Personal data protection in the context of artificial intelligence applications used in the e-commerce sector

This master's thesis aims to identify the potential risks that AI-based applications, which are widely used in the e-commerce sector, may pose in the context of personal data protection law and to reveal the extent to which these risks can be mitigated within the framework of European Union (EU) and Turkish legislation. This is because AI applications require large data sets both in their development processes and in their operation. In the e-commerce sector, a significant portion of this data consists of personal data. E-commerce platforms feature AI-based applications such as chatbots and digital assistants, personalization, recommendation systems, smart search systems, dynamic pricing, and stock management. In our study, we evaluated the technical aspects and AI techniques used in these dynamic AI applications that shape the e commerce sector within the framework of personal data protection. In this context, the adequacy of the current legal framework was assessed in light of regulations such as the European Union General Data Protection Regulation (GDPR) and the Artificial Intelligence Act (AI Act), which are at the core of personal data protection law. A comprehensive analysis was conducted on both the protection of users and how companies should fulfill their obligations. The study also outlines the principles and rules that e-commerce companies integrating AI technologies into their systems must comply with in order to fulfill their obligations regarding the protection of personal data, and develops legal and technical recommendations for ensuring compliance.