Artificial Intelligence in the Digital ERA: New Sense or Nuisance to Privacy Prof. (Dr) S. Surya Prakash* Just Imagine! ‘You are late for an important conference and searching frantically for a parking spot. So, you are using an app you downloaded called “Find my Car”. The app enables you to easily find the right location when you come to retrieve your car. This may sound good and useful. But could you predict a variety of privacy concerns in a digital world of Artificial Intelligence? Abstract Society has advanced from the stone age to a smart and space age. Artificial Intelligence (AI) has played a significant role in advancement. Artificial Intelligence technology has a lot of potential advantages, and on the other hand of the coin, there are also a lot of serious drawbacks if the technology is not sufficiently evaluated for compliance with national constitutional principles and international norms. The advancement of technology continues to progress at an unprecedented rate, and the use of artificial intelligence has become increasingly prevalent in many areas of our lives. As a result of rapid increase in the amount of data we create and exchange online, privacy issues are more significant than ever. The right to privacy is the ability to protect one’s personal information from misuse and unauthorised access. It guarantees that people have control over their personal data and how it is used. It is a fundamental human right and an undeniable fact that privacy is essential. One benefit is that it safeguards people from damage like fraud or identity theft. Additionally, it supports preserving a person’s autonomy and control over their personal information, which are crucial for upholding one’s own respect and dignity. Additionally, privacy permits people to continue their personal and professional interactions without worrying about monitoring or interference. The digital age has broken up many social norms and structures that have developed over the centuries; among them, basic values such as privacy, autonomy, and democracy stand out. Keywords: Artificial Intelligence, Cyber-attacks, Digital technology, Privacy, Violation of human rights. * Vice-Chancellor, National Law Institute University, Bhopal, M.P. Journal of the National Human Rights Commission, Vol. 22, 2023 83