景 聞
A few days ago, the four departments jointly issued the "Measures for the Identification of Artificial Intelligence Generated and Synthetic Content" (hereinafter referred to as the "Measures"), which regulates the content identification of artificial intelligence generated and synthesized to protect the legitimate rights and interests of citizens, legal persons and other organizations and promote the healthy development of artificial intelligence.
At the beginning of this year, with the explosion of AI applications such as DeepSeek, all walks of life are eager to explore the application of AI in their respective fields, looking forward to improving efficiency and creating new value through AI.
However, in the face of the surging AI application boom, some chaos has also attracted people's attention. For example, the false information produced by AI misleads the audience and pollutes the public opinion space; Criminals are using increasingly realistic AI-generated technology to impersonate others and commit fraud. Another example is in the field of e-commerce: some unscrupulous merchants rely on AI fake pictures and low prices to attract consumers to place orders, but "the goods are not right"; Some live broadcast rooms use AI fake backgrounds to disguise "factory delivery", which constitutes a deception to consumers; Some opportunistic merchants use AI to steal a large number of pictures of original merchants, and effortlessly maliciously copy money, intensifying industry competition. It can be said that in the face of AI fraud, different industries are facing different practical problems.
The promulgation of the Measures aims to prevent and control the fraud and abuse of artificial intelligence (hereinafter referred to as AI) technology. Internet platforms are the main medium for the dissemination of AI-generated information, and they should be the backbone of governance. The Measures stipulate the identification specifications of relevant content, and clearly stipulate the review and inspection responsibilities of relevant platforms. After the promulgation of the "Measures", the platform also began to respond positively. Content platforms such as Kuaishou and Doubao began to mark AI-generated words in the information flow to remind consumers to pay attention to screening. For another example, Taobao intercepts the upload of distorted AI fake images through model recognition; It is expressly forbidden to use AI and other technical synthesis methods to present product information renderings that are significantly distorted and inconsistent with reality.
It is worth mentioning that, unlike information and entertainment content, product images are directly related to consumption decisions, and the application of AI should be based on the principles of improving consumer experience and promoting originality, otherwise it is easy to become an "assist" for the black and gray industry. If the phenomenon of using AI fake images to promote products is rampant, it will directly harm consumers' consumption experience and willingness to consume, hit the business confidence of merchants who operate with integrity, and will not be able to achieve the goal of "quality e-commerce". The e-commerce platform has improved its specifications and introduced governance measures, which is worthy of recognition. However, in order to minimize the impact of AI abuse and restore a clear space in the consumer field, the support and efforts of the whole society are needed.
Issues such as "how to balance technological progress and ethical norms" are becoming more realistic and urgent, and only by upholding the principle of balancing development and security can AI truly serve a better life. People must have value judgments, relevant enterprises and platforms must have a value orientation, and the prevention and control of AI application chaos should be done as soon as possible, and everyone must fulfill their responsibilities.