La mano invisibile dell’intelligenza artificiale e il principio di trasparenza nei rapporti B2C: la tutela del consumatore nel mercato unico digitale

This article analyses the impact of artificial intelligence in B2C relations within the Digital Single Market, with particular attention to the respect of the principle of transparency. While AI can promote informational transparency in favour of the consumer, it also brings to the surface significant risks, such as algorithmic discrimination and manipulation. The article explores these risks, reflecting on the effectiveness of current EU legislation, the contribution of the recent AI Act, and the necessary developments to address the emerging challenges related to the use of AI