The Urgency of Establishing AI Regulations to Ensure Legal Certainty and AI Ethics in Responding to Challenges Digitalization in Indonesia

The rapid development of artificial intelligence (AI) technology in Indonesia has had a significant impact on various aspects of life, including the legal realm and the protection of individual rights. Phenomena such as deepfakes and generative AI, as seen in the case of the "Polaroid Gemini AI Trend," demonstrate the weak legal protection of privacy and personal image due to the absence of regulations specifically governing the use and responsibilities for AI. This study uses a normative juridical approach with a literature review and descriptive-analytical analysis method to assess the effectiveness of current regulations, such as the ITE Law and the PDP Law, and examines the urgency of establishing specific regulations regarding artificial intelligence. The results show that both laws are unable to accommodate the complexity of AI, particularly regarding legal accountability for automatically generated digital content. Therefore, the establishment of specific regulations based on Luciano Floridi's digital ethics theory and UNESCO's AI Ethics, which emphasize the principles of transparency, justice, accountability, and respect for human rights, is needed. These regulations are expected to create adaptive legal certainty and realize ethical, equitable, and sustainable AI governance in Indonesia.