LEGAL MEASURES ON THE RESPONSIBILITY OF BUSINESS OPERATORS USING ARTIFICIAL INTELLIGENCE IN CONSUMER SERVICES

Abstract

          The objectives of this research were (1) to examine Thai and foreign laws concerning the responsibility of business operators deploying artificial intelligence (AI) in consumer services; (2) to conduct a comparative analysis of such Thai and foreign laws; and (3) to formulate recommendations for the development of Thai legislation governing such responsibility, with a view to achieving comprehensive and appropriate legal regulation. This research employed a qualitative documentary method, utilizing sources that include books, articles, theses, research reports, and relevant electronic media.

          The findings revealed that Thailand has yet to enact specific AI legislation governing the responsibility of business operators that deploy AI in consumer services. Consequently, multiple existing laws must be applied in combination, yet remain inadequate in comprehensively addressing such responsibility. By contrast, both the European Union and the Republic of Korea have promulgated specific AI legislation that clearly defines the obligations of business operators while affording explicit protection to consumers' lives, health, and fundamental rights against potential harms arising from the deployment of AI.

          The research recommends that existing legislation be amended or that specific AI legislation be promulgated to establish an effective regulatory framework for business operators utilizing AI in consumer services. Pending such enactment, the competent authorities are urged to promote adherence to AI ethics guidelines and to cultivate awareness of the potential implications of AI deployment on consumers among business operators.