科技向善视域下生成式AI电商直播的风险治理研究

Research on Risk Governance of Generative AI in E-Commerce Live Streaming from the Perspective of Technology for Good

摘要: 生成式AI在电商直播领域的广泛应用，既是技术赋能商业创新的生动实践，也是技术伦理与价值治理的重要场域。本文以“科技向善”为分析视域，系统识别生成式AI电商直播中的价值偏离，并探讨相应的治理路径。本文的理论贡献在于将“科技向善”从伦理倡导转化为可操作的分析视域，构建了“偏离识别–价值回归”的分析链条，为数字时代电商直播的伦理治理提供了分析工具。

Abstract: The wide application of generative AI in e-commerce live streaming is not only a vivid practice of technology-empowered business innovation but also an important field of technological ethics and value governance. Taking “Technology for Good” as its analytical perspective, this paper systematically identifies the value deviations of generative AI in e-commerce live streaming and explores corresponding governance pathways. The theoretical contributions of this paper lie in transforming “Technology for Good” from an ethical appeal into an operational analytical perspective, constructing an analytical chain of “deviation identification - value return”, and providing an analytical tool for the ethical governance of e-commerce live streaming in the digital era.