生成式人工智能视域下电子商务内容生态的重构逻辑与伦理反思

Restructuring Logic and Ethical Reflections on the E-Commerce Content Ecosystem from the Perspective of Generative Artificial Intelligence

摘要: 生成式人工智能快速发展并深刻重塑电子商务内容生态。为探究其对电商内容的重构机制及伴生伦理风险，实现技术创新与社会价值的平衡，本文以生成式人工智能技术逻辑为视角，系统分析其对电商内容生产、传播机制、消费体验及平台生态的重构路径，并梳理技术介入引发的问题。研究发现，生成式人工智能通过算法生成、智能推荐与数据驱动交互，显著提升内容生产效率、推动传播智能化、重构用户信任方式，促成电商内容生态新格局，同时衍生出真实性削弱、隐私困境、算法歧视及信任危机等风险。据此，本文提出平衡技术理性与价值理性、明确平台责任与算法透明度、构建行业自律与监管框架、推动人机协作伦理共生的治理路径。本文的分析丰富了电子商务内容生态与生成式人工智能领域的理论视角，可为电商平台实践与政策制定提供参考。

Abstract: The rapid development of Generative Artificial Intelligence is profoundly reshaping the e-commerce content ecosystem. To explore its restructuring mechanism on e-commerce content and accompanying ethical risks, and achieve a balance between technological innovation and social value, this study adopts the perspective of Generative AI’s technological logic, systematically analyzes its restructuring paths for e-commerce content production, communication mechanisms, consumer experience, and platform ecology, and sorts out the issues arising from technological intervention. The research finds that through algorithm generation, intelligent recommendation, and data-driven interaction, Generative AI significantly improves the efficiency of content production, promotes the intelligentization of communication, restructures the way of user trust, and facilitates the formation of a new pattern in the e-commerce content ecosystem. However, it also gives rise to risks such as weakened authenticity, dilemmas regarding personal privacy, algorithmic discrimination, and trust crises. Based on these findings, this study proposes governance paths including balancing technical rationality and value rationality, clarifying platform responsibilities and algorithm transparency, constructing an industry self-regulation and supervision framework, and promoting the ethical coexistence of human-machine collaboration. This study enriches the theoretical perspectives in the fields of e-commerce content ecosystems and Generative AI, and can provide references for the practice of e-commerce platforms and policy formulation.