Artificial intelligence and consumer manipulations: from consumer's counter algorithms to firm's self-regulation tools

The growing use of artificial intelligence (A.I.) algorithms in businesses raises regulators' concerns about consumer protection. While pricing and recommendation have undeniable consumer-friendly effects, they can also be detrimental to them through, for instance, the implementation dark patterns. These correspond aiming alter consumers' freedom choice or manipulate their decisions. latter is hardly new, A.I. offers significant possibilities enhancing them, altering manipulating Consumer protection comes up against several pitfalls. Sanctioning manipulation even more difficult because damage may diffuse not easy detect. Symmetrically, both ex-ante regulation requirements algorithmic transparency insufficient, if counterproductive. On one hand, possible solutions found counter-algorithms that consumers use. other development a compliance logic and, particularly, tools allow companies self-assess risks induced by algorithms. Such an approach echoes developed corporate social environmental responsibility. This contribution shows how self-regulatory schemes used these areas inspire regulatory addressing ethical restricting choice.