{"id":8135,"date":"2024-12-16T12:56:46","date_gmt":"2024-12-16T15:56:46","guid":{"rendered":"https:\/\/www.ecommerceupdate.com.br\/?p=8135"},"modified":"2024-12-16T13:01:17","modified_gmt":"2024-12-16T16:01:17","slug":"novas-tecnologias-e-seus-impactos-nas-relacoes-de-consumo-propostas-para-garantir-direitos-no-e-commerce-aplicativos-e-inteligencia-artificial","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/cs\/novas-tecnologias-e-seus-impactos-nas-relacoes-de-consumo-propostas-para-garantir-direitos-no-e-commerce-aplicativos-e-inteligencia-artificial\/","title":{"rendered":"Nov\u00e9 technologie a jejich dopady na vztahy se spot\u0159ebiteli: N\u00e1vrhy na zaru\u010den\u00ed pr\u00e1v v elektronick\u00e9m obchodov\u00e1n\u00ed, aplikac\u00edch a um\u011bl\u00e9 inteligenci"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Technologick\u00fd v\u00fdvoj v\u00fdrazn\u011b zm\u011bnil vztahy se spot\u0159ebiteli, roz\u0161\u00ed\u0159il p\u0159\u00edstup k produkt\u016fm a slu\u017eb\u00e1m a podpo\u0159il v\u011bt\u0161\u00ed pohodl\u00ed spot\u0159ebitel\u016f Tato transformace se v\u0161ak neobejde bez v\u00fdzev, zejm\u00e9na s ohledem na ochranu pr\u00e1v v prost\u0159ed\u00ed neust\u00e1l\u00fdch inovac\u00ed Elektronick\u00e9 obchodov\u00e1n\u00ed, aplikace a um\u011bl\u00e1 inteligence nejen nov\u011b definovaly interakci mezi spot\u0159ebiteli a dodavateli, ale tak\u00e9 vy\u017eaduj\u00ed p\u0159izp\u016fsoben\u00ed norem, mechanism\u016f prosazov\u00e1n\u00ed a digit\u00e1ln\u00edho vzd\u011bl\u00e1v\u00e1n\u00ed Tento \u010dl\u00e1nek zkoum\u00e1 dopady t\u011bchto technologi\u00ed a p\u0159edkl\u00e1d\u00e1 konkr\u00e9tn\u00ed n\u00e1vrhy na zaji\u0161t\u011bn\u00ed ochrany spot\u0159ebitele.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Elektronick\u00fd obchod: Roz\u0161\u00ed\u0159en\u00ed a rizika v digit\u00e1ln\u00edch vztaz\u00edch<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elektronick\u00fd obchod, zejm\u00e9na po pandemii COVID 19, se upevnil jako jedna z hlavn\u00edch forem obchodu, kter\u00e1 nab\u00edz\u00ed prakti\u010dnost a \u0161irokou \u0161k\u00e1lu mo\u017enost\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dodavatel\u00e9 mus\u00ed zajistit, aby informace o produktech a slu\u017eb\u00e1ch byly jasn\u00e9, \u00fapln\u00e9 a dostupn\u00e9 v souladu s Kodexem ochrany spot\u0159ebitele (CDC), kter\u00fd se ne v\u017edy vyskytuje na webov\u00fdch str\u00e1nk\u00e1ch a aplikac\u00edch, kter\u00e9 nab\u00edzej\u00ed produkty a slu\u017eby.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Abychom zlep\u0161ili online vztahy se spot\u0159ebiteli, ch\u00e1peme, \u017ee je nal\u00e9hav\u00e9 vyvinout specifick\u00e9 standardy pro popis produkt\u016f na digit\u00e1ln\u00edch platform\u00e1ch s po\u017eadavky na kvalitu obrazu a technick\u00e9 detaily. Na druh\u00e9 stran\u011b je d\u016fle\u017eit\u00e9 m\u00edt aktivn\u00ed dohled ze strany agentur na ochranu spot\u0159ebitele, kter\u00e9 pou\u017e\u00edvaj\u00ed automatizovan\u00e9 anal\u00fdzy. n\u00e1stroje pro