The implications of AI on consumer privacy rights are profound and multifaceted. As AI technologies increasingly gather and analyze personal data, concerns arise regarding data security and the consent processes. Companies utilize machine learning to refine targeted advertising, often without consumers fully understanding how their information is used. Additionally, AI systems can inadvertently reveal sensitive details, leading to potential discrimination or profiling based on personal characteristics. Legislative frameworks, such as the GDPR in Europe, aim to enhance data protection, but challenges remain in balancing innovation with the safeguarding of individual rights. Increased transparency and ethical AI practices are essential moving forward.