电子商务领域人工智能辅助个性化推荐的风险与规制

Risks and Regulation of Artificial Intelligence-Assisted Personalised Recommendations in E-Commerce Field

摘要: 随着电子商务的快速发展，个性化推荐系统已成为提升用户体验和平台销售额的关键工具。然而，该系统在广泛应用的同时，也伴随着过度个性化与信息茧房效应、算法偏见与公平性挑战、数据隐私与安全风险、用户体验与接受度挑战等风险和挑战。本文旨在深入探讨这些风险和挑战，分析其对电子商务行业和用户的影响，并提出相应的规制策略。通过加强规制，期望为电子商务平台的合规运营和用户的合法权益保护提供有益参考，推动电子商务行业的健康稳定发展。

Abstract: With the rapid development of e-commerce, personalised recommendation system has become a key tool to enhance user experience and platform sales. However, while the system is widely used, it is also accompanied by risks and challenges such as over-personalisation and information cocoon effect, algorithmic bias and fairness challenges, data privacy and security risks, and user experience and acceptance challenges. The purpose of this paper is to explore these risks and challenges in depth, analyse their impact on the e-commerce industry and users, and propose corresponding regulatory strategies. By strengthening regulation, it is expected to provide useful reference for the compliant operation of e-commerce platforms and the protection of users’ legitimate rights and interests, and to promote the healthy and stable development of the e-commerce industry.