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 challengesManagerial challenges. Firstly, the integration of technologiesIntegration of technologies such as the Internet of Things (IoT)Internet of Things (IoT), Machine LearningMachine learning, Artificial Intelligence (AI)Artificial intelligence (AI) applications, and others, opens up new possibilities for digital transformation processesDigital transformation processes. Secondly, the diverse range of social issuesSocial issues has prompted a critical examination of companies’ decision-makingCompanies’decision-makingprocessesProcesses and their active role in addressing these issues. While existing analyses primarily focus on the challengesChallenges faced by companies in successfully undergoing digital transformationDigital transformation, there is limited discussion in the literature regarding the vulnerabilitiesVulnerabilities and potential risks to consumer dignityConsumer dignity that arise during this processProcesses. As a result, this chapter aims to contribute to the exploration of these crucial issues by drawing upon the growing body of the literature on humanistic managementHumanistic management and human dignity protectionHuman dignity protection.