sledov\u00e1n\u00ed webov\u00fdch str\u00e1nek a identifikaci nesrovnalost\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud jde o pr\u00e1vo na pok\u00e1n\u00ed, a\u010dkoli existuje z\u00e1konn\u00e9 ustanoven\u00ed, spot\u0159ebitel\u00e9 se \u010dasto pot\u00fdkaj\u00ed s praktick\u00fdmi obt\u00ed\u017eemi, jako jsou neo\u010dek\u00e1van\u00e9 n\u00e1klady na vr\u00e1cen\u00ed nebo odpor ze strany dodavatel\u016f. Ke zm\u00edrn\u011bn\u00ed t\u011bchto obt\u00ed\u017e\u00ed by byly prosp\u011b\u0161n\u00e9 n\u011bkter\u00e9 n\u00e1vrhy, v\u010detn\u011b:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Zvl\u00e1\u0161tn\u00ed \u00faprava pr\u00e1va na odstoupen\u00ed od smlouvy u digit\u00e1ln\u00edch n\u00e1kup\u016f, v\u010detn\u011b povinnosti, aby n\u00e1klady na vr\u00e1cen\u00ed byly p\u0159edem informov\u00e1ny.<\/li>\n\n\n\n<li>Vytvo\u0159en\u00ed pe\u010det\u00ed shody pro platformy, kter\u00e9 zav\u00e1d\u011bj\u00ed jasn\u00e9 a spravedliv\u00e9 z\u00e1sady vracen\u00ed.<\/li>\n\n\n\n<li>Podpora pou\u017e\u00edv\u00e1n\u00ed digit\u00e1ln\u00edch n\u00e1stroj\u016f k automatizaci proces\u016f vracen\u00ed a vracen\u00ed pen\u011bz, zv\u00fd\u0161en\u00ed transparentnosti a zkr\u00e1cen\u00ed \u010dekac\u00ed doby.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Je skute\u010dnost\u00ed, \u017ee r\u016fst elektronick\u00e9ho obchodu vedl ke zv\u00fd\u0161en\u00fdm p\u0159\u00edpad\u016fm podvod\u016f a \u00faniku dat. Ochrana spot\u0159ebitele v t\u00e9to souvislosti vy\u017eaduje p\u0159\u00edsn\u00e9 uplat\u0148ov\u00e1n\u00ed obecn\u00e9ho z\u00e1kona o ochran\u011b osobn\u00edch \u00fadaj\u016f (LGPD) a mechanism\u016f digit\u00e1ln\u00ed bezpe\u010dnosti, co\u017e vy\u017eaduje, aby spole\u010dnosti investovaly do robustn\u011bj\u0161\u00edch syst\u00e9m\u016f a partnerstv\u00ed mezi ve\u0159ejn\u00fdmi agenturami a spole\u010dnostmi pro rozvoj vzd\u011bl\u00e1vac\u00edch kampan\u00ed o bezpe\u010dnosti v digit\u00e1ln\u00edch transakc\u00edch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Aplikace: Prakti\u010dnost a nov\u00e9 pr\u00e1vn\u00ed v\u00fdzvy<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Servisn\u00ed aplikace (jako je doprava, doru\u010dov\u00e1n\u00ed a hosting) roz\u0161\u00ed\u0159ily nab\u00eddku a dostupnost slu\u017eeb, ale tak\u00e9 vytvo\u0159ily slo\u017eit\u011bj\u0161\u00ed vztahy mezi spot\u0159ebiteli, platformami a prodejci<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Platformy \u010dasto tvrd\u00ed, \u017ee jednaj\u00ed pouze jako zprost\u0159edkovatel\u00e9 ve snaze vyhnout se odpov\u011bdnosti, ale spot\u0159ebitel\u00e9 \u010dasto nemaj\u00ed jasno v tom, kdo by m\u011bl n\u00e9st odpov\u011bdnost v p\u0159\u00edpadech selh\u00e1n\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aby se p\u0159ede\u0161lo takov\u00fdm obvin\u011bn\u00edm, je d\u016fle\u017eit\u00e9, aby sou\u010dasn\u00e1 na\u0159\u00edzen\u00ed pos\u00edlila solid\u00e1rn\u00ed odpov\u011bdnost mezi platformami a dodavateli, zejm\u00e9na v odv\u011btv\u00edch, jako je doprava a dod\u00e1vky.