电商AI主播形象侵权的知识产权研究

A Study on Intellectual Property Infringement of AI Anchors’ Likeness in E-Commerce

摘要: 科技驱动下的电商直播已迈入AI时代，AI主播知识产权侵权风险也随之产生。部分AI主播应用方意图使用被仿形象的影响力、粉丝基础等资源牟取商业利益，这会构成对权利人信息网络传播权、改编权等知识产权的侵害，同时也属于不正当竞争行为。司法实践中，面临着“作品”认定标准不一、AI主播主体资格不明、行政监管和行业标准缺少、立法滞后于技术发展四个困境，对此应针对性地确立AI主播的法律主体地位、及时构建AI主播知识产权行政监管制度、完善AI主播侵权纠纷的司法解释与裁判规则，从而实现预防侵权、追责侵权，并促进AI直播技术创新与知识产权保护的平衡发展。

Abstract: Driven by technological advancement, e-commerce live streaming has entered the AI era, bringing with it emerging risks of intellectual property (IP) infringement by AI anchors. Some AI anchor developers attempt to exploit the popularity, fan base, and commercial value of imitated likenesses for profit, which constitutes an infringement of the right of information network dissemination, adaptation rights, and other IP rights of the original rights holders. Such practices may also fall under acts of unfair competition. In judicial practice, several challenges persist, including inconsistent standards for determining what constitutes a “work,” unclear legal subject status of AI anchors, a lack of administrative regulation and industry standards, and legislation lagging behind technological developments. To address these issues, targeted measures should be taken, such as establishing the legal subject status of AI anchors, promptly building an administrative regulatory framework for AI anchor IP, and improving judicial interpretations and adjudication rules for infringement disputes. These steps can help prevent infringement, ensure accountability, and promote a balanced development between AI-driven live streaming innovation and IP protection.