Algorithmic Consumption And Ecological Cost: Re- Examining Consumer Protection In The Age Of AI- Driven Commerce

Adv. Arathi Menon P R, High Court of Kerala ABSTRACT The proliferation of Artificial Intelligence in e-commerce, recommendation engines, and personalised advertising has fundamentally altered consumption patterns, often at significant and underexamined environmental cost. AI-driven “nudge” architectures, hyper-personalised recommendations, dynamic pricing, and algorithmically generated urgency cues such as flash sales, actively incentivise overconsumption, fuelling fast fashion cycles,...