“…A significant number of publications are devoted to general, review issues of AI applications in retail (Cao, 2021;Kreutzer & Sirrenberg, 2020) and to individual highly specialized studies (Querejeta Lomas et al, 2021;Pereira et al, 2022), often focused on a particular type of store (Jain & Gandhi, 2021;Margaje & Rasal, 2021;Rodgers et al, 2021;Xu et al, 2020) or on the specifics of a particular region (Bedi et al, 2022;Ersoy, 2022;Van Tuan et al, 2021). At the time of theoretical literature analysis, academic researchers' interest in ethical (Giroux et al, 2022;Mahmoud et al, 2020) and legal issues in AI application in retailing was very high, as modern scientific thought recognizes the need to apply ethical standards in AI application (Jaheer Mukthar et al, 2022). In doing so, Perrault et al (2019) identified 12 major ethical issues that must be addressed when implementing AI, including:…”