Abstract This study aims to analyze the issue of consumer protection in AI-enhanced e-commerce by highlighting the role of steering algorithms in influencing consumer behavior and the risks they generate, such as psychological targeting, algorithmic pricing, dark patterns, and filter bubbles. The study is based on the assumption that technological advancement may restrict freedom of choice and transactional transparency if it is not effectively regulated within an appropriate legal and ethical framework. It adopts a descriptive-analytical approach to examine the mechanisms of algorithmic systems, harmful commercial practices, and legal approaches to consumer protection. The study concludes that traditional legal rules are insufficient to address emerging digital challenges, making it necessary to develop the legal framework, strengthen algorithmic transparency, enhance regulatory oversight, and promote AI ethics to ensure effective consumer protection. Keywords: E-commerce, Artificial Intelligence, Steering Algorithms, Consumer Protection, Algorithmic Manipulation.
Dr.Bendjeddou Ouassila (Fri,) studied this question.