图源 福建省消委会微信公众号 随着AI技术的普及，电商平台上AI展示商品的现象日益增多。AI模特穿AI衣服做AI直播......这些经过算法优化的商品或虚拟形象，以近乎完美的状态或场 景吸引消费者。然而，在AI展示背后可能隐藏着商品信息失真、消费者知情权受损等风险。11月14日，记者据福建省消委会微信公众号获悉，福建省消 委会提醒：警惕AI展示背后的真实落差。 比如混合展示陷阱——一些商家采用更为隐蔽的手段，将AI模特图与少量实拍图混杂在一起排列展示。消费者在浏览商品时，很容易误以为这些图片都 是实拍图。 再比如动态视频误导——AI生成的动态展示视频也存在问题。在视频中，AI人的动态、服装摆动幅度、配饰搭配效果等都可能通过算法进行优化，与实 际穿着效果存在显著差异。 福建省消委会提醒消费者要理性看待AI展示，应将AI展示视为一种"创意参考"，而非商品的真实呈现。在选购商品时，要重点关注商品描述中的材质、尺 寸等客观参数，对那些过度完美的展示保持警惕。此外，还应关注评论中的真实评价，警惕"刷单"好评等虚假信息。对于高额商品，建议消费者要求商家 通过视频通话的方式查看实物，确保自己购买的商品符合预期。 经营者应当 ...

Core Insights - The misuse of AI technology by some merchants during the "Double 11" shopping festival has led to significant discrepancies between advertised clothing items and the actual products received by consumers, raising concerns about consumer rights and trust [2] - AI models, while innovative and capable of reducing costs and enhancing product displays, are being exploited by certain businesses to create misleading representations of products, which can ultimately harm their reputation and lead to increased return rates and customer distrust [2] - The implementation of regulations such as the "Artificial Intelligence Generated Synthetic Content Identification Measures" aims to curb the misuse of AI and protect consumer rights, indicating that legal frameworks are evolving to address these issues [3] Group 1 - The "Double 11" shopping festival has seen a surge in consumer complaints regarding discrepancies between AI model representations and actual product quality [2] - Some merchants are using AI models to create an unrealistic "perfect" image of products, which misleads consumers and violates their right to informed purchasing [2] - The over-reliance on AI for creating idealized product images can lead to negative consequences for businesses, including increased return rates and loss of consumer trust [2] Group 2 - The new regulations effective from September 1 require clear identification of AI-generated content to prevent misuse and protect consumer rights [3] - Existing laws, such as the Consumer Rights Protection Law and the E-commerce Law, impose restrictions on false advertising and related practices [3] - The essence of successful online shopping lies in genuine product quality and sincere customer service, rather than artificially manufactured perfection [3]

Core Viewpoint - The article discusses the pervasive influence of AI in advertising and consumer experiences, highlighting the disconnect between brand perceptions and consumer realities, leading to a decline in brand trust and authenticity [5][32][35]. Group 1: AI in Advertising - AI-generated content is increasingly replacing traditional advertising methods, with costs reduced to about one-fourth of traditional production processes [32]. - Brands are adopting AI for marketing, with examples like VOGUE and H&M using AI models to create content without human involvement, aiming for efficiency and cost savings [23]. - Despite the cost savings, the effectiveness of AI-generated ads is questioned, as consumers perceive them as lower quality, impacting brand image negatively [35]. Group 2: Consumer Experience and Perception - Consumers are becoming wary of AI-generated images and advertisements, leading to a demand for authenticity in marketing [24][25]. - The article highlights instances where AI misrepresents products, such as the "peanut tree" advertisement by a brand, which led to public ridicule and a subsequent apology [8][11]. - The rise of AI in consumer interactions, such as in KTVs where AI judges singing performances, adds to the frustration of consumers who feel overwhelmed by AI's presence in leisure activities [28]. Group 3: The Impact of AI on Employment and Creativity - The article notes that while AI can enhance efficiency, it also raises concerns about job displacement and the quality of creative work, as artists fear being overshadowed by AI-generated content [41]. - There is a growing sentiment that human creativity and expertise are essential in leveraging AI effectively, as the nuances of human experience cannot be replicated by AI [40]. - The introduction of regulations requiring AI-generated content to be clearly labeled reflects the industry's recognition of the need for transparency and accountability [41].

Group 1 - The article discusses the pervasive influence of AI in various aspects of daily life, highlighting its presence in advertising, food delivery, and entertainment, often leading to a disconnect between consumer expectations and reality [5][9][38] - AI-generated content is criticized for lacking authenticity and quality, with examples of misleading advertisements and subpar products that do not match their AI-enhanced representations [19][27][38] - The cost-effectiveness of AI in advertising is emphasized, with reports indicating that AI-generated ads can be produced at approximately one-fourth the cost of traditional methods, raising concerns about the impact on brand image and consumer trust [36][37][38] Group 2 - The article notes that brands are increasingly adopting AI technologies, with major companies like H&M and Levi's utilizing AI models to create diverse marketing images without human involvement, which may lead to a decline in the perceived value of human creativity [23][48] - There is a growing trend of AI-generated models in e-commerce, with platforms like Taobao and Pinduoduo facing challenges related to authenticity and consumer trust, as AI-generated images often do not reflect the actual products [19][20][27] - The introduction of regulations requiring clear labeling of AI-generated content is mentioned, indicating a shift towards greater transparency in the use of AI in marketing and advertising [50][51]