生成式人工智能在电商个性化推荐中的应用与伦理挑战
Application of Generative AI in E-Commerce Personalized Recommendation and Ethical Challenges

随着生成式人工智能(AI)技术的迅猛崛起，其在电商领域的应用正日益成为学术界和业界关注的焦点。本文以电商巨头亚马逊为具体案例，探讨了生成式AI在电商个性化推荐中的广泛应用场景、实际产生的显著效果，以及伴随而来的伦理挑战。本文展现了生成式AI如何凭借其强大的数据处理和生成能力，提升电商个性化推荐的精准度和用户体验。同时，本文也深刻剖析了生成式AI在数据隐私保护、算法偏见消除和内容真实性保障等方面存在的伦理问题，并针对性地提出了一系列治理策略，旨在为电商行业的健康发展提供有益参考。
With the rapid rise of generative artificial intelligence technology, its application in the field of e-commerce is increasingly becoming the focus of academic and industry attention. Taking e-commerce giant Amazon as a specific case, this paper discusses the wide application scenarios of generative AI in e-commerce personalized recommendation, the actual significant effects, and the accompanying ethical challenges. This article shows how generative AI, with its powerful data processing and generation capabilities, can improve the accuracy and user experience of personalized recommendations for e-commerce. At the same time, this paper also deeply analyzes the ethical problems existing in generative AI in data privacy protection, algorithm bias elimination and content authenticity assurance, and puts forward a series of governance strategies, aiming at providing useful references for the healthy development of the e-commerce industry.