Building a greener digital future through law: Regulatory challenges of AI-based consumer chatbots in Indonesia
Keywords:
Sustainable digital governance, AI, Consumer protection lawAbstract
The transformation towards a greener future is not only understood as a physical environmental agenda, but also encompasses a green digital transformation, namely the development of a digital ecosystem that is efficient, safe, inclusive, and minimizes social risks. In this context, the use of Artificial Intelligence (AI)-based chatbots by businesses in Indonesia presents a significant opportunity to improve service quality while reducing the burden on operational resources. However, the current situation shows that chatbot implementation still presents serious challenges, such as misinformation, low response accuracy, weak personal data protection, low public digital literacy, and the absence of clear accountability standards. Therefore, a greener future at the digital level requires sustainable governance, namely legal governance that ensures technology development aligns with ethical principles, transparency, and the protection of consumer rights. This study analyzes the regulatory challenges of using AI chatbots as electronic agents within the Indonesian legal framework, specifically the Consumer Protection Law, the ITE Law, the PDP Law, and AI ethics guidelines. Using the PAPA (Privacy, Accuracy, Property, Accessibility) theory and the theory of Legal Effectiveness, this study assesses the extent to which existing regulations and practices can guarantee security, accountability, and fairness for consumers. The core of this research emphasizes the need for an AI governance model oriented toward ethical AI, algorithm transparency, robust data protection, and clear accountability mechanisms for business actors. The research findings are expected to provide conceptual contributions to the development of a safe, equitable, and sustainable digital society, as an integral part of efforts to build a technology-based greener future.
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