<![CDATA[The growing integration of Artificial Intelligence (AI) in Indonesia’s banking sector has redefined financial services by promoting innovation and operational efficiency. However, the rapid adoption of AI also generates legal and ethical challenges, particularly concerning consumer protection. Existing legal instruments such as the Consumer Protection Act and the Electronic Information and Transactions Act provide only general safeguards and do not address AI-specific issues, including algorithmic decision-making, data privacy, and transparency. The issuance of the AI Governance Guidelines for Banking by the Financial Services Authority (OJK) in 2024 marks an important milestone, yet it remains a non-binding framework lacking enforceable provisions that prioritize consumer rights. This study employs a normative legal method combined with comparative analysis to examine AI governance models in the European Union, Singapore, Japan, Canada, South Korea, and the United States. The findings emphasize the need for Indonesia to establish a more comprehensive and binding regulatory framework that integrates legal certainty with ethical values ensuring fairness, accountability, and transparency in AI-driven financial services.]]>
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