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pou\u017eit\u00ed dynamick\u00fdch cen v aplikac\u00edch, jako je doprava a hosting, m\u016f\u017ee v\u00e9st k nekal\u00fdm praktik\u00e1m, pokud nen\u00ed \u0159\u00e1dn\u011b regulov\u00e1no, a proto by m\u011blo m\u00edt v\u011bt\u0161\u00ed dohled.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud jde o vnit\u0159n\u00ed syst\u00e9my \u0159e\u0161en\u00ed konflikt\u016f, kter\u00e9 platformy nab\u00edzej\u00ed, \u010dasto postr\u00e1daj\u00ed transparentnost a nestrannost a st\u00e1vaj\u00ed se ne\u00fa\u010dinn\u00fdmi. Pro zlep\u0161en\u00ed t\u011bchto mechanism\u016f by bylo nutn\u00e9 zlep\u0161it transparentnost, nestrannost a zaru\u010dit p\u0159\u00edstup k soudnictv\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Po roz\u0161\u00ed\u0159en\u00ed tohoto \u010dl\u00e1nku o tyto ot\u00e1zky se budeme ve 2. \u010d\u00e1sti tohoto \u010dl\u00e1nku v\u011bnovat t\u00e9matu AI a vzd\u011bl\u00e1v\u00e1n\u00ed a digit\u00e1ln\u00ed gramotnosti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>2 \u010c\u00e1st \u010dl\u00e1nku<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V 1. \u010d\u00e1sti tohoto \u010dl\u00e1nku diskutujeme o roz\u0161\u00ed\u0159en\u00ed online obchodu prost\u0159ednictv\u00edm elektronick\u00e9ho obchodov\u00e1n\u00ed a digit\u00e1ln\u00edch aplikac\u00ed a navrhujeme n\u011bkter\u00e1 opat\u0159en\u00ed ke zlep\u0161en\u00ed z\u00e1ruk pro spot\u0159ebitele.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V t\u00e9to 2. \u010d\u00e1sti \u010dl\u00e1nku budeme diskutovat o novince, kter\u00e1 m\u00e1 potenci\u00e1l zp\u016fsobit skute\u010dnou revoluci v r\u016fzn\u00fdch aspektech spole\u010densk\u00fdch a spot\u0159ebitelsk\u00fdch vztah\u016f, AI. Jak ji\u017e ovliv\u0148uje ka\u017edodenn\u00ed \u017eivot spot\u0159ebitel\u016f a jak\u00e1 opat\u0159en\u00ed bychom m\u011bli p\u0159ijmout ke zm\u00edrn\u011bn\u00ed \u0161kod.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Um\u011bl\u00e1 inteligence: P\u0159\u00edle\u017eitosti a rizika p\u0159i spot\u0159eb\u011b<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Um\u011bl\u00e1 inteligence prom\u011b\u0148uje spot\u0159ebitelskou zku\u0161enost, umo\u017e\u0148uje p\u0159izp\u016fsoben\u00ed, automatizaci a v\u011bt\u0161\u00ed efektivitu, P\u0159edstavuje v\u0161ak tak\u00e9 zna\u010dn\u00e1 rizika Mezi nejd\u016fle\u017eit\u011bj\u0161\u00ed pat\u0159\u00ed ta, kter\u00e1 se t\u00fdkaj\u00ed algoritmick\u00e9 diskriminace, nedostatku soukrom\u00ed a odpov\u011bdnosti za automatizovan\u00e1 rozhodnut\u00ed, jak jsme vid\u011bli v p\u0159\u00edpadech, kter\u00e9 se roz\u0161\u00ed\u0159ily po cel\u00e9m sv\u011bt\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pou\u017e\u00edv\u00e1n\u00ed AI tak m\u016f\u017ee generovat diskriminaci, i kdy\u017e ne\u00famyslnou, po\u0161kozuj\u00edc\u00ed spot\u0159ebitele na z\u00e1klad\u011b profil\u016f vytvo\u0159en\u00fdch z dat. Proto je d\u016fle\u017eit\u00e9 zav\u00e9st povinn\u00e9 audity algoritm\u016f