Abstract

This article explores the sociological and ethical implications of Artificial intelligence (AI) technologies on personal identity, privacy, and social structures. As AI systems like facial recognition and deepfake technology become more sophisticated, they raise significant concerns about biases, privacy erosion, and the manipulation of individual identities. Facial recognition has demonstrated racial and gender biases, reinforcing social stereotypes and risking discrimination. Deepfake technology challenges traditional concepts of authenticity, affecting public trust in digital media. Furthermore, the datafication of personal information through AI-driven surveillance disrupts privacy norms, leading to self-censorship and reduced autonomy. The article advocates for transparent and accountable AI development, along with public awareness and digital literacy initiatives to empower users to critically engage with AI. Additionally, it discusses the need for balanced regulatory frameworks, such as General Data Protection Regulation, and a human-centric approach that respects autonomy, fairness, and inclusivity. By integrating ethical considerations and regulatory guidelines, AI can be developed responsibly to support human dignity and social equity. This comprehensive approach emphasizes the need for collaboration among policymakers, technologists, and society to foster an ethical and inclusive AI landscape.