On Wednesday, 27 August 2025, at 2 p.m., at the New University, within the framework of the project Reformed Constitutionalism for a Just and Sustainable Algorithmic Society (ConAlgo), Helena Uršič Vrabec delivered her inaugural lecture for appointment to the title of Associate Professor in the field of Law and Digital Technology. The General Data Protection Regulation (GDPR) grants individuals a number of rights intended to enable control over personal data in the digital environment. However, the development of artificial intelligence makes the exercise of these rights more difficult. In particular, the right to erasure and the right of access to personal data are under pressure. The first part of the lecture provided a systematic overview of these rights and a brief comparative legal analysis of their implementation in non-European jurisdictions, including the consequences of the so-called Brussels effect. In the second part, the lecturer focused on the application of these rights in the age of artificial intelligence. She reviewed several key cases in which EU authorities initiated proceedings against global tech giants and imposed fines. She also mentioned recently adopted guidelines by supervisory authorities aimed at improving the interpretation of the rights in the new technological environment, and briefly summarized recent developments in practice.