The ethical considerations now a days play a vital role in all sectors. As rapid acceleration of India’s digital commerce sector projected to reach unprecedented valuations by 2030 is increasingly driven by the integration of Generative AI, predictive analytics, and autonomous AI agents. As India pivots toward a trillion-dollar digital economy, the tension between fostering rapid technological innovation and ensuring robust ethical oversight has become a defining policy challenge. This paper examines the critical intersection of consent-centric data governance, as mandated by India’s evolving Digital Personal Data Protection (DPDP) framework, and the intensive data requirements of modern AI systems. Through a review of current industry practices and the landmark MANAV vision for responsible AI, this study analyzes the operational friction caused by strict consent mandates and the subsequent risk of "consent fatigue" among digital consumers. Furthermore, it evaluates emerging technical solutions, such as AI-driven consent management agents and privacy-preserving system designs, which aim to bridge the gap between innovation and individual rights. The paper finds that while regulatory frameworks are essential for maintaining institutional trust, they must remain agile to prevent stifling the competitive advantage of Indian startups. The study concludes by proposing a risk-based governance architecture that prioritizes transparency and human-centric oversight, ensuring that India’s digital commerce transformation remains both economically scalable and ethically grounded.
Daitkar et al. (Tue,) studied this question.
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