APPLICATION OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN PUBLIC AUTHORITIES: CHALLENGES AND PROSPECTS

This article examines the fundamental rights of consumers and their importance in the current context of digitalization in key areas of consumption. It highlights the strategic importance of consumer rights to security and information, which are considered key aspects of protecting their interests. It emphasizes that the increasing use of personal information stored digitally can lead to the risk of unauthorized data leaks and theft, which, in turn, entails financial losses for consumers. A strategic advantage of implementing the proposed model is the development of information platforms that allow citizens to freely and reliably obtain objective information about the products they purchase. Measures have been developed that will raise awareness to a new level and ensure the most comprehensive protection for consumers from unscrupulous actions by sellers. Limiting mergers and acquisitions, supporting open competition, and stimulating competition will undoubtedly create favorable conditions for the emergence of new retail players, contribute to improving the quality of products offered, and expand consumer choice. The study concludes that it is necessary to improve citizen protection mechanisms to ensure their rights in a dynamically developing consumer goods market. It concludes that the legal model for consumer protection during digitalization must be more flexible, adaptable, and agile in response to rapidly changing technologies and consumer practices.