Perception of privacy and data protection in the context of the development of artificial intelligence

Customer privacy perception and the principles of its regulatory protection determine how the tech sector is operating, striking a new balance between economic winners and losers. Nevertheless, not all countries that are leaders in the latest technologies are strongly in favor of flexible and pro-business regulations. This can be clearly seen in the field of artificial intelligence (AI). Self-regulation as a key strategic approach to AI may be seen as an essential factor of broader implementation of AI solutions. The purpose of this paper is to present approaches to AI while indicating the differences that result from the understanding of privacy, increasing customers privacy concerns and regulations related to data privacy which come together with official administrative strategies. The impact of AI implementation on relationships between customers and companies has been emphasized and analyzed in the context of regulations and customer perception of privacy.