女演员温峥嵘被AI盗播带货，直播间质问反被拉黑，平台该担责吗？

Core Viewpoint - The incident involving actress Wen Zhengrong highlights the urgent need for legal and regulatory intervention regarding the unauthorized use of AI-generated images for commercial purposes, raising questions about platform accountability [2][4][6] Group 1: Celebrity Rights Protection - Celebrities must follow a structured approach to protect their rights, starting with evidence collection, such as saving screenshots of AI broadcasts and links to infringing products [2][3] - Legal actions can be taken against merchants for infringing on portrait rights and name rights, with the Civil Code providing a solid legal basis for such claims [3][4] Group 2: Platform Responsibilities - Platforms cannot evade responsibility and must implement preemptive measures, such as using technology to identify AI-generated content and verifying identities in live broadcasts [4][6] - Upon receiving reports of infringement, platforms are required to act within 24 hours to remove infringing content, as stipulated by the E-commerce Law [4][6] Group 3: Legal Framework and Enforcement - The Civil Code and E-commerce Law provide a clear legal framework for rights holders to notify platforms and enforce their rights against unauthorized use of AI [4][5] - Regulatory bodies need to increase penalties for violations, as demonstrated by past cases where companies were fined for impersonating public figures [5][6] Group 4: Challenges and Solutions - The covert nature of AI fraud complicates enforcement, but proactive monitoring and technological upgrades are essential for platforms to prevent misuse [5][6] - Collective action among celebrities, platforms, and regulatory authorities is necessary to effectively combat the misuse of AI technology [6]