AI直播带货，哪个是真的你

Core Viewpoint - The rise of AI-generated content has led to the unauthorized use of celebrity images and voices for marketing, creating confusion and potential legal issues regarding consumer rights and intellectual property protection [1][2][3]. Group 1: AI and Celebrity Impersonation - Multiple instances of AI impersonating celebrities like Wen Zhengrong have been reported, leading to confusion among consumers regarding authenticity [1]. - Platforms like WeChat and Douyin have taken action against AI impersonation, with WeChat removing 12,000 pieces of content and Douyin taking down over 10,000 infringing accounts and 6,700 products [1][2]. Group 2: Legal Framework and Consumer Rights - The legal framework in China, including the Civil Code, protects individuals' rights against unauthorized use of their likeness and voice, emphasizing the need for consent [2][3]. - Misleading AI-generated endorsements violate advertising laws and consumer rights, impacting both individual celebrities and the broader consumer market [3]. Group 3: Challenges in AI Regulation - The complexity of AI technology presents regulatory challenges, as it encompasses various applications beyond impersonation, such as personalized recommendations and pricing discrimination [3]. - There is a need for enhanced protection for vulnerable groups, particularly minors and the elderly, to prevent exploitation in online transactions [4]. Group 4: Consumer Protection Initiatives - New technologies are being developed to assist consumers in protecting their rights, such as the "DeepSeek" guide in Chengdu, which provides resources for legal consultation and consumer rights [5]. - The application of AI in consumer protection can lower barriers to legal action and improve the efficiency of the claims process [5].