Internet celebrity "Xiucai" has withdrawn from the network, and the digital person "Jianguo" has reappeared. According to media reports, on some social platforms, there is a digital human video content dedicated to hunting the elderly. They are generated in batches, although the tone is stiff, the expression is uniform, and sometimes even the lip shape is not right, but they have successfully harvested a large number of middle-aged and elderly "fan girls".

如在某平臺搜索，就出現了18個“建國”，粉絲數量從幾千到數萬不等，其中10個賬號開通了櫥窗，帶貨量可觀。該帳號持有人說，依靠“建國”幾個月就賺到5萬左右，成本30元商品可賣299元。

Screenshot of the video

To a large extent, these "Jianguo" digital human accounts that started in batches are actually taking the route of reproducing "Xiucai", from character design to speech, they are all specialized in middle-aged and elderly groups on social platforms. For example, its iconic mantra is "good sister" and "baby sister".

This kind of account often has highly similar characteristics, including the same background, character image, and even the sitting posture and demeanor are consistent, the only difference is the content of the digital human broadcast, covering emotional communication, Chinese culture, traditional Chinese medicine health, leisure and health care and other fields, there is always one that can hit the pain points of the elderly, so as to attract a lot of attention.

Moreover, the model is also more "cautious" in avoiding the red line of supervision. The holder of the "Jianguo" digital human account bluntly stated that "the content is rubbing the edges" and made it clear that "you must not accept large red envelopes". Even, a small part of the content is still marked in small print with the words "created by AI digital humans" in inconspicuous positions.

But obviously, this set of "digital people + emotional value + low-priced goods", specializing in the video delivery model of middle-aged and elderly user groups, is a new routine. You must know that what they use is the information asymmetry and psychological pain points of some elderly users, so that the elderly are "willingly" invested in real feelings and real money. In addition, the information created is also a lot of repetitive marketing rhetoric.

However, from a regulatory perspective, a practical problem currently faced is that these digital human videos are not exactly the same as the situation of "AI Jin Dong" that appeared before, and it is difficult to directly characterize them as "fraud". How to strengthen the supervision of this model still needs to be further clarified by the platform and the relevant governance measures are improved.

It should be noted that the emergence of this new type of drainage and delivery mode that relies on digital humans is a product of the continuous popularization of current AI applications. Today's mass production costs are very low, and copywriting can be quickly obtained with the help of a variety of AI models, which makes such models easy to replicate. It is foreseeable that this will become a new challenge that must be faced by the supervision of video content after the increasing popularity of digital humans.

The Measures for the Identification of Artificial Intelligence Generated and Synthetic Content, which will be implemented from 1 0 this year, stipulate that all AI-generated text, pictures, videos and other content must be prominently marked. Where is the normative boundary of digital human delivery? Should the digital human delivery model be restricted? How to make the annotation of AI-generated content, including digital humans, more eye-catching? There should be clearer criteria for these issues.

In addition, this kind of content aimed at middle-aged and elderly audiences has become more and more, and it is "tried and tested", which still reminds the popularization of Internet literacy about middle-aged and elderly groups to keep up. For example, how to identify AI-generated content and general drainage and delivery routines may be included in the care action for the elderly.

At the same time, in the current era of video, as children, we should also give more care to elderly parents, and consciously prevent routine video content from robbing the attention, wallet and even "mind" of the elderly. For example, some digital human videos use the psychology of the elderly to miss their children to guide interaction and let the elderly "take the bait".

In short, for the emerging "founding of the country", the platform governance rules and digital human application specifications should be further improved, which not only involves the ethical issues of commercial marketing, but also the rights and interests of middle-aged and elderly groups online.