THE CONSUMER'S HYPERVULNERABILITY IN THE FACE OF ARTIFICIAL INTELLIGENCE IN THE CONTEXT OF LIQUID MODERNITY

Abstract

In the comparison of the happiness that is achieved by excessive consumption, the consumer may be in an even more vulnerable position in the face of artificial intelligence. In this differentiated format of human-machine relationship, where the opacity of algorithms finds its apex, the consumer is led in many ways to choose without autonomy and especially without the necessary knowledge to achieve the consequences of the use of this new digital reality. The present study intends to investigate how this abstraction builds a submission beyond the traditional vulnerabilities of the consumer relationship, using as a common thread the context of fluidity present in Bauman's liquid modernity.