马克思主义科技观视域下生成式人工智能推动新电商发展的路径研究

Research on the Development Path of Generative Artificial Intelligence Promoting New E-Commerce from the Perspective of Marxist View of Science and Technology

摘要: 以大语言模型为核心的生成式人工智能以其独特的生成能力与人机交互能力，正在社会生活的各个领域广泛运用。现如今，AIGC运用于电子商务领域，我国新电商发展展现出前所未有的新态势，为网络购物与电商发展带来了全新的平台与机遇挑战。马克思主义科技观认为，科技是人本质力量的对象化，“以人为本”是核心准则，科技的发展最终要以人的自由全面发展为最终目的。对于新电商的发展路径，可以置于马克思主义科技观的经典理论，从“科技与生产力”、“科技与异化”、“科技与人的发展”三大维度，剖析AIGC重塑电商“人、货、场”三大核心要素的实现路径与内在矛盾，引导AIGC技术与新电商实现“向善”融合，为中国数字经济的包容性、创新性与可持续性发展提供理论参照与实践指引。

Abstract: Generative artificial intelligence, with large language models at its core, is being extensively applied across various domains of social life by virtue of its unique generative capabilities and human-computer interaction features. Currently, the integration of AIGC into the field of e-commerce has unveiled unprecedented trends in the development of new e-commerce in China, bringing forth novel platforms, opportunities, and challenges for online shopping and the evolution of e-commerce. From the perspective of Marxist views on science and technology, technology represents the objectification of human essential powers, with “human-centeredness” as its core principle. The ultimate aim of technological development is the free and comprehensive development of humanity. The developmental trajectory of new e-commerce can be examined through the classical theoretical framework of Marxist views on science and technology, analyzing the realization pathways and inherent contradictions of AIGC in reshaping the three core elements of e-commerce—“consumers, products, and transaction scenarios”—across three dimensions: “technology and productivity”, “technology and alienation” and “technology and human development”. Such an analysis can guide the “ethically aligned” integration of AIGC technology with new e-commerce, providing theoretical reference and practical guidance for fostering inclusive, innovative, and sustainable development in China’s digital economy.