Internet space and artificial intelligence: problems of the regulation of latent entrepreneurship

Introduction. The authors explore the problems of carrying out a special type of entrepreneurial activity: the advertising of goods and services by public media individuals on the Internet through their personal accounts in social networks. Formally, these individuals are not individual entrepreneurs; they mention certain goods and services indirectly in the process of communicating with other users of social networks. Such an advertising business is based on the analysis and accumulation of users’ search queries, because of which special computer algorithms are launched and instantly give the user numerous answers and offers about goods and services. In the current period, such remote services on the Internet are provided to users using artificial intelligence. The purpose is to identify the place and quality features of advertising goods and services by public media individuals on the Internet through their personal accounts in social networks in modern Russian entrepreneurship. Methods. The study is carried out based on a materialistic worldview and the general scientific method of historical materialism. The general scientific methods of cognition are applied: the dialectical, hypothetical-deductive methods, generalization, induction and deduction, analysis and synthesis, and empirical description. Specific scientific methods are used: dogmatic, comparative legal, hermeneutic, structural-functional, etc. Results. Some problems in the use of artificial intelligence are identified, and the features of the legal responsibility of a person who owns this computer and software resource as a person who is an employer from the standpoint of labor law are revealed. It is proposed to legislate a special entrepreneurial status of “self-employed on the information and telecommunication network Internet.” A variant of a special tax regime for such business activities is proposed. Conclusions. It is substantiated that public media individuals who have continuous Internet communications with other persons in the amount of at least 1 million persons on average per year should, by virtue of the law, be endowed with a special entrepreneurial status, provided that they do not have a written refusal to advertise. The compliance with such a refusal and the actual failure of a public media person to carry out advertising activities on social networks can be controlled using artificial intelligence.