CIVIL LIABILITY OF BUSINESS ACTORS FOR CONSUMER LOSSES DUE TO AI CHATBOT DECISIONS IN CUSTOMER SERVICE (A STUDY ON DIGITAL BANKING AND AIRLINE SERVICES): CIVIL LIABILITY OF BUSINESS ACTORS FOR CONSUMER LOSSES DUE TO AI CHATBOT DECISIONS IN CUSTOMER SERVICE (A STUDY ON DIGITAL BANKING AND AIRLINE SERVICES)

Ria Sintha Devi

doi:10.56107/penalaw.v4i2.337

Authors

Ria Sintha Devi Universitas Pembinaan Masyarakat Indonesia

DOI:

https://doi.org/10.56107/penalaw.v4i2.337

Keywords:

civil liability; business actors; AI chatbots; consumer protection; digital banking; airlines

Abstract

The use of artificial intelligence (AI) chatbots in customer service shifts part of the interaction between businesses and consumers from human agents to automated systems, raising the question of who bears the loss when a chatbot's statement or decision is wrong. This study analyzes the legal status of AI chatbots, the basis and forms of civil liability of business actors, and their application to digital banking and airline services in Indonesia. It employs normative juridical research using statutory, conceptual, case, and comparative approaches to primary, secondary, and tertiary legal materials, analyzed qualitatively. The findings show that AI chatbots are not legal subjects, so liability rests on the business actor as the electronic system operator and service provider. The basis of liability can be built in layers through breach of contract, tort, Article 1367 of the Civil Code, the Consumer Protection Law, and the Personal Data Protection Law, with sector-specific features: prudential principles and financial-sector consumer protection dominate digital banking, while carrier liability and passenger compensation dominate aviation. Disclaimers that attribute errors to the chatbot cannot displace this liability. The study recommends duties of transparency, escalation to human agents, conversation logging, and a proportionate shift of the burden of proof.

References

Abbott, R. (2020). The reasonable robot: Artificial intelligence and the law. Cambridge University Press.

Barfield, W., & Pagallo, U. (Eds.). (2018). Research handbook on the law of artificial intelligence. Edward Elgar Publishing.

Bar-Gill, O., Sunstein, C. R., & Talgam-Cohen, I. (2023). Algorithmic harm in consumer markets. Journal of Legal Analysis, 15(1), 1–47.

Brownsword, R., Scotford, E., & Yeung, K. (Eds.). (2017). The Oxford handbook of law, regulation and technology. Oxford University Press.

Buiten, M., de Streel, A., & Peitz, M. (2023). The law and economics of AI liability. Computer Law & Security Review, 48, 105794. https://doi.org/10.1016/j.clsr.2023.105794

Chesterman, S. (2021). We, the robots? Regulating artificial intelligence and the limits of the law. Cambridge University Press.

Dwivedi, Y. K., Kshetri, N., Hughes, L., et al. (2023). Opinion paper: “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy. International Journal of Information Management, 71, 102642. https://doi.org/10.1016/j.ijinfomgt.2023.102642

Ebers, M., & Navas, S. (Eds.). (2020). Algorithms and law. Cambridge University Press.

Efendi, J., & Ibrahim, J. (2018). Metode penelitian hukum: Normatif dan empiris. Prenadamedia Group.

Eidenmüller, H., & Wagner, G. (2021). Law by algorithm. Mohr Siebeck.

Faure, M., & Li, S. (2022). Artificial intelligence and (compulsory) insurance. Journal of European Tort Law, 13(1), 1–24.

Hacker, P. (2023). The European AI liability directives: Critique of a half-hearted approach and lessons for the future. Computer Law & Security Review, 51, 105871. https://doi.org/10.1016/j.clsr.2023.105871

Hacker, P., Engel, A., & Mauer, M. (2023). Regulating ChatGPT and other large generative AI models. Proceedings of the 2023 ACM Conference on Fairness, Accountability, and Transparency (FAccT ’23), 1112–1123.

