AI带货频频“翻车”，谁应负责？

Core Insights - The article discusses the rise of AI-generated live streaming for e-commerce, highlighting both its potential benefits and the associated risks of consumer deception and lack of protection [1][4][10] Group 1: AI in E-commerce - AI-generated live streaming is becoming a standard in e-commerce, particularly during promotional events like "Double Eleven," allowing for cost-effective and efficient operations [3][5] - The technology enables businesses to conduct 24/7 live streams with minimal human intervention, significantly reducing operational costs [5][9] - AI systems can create realistic digital avatars that closely resemble human hosts, enhancing the shopping experience for consumers [5][8] Group 2: Consumer Protection Issues - The use of AI in live streaming has led to issues such as misleading product representations and difficulties in post-purchase support, raising concerns about consumer rights [4][10][15] - Many consumers have reported discrepancies between the products showcased in AI-generated streams and the actual items received, leading to dissatisfaction and claims of fraud [15][16] - The lack of clear labeling regarding AI-generated content complicates consumer recourse in cases of product misrepresentation [15][16] Group 3: Industry Response - Major platforms like Tencent and Douyin are implementing strict regulations against the use of fully AI-driven hosts, emphasizing the need for consumer trust [17][18] - In contrast, platforms like JD and Taobao are more lenient, actively promoting AI-generated content while attempting to balance consumer protection [18] - The industry is at a crossroads, with technological advancements in AI outpacing the development of adequate consumer protection measures [16][18]