焦点访谈｜真假难辨 警惕AI带货“李鬼”！

Core Viewpoint - The rise of AI-generated content in e-commerce, particularly in live streaming and short video platforms, has led to the emergence of counterfeit endorsements and products, posing significant challenges to consumer protection and digital governance [1][20]. Group 1: AI Technology and Counterfeiting - Some merchants are using AI technology to impersonate celebrities and promote agricultural products, making it difficult for consumers to distinguish between genuine and fake endorsements [1][16]. - The use of AI has resulted in misleading representations of products, such as exaggerated claims about the size and yield of agricultural products like the Zhangshu Port chili pepper [3][12]. - Technical flaws in AI-generated videos, such as unrealistic visuals and "穿模" (model penetration), highlight the limitations of current AI capabilities in accurately depicting real-world physics [7][9]. Group 2: Legal and Regulatory Implications - The actions of these counterfeiters may constitute civil and criminal offenses, violating consumer rights and potentially infringing on intellectual property laws [14][16]. - Legal experts emphasize that misleading consumers through AI-generated content can lead to violations of the Consumer Protection Law and the E-commerce Law in China [14][23]. - Recent regulations require all AI-generated content to be clearly labeled, yet many platforms struggle to enforce these rules effectively [25][27]. Group 3: Consumer Awareness and Platform Responsibility - Consumers often find it challenging to identify AI-generated content, leading to instances of deception and dissatisfaction with purchased products [20][21]. - Platforms are urged to enhance their AI content recognition systems and implement measures like digital watermarks to prevent the spread of false information [29][31]. - A collaborative effort among technology developers, platforms, and regulatory bodies is essential to combat AI fraud and protect consumer trust in the digital marketplace [31].