商家的心态说明，"AI照骗"在电商领域的生存环境很好，商家面临的违法成本不高、法律风险不大。实 际上，目前还缺乏在电商领域调整规范AI生成技术使用的细则，电商平台还没有普遍建立有效识别、 拦截、遏制"AI照骗"的监督机制，监管部门对这一乱象的关注和治理与消费者的需求还存有一定差距。 这样的环境助长了商家使用AI生成技术的侥幸心理、投机心理。 商家不论使用何种技术、以何种方式宣传，均应守住以全面、真实、准确为核心的法律底线和诚信底 线，均应保证商品宣传素材与实物相符。《消费者权益保护法》规定，经营者向消费者提供有关商品或 者服务的质量、性能、用途、有效期限等信息，应当真实、全面，不得作虚假或者引人误解的宣传。商 家利用AI技术生成或修饰的商品图片、视频与实物存有实质性差异，且未显著标注AI生成标识，构成 虚假宣传，侵犯了消费者的知情权。同时，这种行为还会在电商平台产生劣币驱逐良币的后果，破坏公 平竞争的市场环境。 登录新浪财经APP 搜索【信披】查看更多考评等级 李英锋 随着AI生成技术在电商领域的快速渗透，不少商家开始使用AI生成的图片、视频作为商品宣传素材， 凭借精美视觉效果吸引消费者下单。但这类商品宣传往 ...

Core Viewpoint - The rise of AI-generated images in e-commerce has led to a surge in consumer disputes, as many products do not match the highly polished promotional images, resulting in a gray industry exploiting low-cost technology for deceptive advertising [4][5][9]. Group 1: Consumer Complaints - Numerous consumers have reported receiving products that significantly differ from the AI-generated images used for marketing, leading to feelings of frustration and betrayal [5][7]. - A notable case involved a consumer who ordered a plush toy based on an AI-generated image, only to receive a poorly made version that did not resemble the advertised product [5]. - Data from the Wuxi Consumer Rights Protection Committee indicated that there were 127 complaints related to smart service consumption in the third quarter of 2025, many of which involved disputes over AI-generated promotional materials [8]. Group 2: Gray Industry Formation - The low cost of creating AI-generated images has attracted unscrupulous merchants who can produce high-quality promotional content without the need for traditional product development processes [9]. - Some online platforms are selling AI tools that allow merchants to generate realistic product images quickly, significantly reducing marketing costs compared to hiring models and photographers [9]. Group 3: Legal Implications - The use of AI-generated images without proper disclosure may violate consumer rights and advertising laws, potentially leading to penalties for businesses [10][11]. - New regulations effective from September 1, 2025, require clear labeling of AI-generated content used for commercial purposes, and failure to comply could result in legal consequences [10]. Group 4: Recommendations for Governance - A collaborative approach involving regulators, platforms, industries, and consumers is essential to address the issues surrounding AI-generated promotional images [12]. - Regulatory bodies should establish clear guidelines for the use of AI-generated content in e-commerce, while platforms must enforce stricter compliance measures and improve dispute resolution processes [12]. - Industry self-regulation is crucial, with associations encouraged to create ethical standards for AI technology use in e-commerce [12].