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Core Points - The rise of AI-generated content in e-commerce, particularly in live streaming and short video platforms, has led to the emergence of counterfeit products and impersonation of celebrities, creating challenges for consumer trust and digital governance [1][12][24] - The use of AI technology to create misleading promotional content has raised legal concerns, as it infringes on the rights of individuals and brands, potentially leading to civil and criminal liabilities [11][18][28] Group 1: AI Technology and E-commerce - AI technology is being misused to impersonate celebrities and promote counterfeit products, making it difficult for consumers to distinguish between genuine and fake offerings [12][16] - The phenomenon of "穿模" (model penetration) in AI-generated videos highlights the technical flaws that can mislead consumers, as seen in the exaggerated representations of agricultural products [5][7][9] Group 2: Legal and Regulatory Framework - Legal experts emphasize that the unauthorized use of AI to create deceptive content constitutes a violation of personal rights and can lead to legal repercussions under existing laws [11][18] - The implementation of the "Artificial Intelligence Generated Content Identification Measures" aims to ensure that all AI-generated content is clearly labeled, requiring platforms to verify and audit such content before it goes live [20][22] Group 3: Consumer Awareness and Platform Responsibility - Consumers are often unaware of the AI-generated nature of promotional content, leading to instances of fraud and dissatisfaction with purchased products [16][24] - Platforms are urged to enhance their AI content recognition systems and adopt measures like digital watermarks and blockchain technology to improve the traceability and authenticity of content [28][25]