Hungary: Announced Market Analysis on Artificial Intelligence Effects by Hungarian Competition Authority

On 4 January 2024, the Hungarian Competition Authority (GVH) announced a market analysis to examine the effects of artificial intelligence on market competition and consumer decision-making. The analysis aims to pre-explore the risks associated with the rapid spread of this technology, which could potentially distort competition in digital sectors and put consumers in a vulnerable position. The GVH will concentrate on two main issues: the threat to fair market competition posed by AI-based technology, which currently requires high resources and is therefore accessible mainly to large technology companies, and the potential vulnerability of consumers due to data collection and advertising practices in the digital space that may be enhanced by AI. The GVH will also pay special attention to the market behaviour of large technology companies and online platforms that affect a significant number of consumers and businesses.