Maître Anne-Sophie RAMOND

Avocat au barreau de Paris

Compétences : Droit du travail, Droit commercial, des affaires et de la concurrence, Droit bancaire et financier

Barreau : Paris

Adresse : 2 AVENUE HOCHE 75008 PARIS

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Publié le 20/02/2025

Concurrence déloyale et pratiques abusives à l'ère de l'IA : un défi juridique majeur

Article juridique - Droit de la protection des données personnelles

Par Me Anne-Sophie RAMOND

Concurrence déloyale et pratiques abusives à l'ère de l'IA : un défi juridique majeur

L'IA, avec son pouvoir de manipulation de l'information et de domination des marchés, introduit des problématiques juridiques nouvelles, notamment en matière de concurrence déloyale et de pratiques abusives. L’utilisation de deepfakes et d'algorithmes favorisant certains acteurs du marché soulève des questions cruciales sur l'équité et la transparence dans la compétition commerciale.

Désinformation et deepfakes : un abus de pouvoir numérique

Les deepfakes, ou vidéos et images manipulées, représentent une forme de désinformation dangereuse amplifiée par l’IA. Ces contenus faussement créés permettent à certaines entreprises de propager des informations trompeuses pour nuire à la réputation de leurs concurrents. Ces pratiques sont désormais considérées comme des atteintes à la concurrence et les victimes peuvent saisir la justice pour demander des compensations ou la suppression de ces contenus illégaux.

Monopoles technologiques : l’IA au service de la domination

Les géants du secteur technologique peuvent exploiter l'IA pour créer des monopoles. Grâce à des algorithmes biaisés, ils favorisent leurs produits au détriment des autres acteurs, faussant ainsi la concurrence. Ces pratiques sont surveillées par des régulations comme le règlement « P2B », applicable depuis le 12 juillet 2020, qui vise à limiter l’abus de position dominante et à garantir la transparence des plateformes numériques.

Contrer les abus : quelles sanctions et régulations ?

Les entreprises pratiquant la concurrence déloyale en utilisant l'IA peuvent être sanctionnées en vertu du Code de commerce, qui interdit les pratiques restrictives de concurrence. Les articles L. 442-1 et L. 442-2 de ce Code interdisent des comportements abusifs comme l’imposition de conditions déséquilibrées ou la manipulation de partenaires commerciaux, avec des amendes pouvant aller jusqu'à 2 millions d'euros.

Pour défendre efficacement vos droits et explorer les recours adaptés face à des litiges en matière de régulation liée à l’IA, notre cabinet vous accompagne à chaque étape, en mettant à votre service son expertise et une stratégie personnalisée.