Tata Kelola Etis Pengawasan Konsumen dan Penetapan Harga Dinamis Berbasis AI pada Ritel Indonesia di Bawah Ketidakpastian

Abstract

This study examines ethical governance of consumer surveillance and AI-based dynamic pricing in Indonesian retail under uncertainty. Using an integrative literature review, it brings together AI ethics, business ethics, privacy, stakeholder theory, and the distinction between risk and Knightian uncertainty. The main argument is that AI in retail is not merely a technical instrument for efficiency, but a managerial and moral issue that shapes trust, legitimacy, and long-term resilience. While AI can improve promotion targeting, demand prediction, and price optimization, it may also intensify data extraction, weaken informed consent, and create unfair outcomes when pricing is influenced by proxies of vulnerability, urgency, or limited bargaining power. The study further shows that legal compliance alone is insufficient, because ethical legitimacy requires explainability, accountability, contextual integrity, and protection of consumer dignity. In response, the article proposes the updated FAIR-AI Retail framework, consisting of fairness by design, accountability and explicability, informed consent and contextual integrity, and risk-adaptive stakeholder redress. This framework is designed to help firms, boards, regulators, and data teams govern AI in ways that remain efficient, auditable, socially trusted, and responsive to uncertainty. In the Indonesian context, the framework is especially relevant because the retail market is rapidly expanding, the data protection regime is strengthening, and public concerns about surveillance, cyber risk, and algorithmic fairness are rising.