Core Viewpoint - The rise of AI-generated impersonations of celebrities, such as actress Wen Zhengrong, is misleading consumers and undermining trust in digital platforms, particularly in live-streaming sales [1] Group 1: Industry Impact - AI impersonation is exploiting celebrity credibility to induce consumer purchases, making it difficult for consumers to distinguish between real and fake [1] - The normalization of "videos not necessarily reflecting the truth" is expected to lead to a continuous decline in consumer trust towards live-streaming sales, potentially triggering a backlash across the entire industry [1] Group 2: Recommendations for Action - Platforms are urged to enhance their technological investments to combat AI impersonation, improving the efficiency of infringement detection [1] - Regulatory bodies need to refine punishment standards and significantly increase the costs associated with illegal impersonation to deter such practices [1] - Ensuring that AI operates within legal and ethical frameworks is essential for fostering a positive digital ecosystem [1]