This chapter explores the intricate relationship between consumer protection and GenAI. Prominent tools like Bing Chat, ChatGPT4.0, Google’s Gemini (formerly known as Bard), OpenAI’s DALL·E, and Snapchat’s AI chatbot are widely recognized, and they dominate the generative AI landscape. However, numerous smaller, unbranded GenAI tools are embedded within major platforms, often going unrecognized by consumers as AI-driven technology. In particular, the focus of this chapter is the phenomenon of algorithmic consumers, whose interactions with digital tools, including GenAI, have become increasingly dynamic, engaging, and personalized. Indeed, the rise of algorithmic consumers marks a pivotal shift in consumer behaviour, which is now characterized by heightened levels of interactivity and customization.