生成式人工智能重构电商生态的伦理挑战与多维度治理

Ethical Challenges and Multi-Dimensional Governance of Generative Artificial Intelligence in Reshaping the E-Commerce Ecosystem

摘要: 生成式人工智能发展迅速，正深层改变电子商务的整体运作模式。在显著提升电商运营效率与个性化服务精准度的同时，其“自主内容创造”特性引发一系列伦理问题：内容真实性缺失、用户个性化选择被操纵、责任归属模糊及环境代价凸显等。本研究以“技术–社会双向形塑”理论为核心分析框架，融合价值敏感设计与负责任创新理论，结合案例分析与消费者行为的理论分析，系统解析伦理问题的表现形式与作用机制。研究发现，若人工智能生成的内容没有标注清楚来源，消费者会觉得自己受到欺骗的比例可能显著上升；而算法对用户选择的操控，会削弱用户自主做决策的能力。基于此，本研究构建了由“技术防控、组织自律、社会监管”三部分组成的协同治理策略。同时提出可通过提升算法的可理解性、对内容真实性进行验证、加强行业自身的规范管理，以及完善相关法律制度等方式，让生成式人工智能在电子商务领域的应用既符合责任要求，又能实现长期健康的更新迭代。

Abstract: The rapid advancement of generative artificial intelligence is profoundly reshaping the overall operational model of e-commerce. While significantly enhancing operational efficiency and the precision of personalized services, its capacity for “autonomous content creation” has triggered a series of ethical issues: lack of content authenticity, manipulation of user choices, ambiguity in accountability, and growing environmental costs. Anchored in the theoretical framework of “bidirectional shaping of technology and society”, this study integrates Value-Sensitive Design and Responsible Innovation theories, combining case analysis with theoretical examination of consumer behavior to systematically investigate the manifestations and mechanisms of these ethical challenges. The findings indicate that when AI-generated content is not clearly labeled, the proportion of consumers feeling deceived may rise significantly; meanwhile, algorithmic manipulation of user choices can undermine their autonomy in decision-making. Based on these insights, the study constructs a collaborative governance strategy comprising three pillars: “technical safeguards, organizational self-regulation, and societal oversight”. It further proposes measures such as improving algorithmic interpretability, verifying content authenticity, strengthening industry self-discipline, and refining legal frameworks to ensure that the application of generative AI in e-commerce aligns with responsible norms and enables sustainable, healthy evolution.