Core Viewpoint - The rapid penetration of AI-generated content in the e-commerce sector has led to significant consumer issues, particularly concerning misleading product representations and a lack of transparency in advertising practices [1][2]. Group 1: Issues with AI-Generated Content - Many merchants are using AI-generated images and videos to promote products, which often leads to discrepancies between the advertised and actual products, raising concerns about consumer rights [1][2]. - The prevalence of "AI deception" in various platforms, including short video and food delivery services, indicates a growing problem that affects consumer trust and satisfaction [1]. - Merchants often deny using AI technology despite evident discrepancies, reflecting a careless attitude towards ethical marketing practices [1]. Group 2: Legal and Regulatory Framework - Merchants must adhere to legal standards that require truthful, comprehensive, and accurate representations of products, as outlined in the Consumer Rights Protection Law [2]. - The use of AI-generated content that significantly differs from actual products without proper disclosure constitutes false advertising and infringes on consumer rights [2]. - There is a need for regulatory bodies to enhance governance by establishing clear guidelines for the use of AI in e-commerce, including a negative list of prohibited practices [2][3]. Group 3: Recommendations for E-commerce Platforms - E-commerce platforms should improve their technical capabilities to automatically identify AI-generated content and ensure compliance with advertising standards [3]. - Measures such as mandatory labeling, traffic restrictions, product delisting, and account suspension should be implemented for non-compliant merchants [3]. - Regulatory authorities should actively collect evidence of deceptive practices and impose significant legal penalties on violators to promote adherence to ethical standards [3].

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].