The book presents the impact of artificial intelligence on consumer relations, focusing on three central aspects of this debate: discrimination, determinism and online conflict resolution. It is based on the premise that algorithmic predictions are incisive and decisive in the construction of consumer individuality, especially in reducing the intrinsic value of individuals, undermining their confidence and reducing their ability to make free, voluntary decisions that are appropriate to their legitimate expectations, standardizing them. Consumers’ fear of taking responsibility for their choices leads to subservience and insecurity in the face of the advance of dangerous algorithms, opening the way for discrimination and increased conflict, as well as contributing to the worsening of their vulnerability. Based on the dialogue between Laws 8,078/90 (CDC) and 13,709/18 (LGPD), the strategic challenge is proposed for electronic platforms to design and execute corporate governance programs that identify, correct and avoid consumer conflicts, based on ethical-normative references for problems related to the uncritical and irresponsible use of artificial intelligence, comparing successful experiences in Brazil with those that are more advanced on an international level. The State’s participation in the creation and execution (alongside civil society and economic agents) of a true National Policy for the Protection of Personal Data in Brazil is also advocated, implementing ethical commitments, guidelines for the operation of electronic platforms, such as periodic monitoring mechanisms, compliance models that value transparency in the collection and processing of data, the control of discriminatory and deterministic biases, as well as the preventive correction of security failures, with the consequent voluntary assumption of responsibilities, without prejudice to the rigorous application of administrative sanctions provided for in the legislation.