生成式人工智能在电商营销中的著作权与侵权责任问题

The Copyright and Infringement Liability Issues of Generative Artificial Intelligence in E-Commerce Marketing

摘要: 随着人工智能技术的飞速发展，由其生成的内容在电子商务经济活动中得到了广泛应用，如商品描述自动撰写，智能客服对话等。这些应用极大地提升了电商运营的效率和用户体验，但同时也对传统的著作权法律制度带来了严峻挑战。本文旨在系统探讨生成式人工智能在电商应用场景下的著作权问题。论文首先梳理了生成式人工智能在电商领域的主要应用形态及其价值；其次，深入剖析了生成式人工智能著作权问题的核心争议，即“作品”认定困境与“作者”身份归属难题，并从“独创性”标准的适用、人类干预程度、著作权法立法目的等角度进行了法理分析。最后针对电商行业的实际需求，提出了一些应对策略，包括立法层面的明确与创新，司法实践中的个案衡量与标准构建，以及行业层面的自律与合同安排，旨在为平衡技术创新与权益保护、促进电商产业健康发展提供理论参考和解决方案。

Abstract: With the rapid advancement of artificial intelligence technology, AI-generated content has been widely adopted in e-commerce operations, including automated product descriptions, intelligent customer service interactions. While these applications have significantly enhanced operational efficiency and user experience, they also pose substantial challenges to traditional copyright frameworks. This paper systematically examines copyright issues in AI-generated content applications within e-commerce. The study first outlines the primary application models and value propositions of AI-generated content in the digital marketplace. It then delves into core controversies surrounding copyright protection, particularly the challenges in defining “works” and determining “authorship”. Legal analyses are conducted from multiple perspectives: the application of originality standards, the degree of human intervention, and the legislative objectives of copyright law. Finally, the paper proposes practical strategies tailored to e-commerce needs, including legislative clarifications and innovations, case-specific judicial considerations and standardization, as well as industry self-regulation and contractual arrangements. These measures aim to balance technological advancement with rights protection, providing theoretical references and practical solutions for fostering sustainable development in the e-commerce sector.