AIGC在电子商务营销中的应用及信息真实性挑战
The Application and Challenges of Information Authenticity of AIGC in E-Commerce Marketing

随着人工智能技术的快速发展，人工智能生成内容(AIGC, AI-Generated Content)在多个行业展现出强大的内容创作能力，尤其在电子商务领域发挥了重要作用。近年来，电商行业规模不断扩大，市场竞争日益激烈，各大平台纷纷引入AI技术，以优化商品展示、提升用户体验并增强营销效果。AIGC在电子商务中的应用日益广泛，涵盖个性化广告推荐、用户评价智能概括、AI数字人直播带货等多个领域。其强大的文本生成能力提高了内容创作效率，但同时也带来了信息真实性、内容偏见、数据安全等挑战。基于此，本文探讨了AIGC在电商平台中的应用现状及其潜在风险，并从法律监管、平台审核、算法优化和用户反馈四个方面提出应对措施，为构建AI时代更加健康有序的电子商务生态提供指引。
With the rapid advancement of artificial intelligence technology, AI-Generated Content (AIGC) has demonstrated powerful content creation capabilities across various industries, playing a particularly significant role in the e-commerce sector. In recent years, the scale of the e-commerce industry has continued to expand, with increasingly fierce market competition. Major platforms have actively integrated AI technology to optimize product displays, enhance user experiences, and improve marketing effectiveness. The application of AIGC in e-commerce has become increasingly widespread, covering areas such as personalized advertising recommendations, intelligent summarization of user reviews, and AI-powered virtual influencers for live commerce. While its advanced text generation capabilities greatly improve content creation efficiency, they also introduce challenges related to information authenticity, content bias, and data security. In light of these concerns, this paper examines the current applications and potential risks of AIGC in e-commerce platforms and proposes countermeasures from four perspectives, including legal regulations, platform review mechanisms, algorithmic optimization, and user feedback. These insights aim to provide guidance for building a healthier and more orderly e-commerce ecosystem in the AI era.