Analysis of the Utilization of Artificial Intelligence in Shopee's Live Feature Based on Competition Law

Jaudah, Tsuroyyaa Maitsaa; Fadil Muhammad; Garni Sriwangi; Princess Alyssa D. Tee-Anastacio

doi:10.15294/jpcl.v8i2.13286

Akses terbuka Jurnal

Analysis of the Utilization of Artificial Intelligence in Shopee's Live Feature Based on Competition Law

Journal of Private and Commercial Law · Vol. 8 No. 2 (2024) · hlm. 169–188

DOI: 10.15294/jpcl.v8i2.13286
ISSN: 2599-0306, 2599-0314
Terbit: 2024-11-29
Penerbit: Universitas Negeri Semarang
Bahasa: eng
Lisensi: creativecommons.org/licenses/by-nc/4.0

Abstrak

The rapid development of technology has had a significant impact on various aspects of life, one of which is the economic sector. The application of technology in the economic sector involves the use of AI in e-commerce, particularly in the live feature of Shopee, which provides substantial benefits for business actors. However, it can also create imbalances in the market at times. The market imbalance has led to unhealthy business competition practices that are contrary to Law Number 5 of 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition. The purpose of this research is to analyze the utilization of AI in Shopee's live feature, which is indicated to potentially lead to unfair business competition practices based on Competition Law. The method used in this research is normative empirical, combining the implementation of positive law with legal events occurring in society. The utilization of AI in Shopee's live feature causes an imbalance in the market by providing significant advantages to business players who possess multiple AI models, allowing them to dominate up to 50% of the market share for certain products and hindering new competitors from entering the market. The use of AI in Shopee's live feature leads to market dominance and a dominant position by business players, which contradicts Articles 19 and 25 of Law Number 5 of 1999 concerning the Prohibition of Monopoly Practices and Unfair Business Competition.

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Sultan Ageng Tirtayasa University
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Muhamad Sofian	Afiliasi tidak diketahui	1
I Gede Agus Kurniawan	Afiliasi tidak diketahui	1
Putu Aras Samsithawrati	Afiliasi tidak diketahui	1
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Teguh Firmansyah	Sultan Ageng Tirtayasa University	1
Rocky Alfanz	Afiliasi tidak diketahui	1
Rian Fahrizal	Afiliasi tidak diketahui	1
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Islam Md Muztahidul	Afiliasi tidak diketahui	1

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Sumber metadata: OAI-PMH (metadata jurnal) https://journal.unnes.ac.id/journals/jpcl/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.

Metadata asli (oai_dc)

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	<dc:title xml:lang="en">Analysis of the Utilization of Artificial Intelligence in Shopee's Live Feature Based on Competition Law</dc:title>
	<dc:creator xml:lang="en">Jaudah, Tsuroyyaa Maitsaa</dc:creator>
	<dc:creator xml:lang="en">Fadil Muhammad</dc:creator>
	<dc:creator xml:lang="en">Garni Sriwangi</dc:creator>
	<dc:creator xml:lang="en">Princess Alyssa D. Tee-Anastacio </dc:creator>
	<dc:subject xml:lang="en">Utilization</dc:subject>
	<dc:subject xml:lang="en">Artificial Intelligence</dc:subject>
	<dc:subject xml:lang="en">Competition Law</dc:subject>
	<dc:description xml:lang="en">The rapid development of technology has had a significant impact on various aspects of life, one of which is the economic sector. The application of technology in the economic sector involves the use of AI in e-commerce, particularly in the live feature of Shopee, which provides substantial benefits for business actors. However, it can also create imbalances in the market at times. The market imbalance has led to unhealthy business competition practices that are contrary to Law Number 5 of 1999 concerning the Prohibition of Monopolistic Practices and Unfair Business Competition. The purpose of this research is to analyze the utilization of AI in Shopee's live feature, which is indicated to potentially lead to unfair business competition practices based on Competition Law. The method used in this research is normative empirical, combining the implementation of positive law with legal events occurring in society. The utilization of AI in Shopee's live feature causes an imbalance in the market by providing significant advantages to business players who possess multiple AI models, allowing them to dominate up to 50% of the market share for certain products and hindering new competitors from entering the market. The use of AI in Shopee's live feature leads to market dominance and a dominant position by business players, which contradicts Articles 19 and 25 of Law Number 5 of 1999 concerning the Prohibition of Monopoly Practices and Unfair Business Competition.</dc:description>
	<dc:publisher xml:lang="en">Universitas Negeri Semarang</dc:publisher>
	<dc:date>2024-11-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://journal.unnes.ac.id/journals/jpcl/article/view/13286</dc:identifier>
	<dc:identifier>10.15294/jpcl.v8i2.13286</dc:identifier>
	<dc:source xml:lang="en">Journal of Private and Commercial Law; Vol. 8 No. 2 (2024): November, 2024; 169-188</dc:source>
	<dc:source>2599-0306</dc:source>
	<dc:source>2599-0314</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://journal.unnes.ac.id/journals/jpcl/article/view/13286/3825</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2024 Tsuroyyaa Maitsaa Jaudah, Fadil Muhammad, Garni Sriwangi, Princess Alyssa D. Tee-Anastacio  (Author)</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by-nc/4.0</dc:rights>
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