Abstract
As AI becomes more "agentic," it faces technical and socio-legal issues it
must address if it is to fulfill its promise of increased economic productivity
and efficiency. This paper uses technical and legal perspectives to explain how
things change when AI systems start being able to directly execute tasks on
behalf of a user. We show how technical conceptions of agents track some, but
not all, socio-legal conceptions of agency. That is, both computer science and
the law recognize the problems of under-specification for an agent, and both
disciplines have robust conceptions of how to address ensuring an agent does
what the programmer, or in the law, the principal desires and no more. However,
to date, computer science has under-theorized issues related to questions of
loyalty and to third parties that interact with an agent, both of which are
central parts of the law of agency. First, we examine the correlations between
implied authority in agency law and the principle of value-alignment in AI,
wherein AI systems must operate under imperfect objective specification.
Second, we reveal gaps in the current computer science view of agents
pertaining to the legal concepts of disclosure and loyalty, and how failure to
account for them can result in unintended effects in AI ecommerce agents. In
surfacing these gaps, we show a path forward for responsible AI agent
development and deployment.
Abstract
The quick growth of shops using artificial intelligence (AI) techniques has
changed digital marketing activities and changed how businesses interact and
reach their consumers. (AI) techniques are reshaping digital interactions
between shops and consumers interact digitally by providing a more efficient
and customized experience, fostering deeper engagement and more informed
decision-making. This study investigates how (AI) techniques affect consumer
interaction and decision-making over purchases with shops that use digital
marketing. The partial least squares method was used to evaluate data from a
survey with 300 respondents. When consumer engagement mediates this
relationship, artificial intelligence (AI) techniques have a more favorable
impact on purchasing decision-making. Consequently, decision-making is
positively impacted through consumer engagement. The findings emphasize that
for a bigger impact of the (AI) techniques on decision-making, the consumer
must initially interact with the (AI) techniques. This research unveils a
contemporary pathway in the field of AI-supported shop engagements and
illustrates the distinct impact of (AI) techniques on consumer satisfaction,
trust, and loyalty, revolutionizing traditional models of customer-purchase
decision-making and shop engagement processes. This study provides previously
unheard-of insight, into the revolutionary potential of (AI) techniques in
influencing customer behavior and shop relationships