Artificial Intelligence (AI) has rapidly transformed the way consumers interact with products and services. From personalized recommendations on e-commerce platforms to AI-powered chatbots, virtual assistants, automated financial services, and smart devices, AI has become deeply embedded in everyday consumer experiences. While these technological advancements offer greater convenience, efficiency, and personalization, they also raise important concerns regarding consumer rights and protection. The increasing reliance on AI-driven systems has given rise to several challenges, including algorithmic bias, lack of transparency in decision-making, misuse of personal data, targeted manipulation of consumer behaviour, and difficulties in determining liability when harm occurs. Traditional consumer protection laws were primarily designed for human-driven transactions and may not adequately address the unique risks posed by autonomous and data-intensive technologies. This paper examines the evolving relationship between artificial intelligence and consumer protection by analysing the legal and regulatory challenges associated with AI-driven products and services. It explores whether existing consumer protection frameworks are capable of safeguarding consumers in an increasingly automated marketplace and evaluates emerging regulatory approaches adopted across different jurisdictions. The paper further highlights the need for greater transparency, accountability, data protection, and effective redress mechanisms to ensure that technological innovation does not come at the cost of consumer rights. Despite growing scholarship on AI governance and data privacy, limited attention has been devoted to examining consumer protection concerns arising specifically from AI-driven products and services. This paper seeks to address this gap by evaluating the adequacy of existing consumer protection frameworks in the context of emerging AI technologies. The study concludes that while AI has the potential to significantly enhance consumer welfare, its responsible deployment requires a robust and adaptive legal framework that balances innovation with fairness, trust, and consumer protection in the digital age.