Consumers are increasingly exposed to Artificial Intelligence (AI) in their daily lives, either through their own actions or through third parties who subject them to AI (e.g. via connected devices or digital applications). In this context, a major tension emerges between, on the one hand, the technological contributions of AI that underpin consumers behaviour and, on the other hand, consumer protection, mainly due to the risks posed by AI. Against this backdrop, this collective work explores the interplay between AI governance and consumer protection from a European Union market perspective. In that respect, an analysis of the existing and future European governance is conducted in order to assess its capacity to meet the various challenges posed by AI. In particular, the effectiveness of consumer protection and fundamental rights in the EU digital market calls for a regulatory ecosystem that fosters trust and therefore, upstream, transparency, accuracy and explainability of AI systems. The book explores normative paths - from hard law to standardisation - and other tools of monitoring and supervision - from ethics to media literacy - that could progressively lead to a fair, comprehensive and balanced governance of AI in the Union. Overall, this holistic analysis of European consumer protection in the AI regulatory ecosystem contributes to rethink the figure of the consumer, its contours, and its place in the digital market.