Právní a ekonomické otázky využití umělé inteligence v reklamě na sociálních sítích v mezinárodním kontextu

This thesis examines the use of artificial intelligence in social media advertising from legal, ethical, and economic perspectives. From a legal perspective, the thesis aims to assess whether current legislation in the Czech Republic and the European Union provides sufficient protection of personal rights and consumer rights to regulate the use of artificial intelligence in advertising. From an economic perspective, the aim of the thesis is to evaluate the impact of the use of artificial intelligence in advertising on the effectiveness of marketing communication. The thesis also has an international dimension, as it compares the legal frameworks of the Czech Republic, the European Union, and the United States. The thesis also includes qualitative research conducted in the form of semi-structured interviews. The thesis concludes that current legislation in this area is insufficient and simultaneously presents relevant recommendations. In terms of the impact of AI use in advertising on the effectiveness of marketing communication, a positive effect can be observed. At the same time, the thesis highlights currently addressed issues, particularly the problems of deepfake content, dark patterns, and AI influencers.