“双刃剑”的赋能与规制：生成式AI在电商领域的创造性运用与伦理治理

The “Double-Edged Sword”: Empowerment and Regulation—Creative Application and Ethical Governance of Generative AI in the Field of E-Commerce

摘要: 生成式AI正从生产、发布、营销等环节重塑电商内容，给使用者带来效率与体验的飞跃。它的广泛运用对于传统电商行业的职业例如广告美工、带货主播是一次巨大的冲击。本文系统梳理了生成式AI在电商内容各环节的应用前景并结合其背后隐藏的真实性、原创性等伴生风险，试图提出一个平衡效率与公平的治理模式，最终为各方能在AI时代下的电商活动中趋利避害提供理论支撑与实践指引。

Abstract: Generative AI is reshaping e-commerce content across production, distribution, and marketing, bringing about leaps in efficiency and user experience. Its widespread application poses a significant impact on traditional e-commerce professions, such as advertising artists and live-streaming hosts. This paper systematically examines the application prospects of generative AI in various stages of e-commerce content creation. By analyzing the concomitant risks inherent to its use—particularly concerning authenticity and originality—it seeks to propose a governance model that balances efficiency with fairness. The ultimate aim is to provide theoretical support and practical guidance for stakeholders to harness the benefits and mitigate the risks within e-commerce activities in the AI era.