人工智能时代电商直播平台的法律规制困境与出路

The Legal Regulatory Dilemmas and Solutions for E-Commerce Live-Streaming Platforms in the Era of Artificial Intelligence

摘要: 随着人工智能技术与电商直播的深度融合，主体认定模糊、平台监管缺位等衍生的新型法律问题愈发突出，法律框架与数字商业新范式之间的规制裂痕不断扩大。基于此，本文旨在剖析人工智能时代电商直播平台所面临的法律规制困境，并据此提出体系化的出路。文章首先阐述了技术驱动下直播生态的重构、数据驱动下的营销模式变革以及法律关系主体的多元化发展，揭示了业态演进对现行法律框架的冲击。进而，本文从主体认定、行为监管、权利救济与监管能力四个维度，系统论述了当前规制实践中的现实困境。针对上述困境，本文从制度完善、工具创新与机制优化三个层面构建了系统的解决方案，提出应构建分层分类的规制体系、发展技术赋能型监管并强化多元协同治理，以期为构建适应人工智能时代特点的电商直播法律治理体系提供理论参考与实践路径。

Abstract: With the deep integration of artificial intelligence technology and e-commerce live streaming, new legal issues such as ambiguous subject determination and the absence of platform supervision have become increasingly prominent, and the regulatory gap between the legal framework and the new paradigm of digital business is constantly expanding. Based on this, this article aims to analyze the legal regulatory predicaments faced by e-commerce live-streaming platforms in the era of artificial intelligence and accordingly propose a systematic solution. The article first elaborates on the reconstruction of the live-streaming ecosystem driven by technology, the transformation of marketing models driven by data, and the diversified development of legal relationship subjects, revealing the impact of the evolution of business forms on the current legal framework. Furthermore, this article systematically discusses the practical predicaments in current regulatory practices from four dimensions: subject determination, behavioral supervision, rights relief, and regulatory capacity. In response to the above-mentioned predicaments, this paper constructs a systematic solution from three aspects: system improvement, tool innovation, and mechanism optimization. It proposes that a hierarchical and classified regulatory system should be established, technology-enabled supervision should be developed, and multi-party collaborative governance should be strengthened, with the aim of providing theoretical references and practical paths for building a legal governance system for e-commerce live streaming that suits the characteristics of the artificial intelligence era.