人工智能技术赋能电商的方式与算法歧视问题研究

Research on the Methods of Artificial Intelligence Technology Empowering E-Commerce and the Issue of Algorithmic Discrimination

摘要: 在数字经济背景下，人工智能广泛应用于电商平台的推荐、营销、客服与风控等环节，显著提升了效率与服务水平。然而，算法的不透明性与平台逐利逻辑也引发了价格歧视、标签化推荐和信用评价不公等“算法歧视”现象，严重损害消费者权益。本文在梳理算法歧视表现及成因的基础上，借鉴欧盟GDPR、AI Act与DSA的治理经验，提出我国应采取渐进式、分级治理路径，强化平台透明义务与消费者救济机制，推动多元共治，以实现技术发展与社会公平的平衡。

Abstract: In the context of the digital economy, artificial intelligence has been widely applied to e-commerce platforms in areas such as recommendation, marketing, customer service, and risk control, significantly improving efficiency and service quality. However, the opacity of algorithms and profit-driven logic of platforms have also led to phenomena of “algorithmic discrimination”, including price discrimination, labeling-based recommendations, and unfair credit evaluations, which seriously undermine consumer rights. Based on an analysis of the manifestations and causes of algorithmic discrimination, this paper draws on governance experiences from the EU’s GDPR, AI Act, and DSA, and proposes that China should adopt a gradual, risk-based regulatory approach, strengthen platform transparency obligations and consumer remedies, and promote multi-stakeholder governance to achieve a balance between technological development and social fairness.