Hakim, M. R., & Djajaputra, G. (2024). Perlindungan hukum terhadap konsumen sebagai penumpang yang mengalami kerugian materiil dan immateriil dikarenakan maskapai yang membatalkan jadwal penerbangan. Syntax Literate: Jurnal Ilmiah Indonesia, 9(1).

Helberger, N., Sax, M., Strycharz, J., & Micklitz, H.-W. (2022). Choice architectures in the digital economy: Towards a new understanding of digital vulnerability. Journal of Consumer Policy, 45(2), 175–200. https://doi.org/10.1007/s10603-021-09500-5

Henderson, P., Hashimoto, T., & Lemley, M. (2023). Where’s the liability in harmful AI speech? Journal of Free Speech Law, 3, 589.

Howells, G., Ramsay, I., & Wilhelmsson, T. (Eds.). (2018). Handbook of research on international consumer law (2nd ed.). Edward Elgar Publishing.

Ji, Z., Lee, N., Frieske, R., Yu, T., Su, D., Xu, Y., Ishii, E., Bang, Y. J., Madotto, A., & Fung, P. (2023). Survey of hallucination in natural language generation. ACM Computing Surveys, 55(12), 1–38. https://doi.org/10.1145/3571730

Kaminski, M. E. (2023). Regulating the risks of AI. Boston University Law Review, 103, 1347.

Laux, J., Wachter, S., & Mittelstadt, B. (2024). Trustworthy artificial intelligence and the European Union AI Act: On the conflation of trustworthiness and acceptability of risk. Regulation & Governance, 18(1), 3–32.

Lohsse, S., Schulze, R., & Staudenmayer, D. (Eds.). (2019). Liability for artificial intelligence and the Internet of Things. Nomos/Hart.

Maharani, B. M. D., & Masnun, M. A. (2024). Prospek artificial intelligence sebagai quasi subjek hukum: Dinamika pengaturan hukum perdata di Indonesia. Jurnal ISO: Jurnal Ilmu Sosial, Politik dan Humaniora, 4(2).

Marzuki, P. M. (2017). Penelitian hukum (Edisi revisi). Kencana.

Miru, A., & Yodo, S. (2018). Hukum perlindungan konsumen. RajaGrafindo Persada.

Muhtadi, M. A., & Putri, V. K. (2023). Hukum perlindungan konsumen dan etika bisnis di era teknologi kecerdasan buatan: Perlindungan pengguna dan tanggung jawab perusahaan. Jurnal Hukum dan HAM Wara Sains, 2(9).

Novelli, C., Taddeo, M., & Floridi, L. (2024). Accountability in artificial intelligence: What it is and how it works. AI & Society, 39, 1871–1882.

Pasquale, F. (2020). New laws of robotics: Defending human expertise in the age of AI. Belknap Press of Harvard University Press.

Rahayu, R. A., & Yulianingsih, W. (2025). Perlindungan hukum bagi nasabah atas kehilangan saldo dalam layanan bank digital di Indonesia. Jurnal Ilmiah Advokasi, 13(4).

Russell, S., & Norvig, P. (2020). Artificial intelligence: A modern approach (4th ed.). Pearson.

Silmidhafin, S., Purbaningrum, S. T., & Wilawati, N. (2023). Analisis normatif perlindungan data pribadi dalam era kecerdasan buatan (artificial intelligence) berdasarkan hukum perdata Indonesia untuk badan hukum. Jurnal Pena Hukum, 2(1).

Simbolon, Y. (2023). Pertanggungjawaban perdata terhadap artificial intelligence yang menimbulkan kerugian menurut hukum di Indonesia. Veritas et Justitia, 9(1).

Thoriq, A. J., & Ilham, M. (2023). Implementasi perlindungan hukum bagi penumpang yang mengalami pembatalan penerbangan secara sepihak oleh maskapai. Jurnal Notarius, 2(2).

