فعالية تقنية تنميط البيانات الشخصية في تخصيص التجارة الإلكترونية على ضوء اللائحة العامة رقم2016 679 المتعلقة بحماية البيانات

الملخص EN

With the successive informational momentum in the digital era and the following emergence of artificial intelligence technologies, electronic commerce sites aim to compete with companies and to maximize its profits, while every consumer wants to be able to get specially formulated products for him, to meet his needs as well as pricing them in a way that fits his purchasing power, and timely providing them to him, so ensuring his satisfaction and therefore his loyalty to these sites.

It is obvious that the realisation of these two endeavours is all in the mastery of electronic commerce's personalization through complicated profiling technology which is very similar to fortunetelling; so by processing of personal data, it can predict the attitudes, behaviours and preferences of the consumer in order to target him with advertisements and personal prices.

However, practicing this type of processing is olutely not easy; because the good and accurate understanding to customer's needs and desires requires firstly the collection of consumer's personal data which is often traced from his subscription to the applications and websites and others without his knowledge; through the analysis by complicated artificial intelligence algorithms; to the application of these analyses to create a detailed personal profile of the electronic consumer, which is rooted in the breach of profiling technology, privacy and transparency of personal data.

Thus, through this study we have tackled the personal data profiling technology according to the general regulation No.

2016/679 on data protection which particularly condemns the flagrant violations of this technology, by determining the content of this technology as well as indicating its impact in the personalization of electronic commerce - advertisement and pricing -, the study also discussed legal regulation of the principles and legal basis to this technology.

In conclusion, we discussed the indication of the automated decision making impact which is exclusively based on the automated processing without any human intervention on the personalization of electronic commerce which is cited by the regulation in the text of article 22 thereof.