电商直播中人工智能生成内容的著作权归属规则优化研究

Research on the Optimization of Copyright Ownership Rules for AI-Generated Content in Live E-Commerce

摘要: 随着人工智能技术在数字经济背景下的快速发展，生成式AI在电商直播中广泛应用的同时也引发了著作权归属与责任承担的新问题。本文以电商直播场景下AI生成内容为研究对象，基于规范分析与文献研究方法，系统梳理其应用现状与价值，指出其目前存在的可版权性争议以及AI、人、资本之间的权利归属博弈。进而提出通过构建智能作者体系、实现创造主体与权利主体分离，以及确立以AI使用者为中心的著作权归属规则优化路径。本研究旨在立足数字经济发展背景与电商直播行业特性，探索兼具法理合理性与实践操作性的权属规则优化方向，为规范AI生成内容的版权治理、支撑电商直播产业高质量发展提供理论参考与路径借鉴。

Abstract: With the rapid development of artificial intelligence technology in the context of the digital economy, generative AI has been widely used in live e-commerce, and it has also raised new issues about copyright ownership and responsibility. This article takes AI-generated content in the live e-commerce scenario as the research object, and based on normative analysis and literature research methods, systematically sorts out its application status and value, and points out its current copyright disputes and the rights ownership game between AI, people, and capital. Then it is proposed to build an intelligent author system, realize the separation of creative subjects and rights subjects, and establish an optimization path for copyright ownership rules centered on AI users. This study aims to explore the optimization direction of ownership rules that is both legal and practical based on the development background of the digital economy and the characteristics of the live e-commerce industry, and provide theoretical reference and path reference for standardizing the copyright management of AI-generated content and supporting the high-quality development of the live e-commerce industry.