电商平台AI推荐算法的用户权益侵害与法律规制路径研究

A Study on the Infringement of User Rights by AI Recommendation Algorithms in E-Commerce Platforms and the Legal Regulatory Pathways

摘要: 数字时代下，以人工智能驱动的个性化推荐算法已成为电商平台的核心运营机制，电商平台依托AI推荐算法实现商品内容分发的精准化与高效化，在优化商品匹配、提升交易转化效率的同时，也引发了一系列用户权益侵害的问题。本文以电商平台AI推荐算法为研究对象，系统梳理AI推荐算法对用户知情权、隐私权、公平交易权等基本权益的具体侵害表现，区分不同类型的AI推荐算法在法律归责上的差异，深入剖析当前法律规制体系存在的困境，并借鉴欧盟《数字服务法》与《人工智能法案》的规制经验，提出兼具针对性与可行性的法律规制路径，旨在平衡技术创新与用户权益保护，探索完善电商平台AI推荐算法的法律规制路径。

Abstract: In the digital era, artificial intelligence-driven personalized recommendation algorithms have become the core operational mechanism of e-commerce platforms. Relying on AI recommendation algorithms, e-commerce platforms achieve the precision and efficiency of commodity and content distribution. While optimizing product matching and improving transaction conversion efficiency, such algorithms have also triggered a series of problems concerning the infringement of users’ rights and interests. This paper takes AI recommendation algorithms on e-commerce platforms as the research object, systematically sorts out the specific manifestations of infringements on users’ basic rights—including the right to information, the right to privacy, and the right to fair trade—caused by AI recommendation algorithms. It distinguishes the differences in legal imputation among various types of AI recommendation algorithms, and deeply analyzes the dilemmas existing in the current legal regulatory system. Drawing on the regulatory experience of the European Union’s Digital Services Act and Artificial Intelligence Act, this paper proposes targeted and feasible approaches to legal regulation, aiming to balance technological innovation and the protection of users’ rights and interests, and to explore a sound legal regulatory path for AI recommendation algorithms in the e-commerce sector.