Abstract
The Consumer Protection Act, 2019 represents a significant reform in India’s consumer law framework, emphasizing faster redressal, enhanced product liability standards, and accountability in e-commerce. With the rapid growth of digital markets, Artificial Intelligence (AI) has emerged as a transformative tool in strengthening the Act’s objectives. AI enables real-time detection of unfair trade practices, misleading advertisements, and defective products through automated data analytics. It supports the Central Consumer Protection Authority (CCPA) by enabling intelligent monitoring of online marketplaces, identifying pa erns of consumer fraud, and facilitating evidence-based investigations. AI-driven chatbots and grievance handling systems can enhance consumer access to information and reduce delays in complaint resolution. Further, AI can assist in comparative pricing, consumer awareness campaigns, and risk assessment in product liability cases. At the same time, the integration of AI raises concerns related to algorithmic bias, data privacy, transparency, and accountability of digital platforms, which must be addressed to ensure fairness. Overall, AI has the potential to significantly advance consumer welfare, strengthen regulatory oversight, and enhance the effectiveness of the Consumer Protection Act, 2019, provided that its use is guided by ethical and legal safeguards
Author affiliations
- Mr. Mahesh S Betasur, Head of Department, School of Law, Kristu Jayanti (Deemed to be University) Bengaluru, Karnataka
How to cite
Mr. Mahesh S Betasur, “THE ROLE OF AI ARTIFICIAL INTELLIGENCE IN THE CONSUMER PROTECTION ACT OF 2019” IPEM Law Journal, vol. 9, pp. 105–111, Dec. 2025, doi: