Adopted in 2022, this Circular provides interpretative guidance on the application of consumer protection laws in the context of AI systems. It aims to clarify how existing consumer rights (such as the right to truthful information, freedom of choice, non-discrimination, and data protection) apply when businesses deploy AI technologies. The document outlines five key axes: transparency of information, freedom of choice, safety in consumption, non-discrimination, and data protection.
Initiative overview
This circular addresses the growing use of AI in consumer services, which brings both benefits and risks. While AI can improve personalization and efficiency, it also raises concerns about manipulation, discrimination, lack of transparency, and data privacy. These risks threaten consumer rights and deepen inequalities. The Circular interprets existing Chilean laws to ensure AI systems respect rights like transparency, freedom of choice, safety, and data protection. It supports responsible innovation and aligns with Chile’s National AI Policy and international best practices.
