“复活”茶界泰斗代言、伪造主持人卖货：AI不可逾越哪些红线？

Core Viewpoint - The use of AI technology to "revive" deceased individuals for commercial endorsements raises ethical concerns and legal issues, particularly when done without the consent of the deceased's family [4][5][6]. Group 1: Ethical and Legal Implications - The recent controversy surrounding the AI-generated video of the late tea master Zhang Tianfu endorsing a tea company highlights the potential for misuse of AI in marketing, which can violate the deceased's image and reputation rights as protected by laws such as the Civil Code [4]. - The family of Zhang Tianfu has expressed intentions to pursue legal action to protect their rights, indicating the seriousness of unauthorized use of a deceased person's likeness for commercial gain [4]. - The trend of using AI to create content featuring deceased individuals has become more common, with instances of other historical figures being digitally resurrected for various media, raising questions about respect for the deceased and the impact on their families [4]. Group 2: Consumer Protection and Market Trust - The misuse of generative AI in advertising can mislead consumers, as seen in a case where a company falsely claimed its product could treat multiple diseases and used a fabricated image of a well-known host to promote it [5]. - This manipulation exploits consumer trust in authoritative figures and media, significantly reducing vigilance among consumers and undermining the integrity of the market [5]. - The low barrier to creating AI-generated videos poses a risk, as even minimal audio or video material can be used for deep synthesis, complicating the enforcement of data security and ethical standards [5]. Group 3: Technological Development and Governance - While AI is intended to serve humanity, its development must remain within legal and ethical boundaries to prevent it from becoming a tool for exploiting the deceased or misleading the public [6]. - Effective governance of AI technology is essential to ensure it contributes positively to society and maintains public trust [6].