Core Viewpoint - The misuse of AI face-swapping technology is undermining the live e-commerce ecosystem, leading to a cycle of poor quality content and eroding consumer trust [1][2][3] Group 1: Supply Side Issues - The emergence of AI face-swapping is creating a "bad money drives out good" phenomenon, where the core competitiveness of live e-commerce, which should be based on content value and product quality, is being compromised [1] - As the cost of infringement is significantly lower than the cost of rights protection, more businesses are opting for low-cost imitation rather than investing in innovation [1] - This trend risks leading to content homogenization and a decline in product quality, ultimately harming the industry's innovative vitality and sustainable development [1] Group 2: Consumer Trust Challenges - AI face-swapping technology blurs the line between reality and deception, making it difficult for consumers to distinguish between genuine and fake content [2] - As a result, consumer purchasing decisions become hesitant, leading to decreased repurchase rates and increased user attrition [2] - The damage to consumer trust can have a ripple effect, causing consumers to question the integrity of the entire live e-commerce industry, which could hinder its growth [2] Group 3: Potential of AI Technology - While AI face-swapping poses challenges, the technology itself is neutral and can lower the entry barriers for small businesses, allowing quality products to reach more consumers through digital means [2] - The live e-commerce sector is currently in a golden period, benefiting from the shift of consumption online and technological empowerment, leading to continuous market expansion [2] Group 4: Governance and Regulation - The current issues stem from a lack of governance, including outdated platform review technologies and insufficient industry regulations, which allow for the proliferation of AI face-swapping misuse [3] - A comprehensive governance system is needed, including detailed standards for identifying AI-generated content infringement, increased compensation amounts, and clarified responsibilities among platforms, merchants, and technology providers [3] - Industry associations should establish compliance guidelines and a three-tiered mechanism for self-inspection, platform verification, and consumer supervision to reduce the space for fraud [3] Group 5: Technological Solutions - E-commerce platforms should invest in upgrading detection technologies, such as deepfake detection models, to analyze unnatural features in videos and audio [3] - Implementing real-time monitoring systems that trigger alerts and pause live streams when risks are detected is essential [3] - A robust technological defense, coupled with a strong legal framework and collaborative industry governance, is crucial to eliminate the prevalence of fake content and restore consumer trust [3]