This chapter examines diverse aspects of new technologies that are disrupting traditional consumer protection. These include phenomena such as consumer profiling or commercialization of data. It can be concluded that artificial intelligence represents a particular challenge for consumer law and policy. Consumer law should be technologically neutral. Irrespective of the technology deployed, the level of consumer protection needs to be always maintained. However, consumer law requirements must never be seen as obstacles to the innovation and the development of new technologies; and establishing the right balance between these two values remains a particular challenge.