虚拟数字人直播带货的治理挑战及应对策略
Governance Challenges and Response Strategies of Virtual Digital Person Live Streaming with Goods

当前，随着我国生成式人工智能技术的发展，虚拟数字人正逐渐被应用于各行各业的各个领域。在跨境电商领域，虚拟数字人作为带货主播频繁亮相于各大品牌直播间，极大地推动了市场规模增长。然而，虚拟直播技术也带来生成内容真实性、知识产权侵犯、隐私权泄露等法律与伦理风险。论文首先对虚拟数字人主播的主体地位进行了探讨，随后深入剖析了其在数据安全、算法偏见、知识产权等方面的治理挑战。为有效应对这些挑战，论文提出应制定完善AI数字人直播规范、贯彻包容审慎监管、实施分级分类监管与跨领域协同治理，并建议商家完善合规体系，以确保虚拟数字人直播带货合法合规发展。
Currently, with the development of China’s generative artificial intelligence technology, virtual digital people are gradually being applied to various fields in various industries. In the field of cross-border e-commerce, virtual digital people frequently appear in the live broadcasting room of major brands as the anchor with goods, which greatly promotes the growth of the market scale. However, virtual live broadcasting technology also brings legal and ethical risks, such as the authenticity of generated content, intellectual property infringement, and privacy leakage. The dissertation first discusses the subjective status of virtual digital anchors, and then analyzes their governance challenges in terms of data security, algorithmic bias, and intellectual property rights. In order to effectively address these challenges, the paper proposes that AI digital person live broadcasting norms should be formulated and improved, inclusive and prudent regulation should be implemented, hierarchical and classified regulation should be implemented and cross-domain collaborative governance should be carried out, and merchants are advised to improve the compliance system to ensure the legal and compliant development of virtual digital person live streaming bandwagon.