AIGC在电子商务应用中的法律风险及对策研究

Research on Legal Risks and Countermeasures of AIGC Application in Electronic Commerce

摘要: 随着人工智能技术的快速发展，AIGC (生成式人工智能)在电商行业中得到了广泛应用，显著提升了内容生成效率、优化了用户体验，并推动了营销策略的创新。AIGC能够自动生成产品描述、广告文案、客服回复等内容，显著降低运营成本，增强创意与创新能力。然而，AIGC的广泛应用也带来了诸多法律风险，例如著作权侵权、虚假广告、个人信息侵权等法律问题。本文对AIGC在电商行业中的应用场景及相关法律风险进行了深入分析，并提出了应对这些风险的具体对策，包括加强知识产权保护、规范虚假广告、强化数据隐私保护措施等，以及进一步完善相关的法律法规，以更好地应对AIGC技术带来的挑战，为电商企业提供法律合规的实践指导，并为立法者如何适应技术发展提供参考。

Abstract: With the rapid development of artificial intelligence technology, AIGC (Generative Artificial Intelligence) has been widely used in the e-commerce industry, significantly improving the efficiency of content generation, optimizing the user experience, and driving innovation in marketing strategies. AIGC can automatically generate product descriptions, advertising copy, customer service responses and other content, significantly reducing operating costs and enhancing creativity and innovation. However, the wide application of AIGC also brings many legal risks, such as copyright infringement, false advertising, personal information infringement and other legal problems. This paper makes an in-depth analysis of the application scenarios and related legal risks of AIGC in the e-commerce industry, and puts forward specific countermeasures to deal with these risks, including improving intellectual property protection, regulating false advertising, strengthening data privacy protection measures, etc., and further improving relevant laws and regulations to better cope with the challenges brought by AIGC technology. It provides practical guidance on legal compliance for e-commerce enterprises and provides references for legislators on how to adapt to technological developments.