AIGC在电商视觉设计中的应用现状与伦理研究

The Application Status and Ethical Research of AIGC in E-Commerce Visual Design

摘要: 随着数字经济的深度发展，电商视觉设计已成为影响消费决策的重要要素。生成式人工智能(AIGC)凭借其多模态内容生成能力在该领域实现了广泛渗透。本文采用文献研究法与案例分析法，系统梳理AIGC在电商视觉设计中的应用场景与现实特征，剖析其应用中存在的版权归属争议、信息真实性危机、设计原创性消解等伦理困境。结合现有政策与行业实践，从平台、行业、教育三个层面构建多方协同的伦理治理路径，为AIGC赋能电商视觉设计的健康发展提供理论参考与实践遵循。

Abstract: With the in-depth development of the digital economy, e-commerce visual design has become an important factor influencing consumer decision-making. Generative Artificial Intelligence (AIGC) has achieved widespread penetration in this field due to its multimodal content generation capabilities. This paper adopts the literature research method and case analysis method to systematically sort out the application scenarios and practical characteristics of AIGC in e-commerce visual design, and analyzes the ethical dilemmas that exist in its application, such as copyright ownership disputes, information authenticity crises, and the erosion of design originality. Combining existing policies and industry practices, this paper constructs a multi-party collaborative ethical governance path from the perspectives of platforms, industries, and education, providing theoretical reference and practical guidance for the healthy development of AIGC-enabled e-commerce visual design.