Core Viewpoint - The article highlights the growing concerns regarding the misuse of AI-generated content in live streaming e-commerce, emphasizing the need for clear labeling and regulation to protect consumer rights [1][2][3] Group 1: AI Technology and Consumer Rights - A survey conducted by the Beijing Consumer Association revealed that nearly 90% of respondents believe AI-generated content should be clearly labeled, with over 70% accepting virtual backgrounds but insisting on significant prompts [1][2] - The investigation identified three major issues regarding AI technology's impact on consumer rights, including insufficient protection of the right to know, leading to confusion between real and AI-generated content [1][2] Group 2: Regulatory Measures and Industry Response - The Beijing Consumer Association, in collaboration with eight major e-commerce platforms, signed the first national "Commitment to Promote the Standardized Application of AI Technology," establishing compliance guidelines for AI usage [2][3] - The commitment mandates that merchants and content creators must clearly label AI-generated digital hosts and virtual scenes, and prohibits the use of AI face-swapping technology to impersonate celebrities [3] Group 3: Monitoring and Enforcement - E-commerce platforms are required to implement monitoring measures for live content and scenes, ensuring that any unmarked AI-generated content is promptly flagged and addressed [3] - The Beijing Consumer Association plans to continue monitoring AI technology applications and educate consumers on identifying false content, enhancing their ability to discern authenticity [3]