Consumer’s Vulnerabilities and Potential Dignity Risks in the Context of Digital Transformation Processes

In today's business landscape, managers are confronted with two relevant trends that present considerable managerial challenges. Firstly, the integration of technologies such as the Internet of Things (IoT), Machine Learning, Artificial Intelligence (AI) applications, and others, opens up new possibilities for digital transformation processes. Secondly, the diverse range of social issues has prompted a critical examination of companies' decision-making processes and their active role in addressing these issues. While existing analyses primarily focus on the challenges faced by companies in successfully undergoing digital transformation, there is limited discussion in the literature regarding the vulnerabilities and potential risks to consumer dignity that arise during this process. As a result, this chapter aims to contribute to the exploration of these crucial issues by drawing upon the growing body of literature on humanistic management and human dignity protection.