AIGC在电商内容创作中的应用、困境与治理路径

The Application, Challenges, and Governance Approaches of AIGC in E-Commerce Content Creation

摘要: 在数字经济与生成式AI快速发展背景下，本研究聚焦AIGC在电商内容创作中的应用现状、现实困境及治理路径。研究发现，AIGC已广泛应用于文案脚本、视觉设计、客服交互等场景，有效实现降本增效，为电商数字化转型提供支撑，但同时面临版权归属模糊、内容同质化、虚假宣传及数据隐私泄露等困境。研究提出，需通过完善法规版权体系、强化平台责任、推进技术创新，构建多元治理格局，推动AIGC在电商领域合规可持续应用。

Abstract: Against the backdrop of the rapid development of the digital economy and generative AI, this study focuses on the current application status, practical challenges, and governance pathways of AIGC in e-commerce content creation. The study finds that AIGC has been widely applied in scenarios such as copywriting scripts, visual design, and customer service interactions, effectively achieving cost reduction and efficiency improvement, and providing support for the digital transformation of e-commerce. However, it also faces challenges such as unclear copyright ownership, content homogenization, false advertising, and data privacy breaches. The study proposes that it is necessary to establish a comprehensive legal and copyright system, strengthen platform responsibility, and promote technological innovation to build a diversified governance framework, thereby advancing the compliant and sustainable application of AIGC in the e-commerce sector.