Core Points - The rise of AI-generated content in e-commerce, particularly in live streaming and short video platforms, has led to the emergence of counterfeit products and impersonation of celebrities, creating challenges for consumer trust and digital governance [1][12][24] - The use of AI technology to create misleading promotional content has raised legal concerns, as it infringes on the rights of individuals and brands, potentially leading to civil and criminal liabilities [11][18][28] Group 1: AI Technology and E-commerce - AI technology is being misused to impersonate celebrities and promote counterfeit products, making it difficult for consumers to distinguish between genuine and fake offerings [12][16] - The phenomenon of "穿模" (model penetration) in AI-generated videos highlights the technical flaws that can mislead consumers, as seen in the exaggerated representations of agricultural products [5][7][9] Group 2: Legal and Regulatory Framework - Legal experts emphasize that the unauthorized use of AI to create deceptive content constitutes a violation of personal rights and can lead to legal repercussions under existing laws [11][18] - The implementation of the "Artificial Intelligence Generated Content Identification Measures" aims to ensure that all AI-generated content is clearly labeled, requiring platforms to verify and audit such content before it goes live [20][22] Group 3: Consumer Awareness and Platform Responsibility - Consumers are often unaware of the AI-generated nature of promotional content, leading to instances of fraud and dissatisfaction with purchased products [16][24] - Platforms are urged to enhance their AI content recognition systems and adopt measures like digital watermarks and blockchain technology to improve the traceability and authenticity of content [28][25]

Core Viewpoint - The rise of AI-generated content in e-commerce, particularly in live streaming and short video platforms, has led to the emergence of counterfeit endorsements and products, posing significant challenges to consumer protection and digital governance [1][20]. Group 1: AI Technology and Counterfeiting - Some merchants are using AI technology to impersonate celebrities and promote agricultural products, making it difficult for consumers to distinguish between genuine and fake endorsements [1][16]. - The use of AI has resulted in misleading representations of products, such as exaggerated claims about the size and yield of agricultural products like the Zhangshu Port chili pepper [3][12]. - Technical flaws in AI-generated videos, such as unrealistic visuals and "穿模" (model penetration), highlight the limitations of current AI capabilities in accurately depicting real-world physics [7][9]. Group 2: Legal and Regulatory Implications - The actions of these counterfeiters may constitute civil and criminal offenses, violating consumer rights and potentially infringing on intellectual property laws [14][16]. - Legal experts emphasize that misleading consumers through AI-generated content can lead to violations of the Consumer Protection Law and the E-commerce Law in China [14][23]. - Recent regulations require all AI-generated content to be clearly labeled, yet many platforms struggle to enforce these rules effectively [25][27]. Group 3: Consumer Awareness and Platform Responsibility - Consumers often find it challenging to identify AI-generated content, leading to instances of deception and dissatisfaction with purchased products [20][21]. - Platforms are urged to enhance their AI content recognition systems and implement measures like digital watermarks to prevent the spread of false information [29][31]. - A collaborative effort among technology developers, platforms, and regulatory bodies is essential to combat AI fraud and protect consumer trust in the digital marketplace [31].