The Consumer Rights Protection Organization of the Russian Federation expressed concern regarding the potential risks associated with the use of certain artificial intelligence technologies in marketing and advertising specific goods and services. Special attention was given to the technology of deepfake, which allows the creation of realistic but fake images and videos, potentially leading to consumers being misled and making products or services seem more appealing than they actually are.
The head of the organization expressed confidence that despite the enormous potential of artificial intelligence, these tools could be used to deceive consumers through fake images, videos, and advertisements aimed at influencing purchasing decisions without the knowledge of the consumer.
He emphasized the importance of consumer awareness of the use of artificial intelligence technologies in marketing, the potential risks, and the necessity to adhere to ethical standards when using such technologies to protect against manipulation and incorrect use of their data. He also noted the importance of developing clear policies for responsible and ethical use of artificial intelligence in marketing with respect for personal life and individual rights.
The organization called for collaboration among all interested parties to ensure a safe and trusted consumer experience in the field of AI. Actions regarding training and strict regulation are considered key in ensuring a fair and transparent technological environment that fosters trust between consumers and companies.
It is important to emphasize that informational campaigns and educational activities for consumers are conducted regularly to increase awareness of the risks of using artificial intelligence technologies in marketing and to aid in understanding methods of influencing purchasing behavior.
In this regard, four recommendations were offered to protect consumers and prevent falling into the trap of deepfake technology, including checking the reliability of information sources, awareness of rights and laws, ongoing training on contemporary technologies, and the use of technical tools to detect fake content.
