从“工具理性”到“价值理性”：生成式AI电商的马克思主义技术伦理反思

From “Instrumental Rationality” to “Value Rationality”: A Marxist Ethical Reflection on Generative AI in E-Commerce

摘要: 2025年生成式AI在电商领域爆发式应用，AIGC内容生产、数字人直播、智能选品与动态定价等技术重构行业业态，同时衍生算法垄断、情感劳动异化等技术伦理困境。本文以法兰克福学派工具理性批判为切入点，结合马克思“机器与大工业”的技术哲学，整合数字资本主义、平台劳动、算法治理相关前沿研究，剖析AI电商的三重异化机制：算法权力集中消解市场主体决策自主性；数字人直播加剧劳动者情感异化；效率导向智能系统阻碍人的全面发展。研究发现，当前AI电商陷入工具理性单一扩张，价值理性被边缘化，技术从“人的延伸”异化为“人的支配”。因此，本文平衡电商商业逻辑与技术伦理，将“社会化”目标拆解为近期监管、中期模式创新、远期制度变革分层策略，明确价值理性在AI电商的可操作原则，提出数据信托、集体谈判、算法共治、技能赋能等渐进式改革路径，推动AI电商从效率优先转向人的全面发展导向，实现工具理性与价值理性协同统一。

Abstract: The explosive application of generative AI in the e-commerce sector since 2025 has reshaped the industrial landscape via technologies including AIGC content creation, digital human live streaming, intelligent product selection and dynamic pricing, while spawning a series of techno-ethical dilemmas such as algorithmic monopoly and emotional labor alienation. Taking the Frankfurt School’s critique of instrumental rationality as the starting point, this paper integrates Marx’s technological philosophy of Machinery and Large-Scale Industry, and introduces cutting-edge achievements in digital capitalism, platform labor, data trusts and algorithm governance. It systematically analyzes the triple alienation mechanisms of AI-driven e-commerce: the concentration of algorithmic power that erodes the decision-making autonomy of market participants; digital human live streaming that intensifies emotional alienation of labor, and intelligent systems that hinder the all-round development of human beings. Research reveals that contemporary AI e-commerce is trapped in the unilateral expansion of instrumental rationality with value rationality marginalized, and technology has been alienated from “the extension of human beings” to “the domination over human beings”. Therefore, balancing the commercial logic of e-commerce and technological ethics, this paper decomposes the goal of “socialization” into hierarchical strategies: short-term regulation, medium-term model innovation and long-term institutional transformation. It clarifies the operational principles of value rationality in AI e-commerce, and proposes progressive reform paths including data trusts, collective bargaining, algorithmic co-governance and skill empowerment. These efforts aim to shift AI e-commerce from efficiency-orientation to the orientation of human all-round development, and realize the coordination between instrumental rationality and value rationality.