FTC Enforcement

Artificial intelligence has transformed advertising from an art into a science, and a potential legal minefield. AI systems now write ad copy, generate images, target consumers with unprecedented precision, and even create synthetic spokespersons that never existed. This power comes with significant legal risk: the FTC has made clear that AI-generated deception is still deception, and traditional advertising law applies with full force to automated campaigns.

Retail and e-commerce represent one of the largest deployments of consumer-facing AI systems in the economy. From dynamic pricing algorithms that adjust millions of prices in real-time to recommendation engines that shape purchasing decisions, AI now mediates the relationship between retailers and consumers at virtually every touchpoint.