The development of artificial intelligence (AI) technology has brought significant changes to transaction patterns between businesses and consumers in Indonesia. The use of AI in various sectors, such as e-commerce, digital banking, and data-driven services, offers convenience and efficiency, but also raises the potential for violations of consumer rights.

Issues such as the misuse of personal data, automated decisions that harm consumers, and a lack of algorithmic transparency present new challenges for the consumer protection legal system. This article aims to analyze how aspects of consumer protection law in Indonesia respond to the use of AI technology and review the effectiveness of existing regulations, including Law Number 8 of 1999 concerning Consumer Protection and Law Number 27 of 2022 concerning Personal Data Protection.

Using a normative juridical approach, this research highlights the need for regulatory reform to anticipate the legal risks arising from the use of AI, while ensuring a balance between technological innovation and the protection of consumer rights.