pou\u017e\u00edvan\u00fdch ve spot\u0159ebitelsk\u00fdch slu\u017eb\u00e1ch se zam\u011b\u0159en\u00edm na prevenci diskriminace a nekal\u00fdch praktik. Vytvo\u0159en\u00ed regula\u010dn\u00edho org\u00e1nu specializovan\u00e9ho na AI ve spot\u0159eb\u011b, nebo roz\u0161\u00ed\u0159en\u00ed kompetence ANPD, by bylo pom\u011brn\u011b zdrav\u00e9, s c\u00edlem stanovit etick\u00e9 a technick\u00e9 normy pro pou\u017e\u00edv\u00e1n\u00ed AI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A kdy\u017e u\u017e mluv\u00edme o ANPD, LGPD poskytuje pr\u00e1vo na lidskou kontrolu v automatizovan\u00fdch rozhodnut\u00edch, kter\u00e1 maj\u00ed dopad na spot\u0159ebitele, ale praktick\u00e9 uplat\u0148ov\u00e1n\u00ed tohoto pr\u00e1va je st\u00e1le omezen\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Proto je velmi d\u016fle\u017eit\u00e9, aby v\u0161echny platformy, kter\u00e9 pou\u017e\u00edvaj\u00ed AI, jasn\u011b informovaly spot\u0159ebitele, kdy\u017e jsou jejich rozhodnut\u00ed automatizov\u00e1na, co\u017e umo\u017e\u0148uje \u017e\u00e1dost o kontrolu \u010dlov\u011bkem jednodu\u0161\u0161\u00edm a prakti\u010dt\u011bj\u0161\u00edm zp\u016fsobem.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V situac\u00edch \u0161kod zp\u016fsoben\u00fdch AI je p\u0159ipisov\u00e1n\u00ed odpov\u011bdnosti st\u00e1le v\u00fdzvou, kter\u00e1 unik\u00e1 pravidl\u016fm ob\u010dansk\u00e9ho pr\u00e1va, a dokonce i spot\u0159ebitelsk\u00e9ho pr\u00e1va. To je realita, kterou z\u00e1konod\u00e1rce nep\u0159edpokl\u00e1d\u00e1, a zaslou\u017e\u00ed si konkr\u00e9tn\u00ed anal\u00fdzu a discipl\u00ednu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">K zaji\u0161t\u011bn\u00ed odpov\u011bdnosti dodavatele bez ohledu na zavin\u011bn\u00ed jsou zapot\u0159eb\u00ed zvl\u00e1\u0161tn\u00ed pravidla pro ob\u010danskopr\u00e1vn\u00ed odpov\u011bdnost v p\u0159\u00edpadech po\u0161kozen\u00ed AI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V p\u0159\u00edpadech, kdy jsou spot\u0159ebitel\u00e9 posti\u017eeni rozs\u00e1hl\u00fdmi \u0161kodami zp\u016fsoben\u00fdmi poruchami syst\u00e9mu AI, m\u016f\u017eeme vyhodnotit vytvo\u0159en\u00ed kolektivn\u00edch kompenza\u010dn\u00edch fond\u016f pro od\u0161kodn\u011bn\u00ed po\u0161kozen\u00fdch.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zm\u011bny, ke kter\u00fdm do\u0161lo v posledn\u00edch letech, n\u00e1s vedou k p\u0159ehodnocen\u00ed spot\u0159ebitelsk\u00fdch vztah\u016f s dosud zaveden\u00fdm standardem, zda sou\u010dasn\u00e1 regulace odpov\u00edd\u00e1 nov\u00fdm v\u00fdzv\u00e1m a jak\u00e1 opat\u0159en\u00ed a ve\u0159ejn\u00e9 politiky by m\u011bly b\u00fdt p\u0159ijaty, aby spot\u0159ebitel\u016fm p\u0159inesly v\u011bt\u0161\u00ed bezpe\u010dnost a transparentnost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V tomto smyslu by m\u011bly b\u00fdt realizov\u00e1ny dlouhodob\u00e9 n\u00e1vrhy Mezi nimi podpora finan\u010dn\u00edho vzd\u011bl\u00e1v\u00e1n\u00ed a spot\u0159eby Z\u00e1sadn\u00ed je tak\u00e9 podpora pov\u011bdom\u00ed o pr\u00e1vech a