电商平台AI客服“幻觉”致损的综合治理研究

Comprehensive Governance Research on Losses Caused by AI Customer Service “Hallucination” on E-Commerce Platforms

摘要: 随着人工智能技术在电子商务领域的广泛应用，AI客服已成为电商平台和商家提升服务效率的重要工具。然而，AI客服的“幻觉”现象却可能给用户权益带来损害。本文立足于语言模型幻觉机理的分析，结合电商领域AI客服致损的现实案例，系统分析了不同情形下商家、平台及AI服务提供商之间的法律责任分配问题。研究发现，当前治理工作面临技术瓶颈、法律定性困境及举证困难等多重挑战。为此，本文从技术改进、法律规制与政策引导三个维度提出构建三位一体的综合治理体系，以期为电商平台AI客服的规范发展提供理论参考。

Abstract: With the widespread application of artificial intelligence technology in the field of e-commerce, AI customer service has become an important tool for e-commerce platforms and merchants to enhance service efficiency. However, the “hallucination” phenomenon of AI customer service may potentially harm user rights. Based on an analysis of the mechanisms underlying language model hallucinations and incorporating real-world cases of damages caused by AI customer service in e-commerce, this paper systematically analyzes the allocation of legal responsibilities among merchants, platforms, and AI service providers under different scenarios. The study finds that current governance efforts face multiple challenges, including technical bottlenecks, difficulties in legal characterization, and evidentiary hurdles. Accordingly, this paper proposes the construction of a tripartite comprehensive governance system from three dimensions: technological improvement, legal regulation, and policy guidance, with the aim of providing a theoretical reference for the standardized development of AI customer service on e-commerce platforms.