生成式人工智能与电子商务平台治理

Generative Artificial Intelligence and Governance of E-Commerce Platforms

摘要: 随着生成式人工智能在电子商务平台中的广泛应用，平台运行逻辑与数据使用方式正在发生深刻变化。生成式人工智能通过持续学习与内容生成，深度嵌入平台内容生产、交易撮合与决策过程，在显著提升运营效率和服务质量的同时，也引发了数据权属边界模糊、算法责任认定困难以及平台权力进一步集中的新型治理风险。本文以电子商务平台为研究对象，基于平台治理与数据风险相结合的理论视角，系统分析生成式人工智能嵌入平台运行后所引发的数据风险及其对既有治理机制的冲击。在方法上，本文通过文献梳理与理论分析，归纳生成式人工智能在电子商务平台中的应用特征，识别其在数据权属、算法责任与市场结构等方面引发的主要风险，并进一步分析现有平台治理机制在生成式人工智能情境下面临的制度性不匹配问题。研究发现，传统以静态数据合规和事后责任追究为核心的治理逻辑，已难以充分回应生成式人工智能所呈现出的生成性、动态性与复杂性特征。基于此，本文从治理主体、治理对象与治理机制三个维度构建了面向生成式人工智能的电子商务平台综合治理框架。研究结论有助于深化对生成式人工智能重塑平台治理逻辑的理论理解，并为电子商务平台治理实践与相关监管政策的完善提供参考。

Abstract: With the rapid diffusion of generative artificial intelligence (GAI) across e-commerce platforms, fundamental changes are taking place in platform operations and data utilization practices. Generative artificial intelligence, through continuous learning and content generation, is deeply embedded in platform content production, transaction matching, and decision-making processes. While significantly improving operational efficiency and service quality, it also gives rise to new governance risks such as blurred data ownership boundaries, difficulties in determining algorithmic responsibility, and further concentration of platform power. This paper takes e-commerce platforms as its research object and, based on a theoretical perspective combining platform governance and data risk, systematically analyzes the data risks triggered by the integration of generative artificial intelligence into platform operations and its impact on existing governance mechanisms. Methodologically, this paper, through literature review and theoretical analysis, summarizes the application characteristics of generative artificial intelligence in e-commerce platforms, identifies the main risks it poses in terms of data ownership, algorithmic responsibility, and market structure, and further analyzes the institutional mismatches faced by existing platform governance mechanisms in the context of generative artificial intelligence. The study finds that the traditional governance logic, centered on static data compliance and ex-post accountability, is insufficient to adequately address the generative, dynamic, and complex characteristics of generative artificial intelligence. Based on this, this paper constructs a comprehensive governance framework for e-commerce platforms facing generative artificial intelligence from three dimensions: governance subjects, governance objects, and governance mechanisms. The research conclusions contribute to deepening the theoretical understanding of how generative artificial intelligence reshapes platform governance logic and provide references for improving e-commerce platform governance practices and relevant regulatory policies.