从赋能到异化：数字劳动视域下AI主播对电商行业的影响及规避路径研究

From Empowerment to Alienation: Research on the Impact of AI Anchors on the E-Commerce Industry from the Perspective of Digital Labor and Its Avoidance Paths

摘要: 在智能技术与电商直播深度融合的背景下，AI主播作为新型的数字劳动主体，推动了数字劳动形态的演变，重塑了电商行业的运行逻辑。本文基于数字劳动和马克思的异化劳动理论，去分析AI主播这一数字劳动新形态的表征，深入探讨其给电商行业带来的双重影响，并针对性地提出对策。对于AI主播带来的侵权、隐性剥削等问题，本文提出要积极构建人机协同的信任机制、激活原创内容生态和推进多元共治的数字商业秩序等应对策略，力求在技术赋能与人文价值之间寻求动态平衡，以实现电商行业的可持续发展。

Abstract: In the context of the deep integration of smart technology and e-commerce live broadcasts, AI anchors, as new digital labor subjects, have promoted the evolution of digital labor forms and reshaped the operating logic of the e-commerce industry. Based on digital labor and Marx’s alienated labor theory, this article analyzes the representation of AI anchors, a new form of digital labor, deeply explores its dual impact on the e-commerce industry, and proposes targeted countermeasures. In response to issues such as infringement and hidden exploitation caused by AI anchors, this article proposes countermeasures such as actively building a trust mechanism for human-machine collaboration, activating the original content ecosystem, and promoting a digital business order of diverse co-governance, striving to find a dynamic balance between technological empowerment and humanistic values to achieve the sustainable development of the e-commerce industry.