Wachter, S., Mittelstadt, B., & Russell, C. (2024). Do large language models have a legal duty to tell the truth? Royal Society Open Science, 11(8), 240197. https://doi.org/10.1098/rsos.240197

Wagner, G. (2023). Liability rules for the digital age: Aiming for the Brussels effect. Journal of European Tort Law, 13(3), 191–243. https://doi.org/10.1515/jetl-2022-0012

Widiadnyani, I. G. A., & Adnantara, K. F. (2026). Perlindungan konsumen di era chatbot dan AI: Pendekatan hukum bisnis digital. Raad Kertha, 9(1).

Yoki, N. R., & Dinanti, D. (2026). Pertanggungjawaban hukum perdata terhadap kerugian konsumen akibat penggunaan artificial intelligence dalam perspektif hukum positif Indonesia. Media Hukum Indonesia, 4(2), 472–479. https://doi.org/10.5281/zenodo.20703666

Legislation, decisions and legal documents

Kitab Undang-Undang Hukum Perdata (Burgerlijk Wetboek), Pasal 1243, 1244, 1245, 1246, 1320, 1338, 1339, 1365, 1366, dan 1367.

Undang-Undang Nomor 10 Tahun 1998 tentang Perubahan atas Undang-Undang Nomor 7 Tahun 1992 tentang Perbankan.

Undang-Undang Nomor 8 Tahun 1999 tentang Perlindungan Konsumen.

Undang-Undang Nomor 11 Tahun 2008 tentang Informasi dan Transaksi Elektronik, sebagaimana telah diubah dengan Undang-Undang Nomor 19 Tahun 2016 dan Undang-Undang Nomor 1 Tahun 2024.

Undang-Undang Nomor 1 Tahun 2009 tentang Penerbangan.

Undang-Undang Nomor 27 Tahun 2022 tentang Pelindungan Data Pribadi.

Undang-Undang Nomor 4 Tahun 2023 tentang Pengembangan dan Penguatan Sektor Keuangan.

Peraturan Pemerintah Nomor 71 Tahun 2019 tentang Penyelenggaraan Sistem dan Transaksi Elektronik.

Peraturan Otoritas Jasa Keuangan Nomor 22 Tahun 2023 tentang Pelindungan Konsumen dan Masyarakat di Sektor Jasa Keuangan.

Peraturan Otoritas Jasa Keuangan Nomor 11/POJK.03/2022 tentang Penyelenggaraan Teknologi Informasi oleh Bank Umum.

Peraturan Otoritas Jasa Keuangan Nomor 21 Tahun 2023 tentang Layanan Digital oleh Bank Umum.

Peraturan Menteri Perhubungan Nomor PM 77 Tahun 2011 tentang Tanggung Jawab Pengangkut Angkutan Udara.

Peraturan Menteri Perhubungan Nomor PM 89 Tahun 2015 tentang Penanganan Keterlambatan Penerbangan (Delay Management) pada Badan Usaha Angkutan Udara Niaga Berjadwal di Indonesia.

Surat Edaran Menteri Komunikasi dan Informatika Nomor 9 Tahun 2023 tentang Etika Kecerdasan Artifisial.

Moffatt v. Air Canada, 2024 BCCRT 149 (Civil Resolution Tribunal of British Columbia, 14 Februari 2024).

Regulation (EU) 2024/1689 of the European Parliament and of the Council laying down harmonised rules on artificial intelligence (Artificial Intelligence Act).

Directive (EU) 2024/2853 of the European Parliament and of the Council on liability for defective products.

European Commission. (2022). Proposal for a Directive on adapting non-contractual civil liability rules to artificial intelligence (AI Liability Directive), COM(2022) 496 final.

CIVIL LIABILITY OF BUSINESS ACTORS FOR CONSUMER LOSSES DUE TO AI CHATBOT DECISIONS IN CUSTOMER SERVICE (A STUDY ON DIGITAL BANKING AND AIRLINE SERVICES)