rizic\u00edch v digit\u00e1ln\u00ed spot\u0159eb\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bylo by tedy d\u016fle\u017eit\u00e9 vyvinout n\u00e1rodn\u00ed programy digit\u00e1ln\u00edho vzd\u011bl\u00e1v\u00e1n\u00ed, v\u010detn\u011b kurz\u016f a vzd\u011bl\u00e1vac\u00edch materi\u00e1l\u016f o bezpe\u010dnosti, soukrom\u00ed a pr\u00e1vech spot\u0159ebitel\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na druhou stranu mus\u00ed vl\u00e1da pr\u016fb\u011b\u017en\u011b sledovat dopad technologi\u00ed a navrhovat aktualizaci standard\u016f prost\u0159ednictv\u00edm agentur na ochranu spot\u0159ebitele s v\u00fdhradn\u00edm zam\u011b\u0159en\u00edm na elektronick\u00fd obchod, aplikace a AI.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pou\u017eit\u00ed technologie ke sledov\u00e1n\u00ed tr\u017en\u00edch praktik m\u016f\u017ee pos\u00edlit ochranu spot\u0159ebitele t\u00edm, \u017ee zabr\u00e1n\u00ed a omez\u00ed nekal\u00e9 praktiky a identifikuje vzorce rozs\u00e1hl\u00e9ho poru\u0161ov\u00e1n\u00ed pr\u00e1v.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Technologick\u00fd pokrok m\u016f\u017ee a m\u011bl by b\u00fdt spojencem p\u0159i budov\u00e1n\u00ed spravedliv\u011bj\u0161\u00edch, transparentn\u011bj\u0161\u00edch a p\u0159\u00edstupn\u011bj\u0161\u00edch vztah\u016f se spot\u0159ebiteli Ochrana spot\u0159ebitele v\u0161ak vy\u017eaduje konkr\u00e9tn\u00ed kroky ze strany z\u00e1konod\u00e1rce, soudnictv\u00ed, obrann\u00fdch agentur i samotn\u00fdch spole\u010dnost\u00ed Realizace opat\u0159en\u00ed navrhovan\u00fdch v tomto \u010dl\u00e1nku m\u016f\u017ee nejen zm\u00edrnit rizika spojen\u00e1 s nov\u00fdmi technologiemi, ale tak\u00e9 p\u0159em\u011bnit Braz\u00edlii na glob\u00e1ln\u00ed referenci v ochran\u011b spot\u0159ebitele v digit\u00e1ln\u00edm prost\u0159ed\u00ed.<\/p>","protected":false},"excerpt":{"rendered":"<p>A evolu\u00e7\u00e3o tecnol\u00f3gica tem alterado significativamente as rela\u00e7\u00f5es de consumo, ampliando o acesso a produtos e servi\u00e7os e promovendo maior comodidade ao consumidor. Contudo, essa transforma\u00e7\u00e3o n\u00e3o ocorre sem desafios, [&hellip;]<\/p>\n","protected":false},"author":227,"featured_media":8136,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,30,36],"tags":[47,68,43],"class_list":["post-8135","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artigos","category-destaque","category-dicas-artigos","tag-artigos","tag-dicas","tag-e-commerce"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/8135","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/users\/227"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/comments?post=8135"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/8135\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media\/8136"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media?parent=8135"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/categories?post=8135"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/tags?post=8135"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}