Regulating artificial intelligence: legal, technical, and ethical dimensions

This study explores how legal frameworks, technical standards, and ethical guidelines collectively shape the governance of emerging technologies, with a focus on consumer protection in the context of artificial intelligence (AI). Adopting a qualitative doctrinal methodology and supported by in-depth expert interviews, the research identifies legal frameworks, technical standards, and ethical guidelines as the three foundational pillars of effective AI governance. Interview data reveal that public perceptions of AI regulation vary significantly across age and gender. Older participants express greater support for regulation, mainly due to privacy concerns, while women tend to show lower levels of trust in industry self-regulation. The findings also indicate a general lack of public understanding of AI risks and operations, limiting individuals’ ability to make informed decisions. Respondents emphasize the need for greater transparency in AI systems and improved public education to enhance regulatory trust. Furthermore, participants highlight the challenges of regulating fast- changing AI technologies and call for flexible, collaborative governance involving governments, industry, and consumers. Overall, the study illustrates the complex interdependence of legal, technical, and ethical measures in building public trust and protecting consumer rights in the AI era.