人工智能背景下深度伪造行为电商平台应对的策略研究

Research on the Strategies for E-Commerce Platforms to Respond to Deepfake Activities in the Background of Artificial Intelligence

摘要: 人工智能技术的普及推动了电商平台升级，但其衍生的深度伪造技术被恶意滥用，威胁电商市场秩序与消费者权益。深度伪造基于生成式对抗网络，可合成高逼真音视频；在电商场景中，买卖双方均存在滥用行为，具有成本低、隐蔽性强、侵害多维化等特征，冲击传统电商信任机制与平台监管。然而，当前平台对商家深度伪造行为的规制仍面临多重困境。为此，应通过完善平台权利救济等举报机制，强化平台监管与行业自律，构建协同治理格局，降低商家和消费者的维权成本，以保障电商行业的规范发展。

Abstract: The popularization of artificial intelligence technology promotes the upgrading of e-commerce platforms, but the deepfake technology derived from it is maliciously abused, threatening the order of the e-commerce market and consumers’ rights and interests. Deepfake technology is based on the generative adversarial network, which can synthesize high-fidelity audio and video. In the e-commerce scene, both buyers and sellers have abusive behaviors, which have the characteristics of low cost, strong concealment, and multi-dimensional infringement, and impact the traditional e-commerce trust mechanism and platform supervision. However, the current platform faces multiple dilemmas in regulating merchants’ deepfake activities. To this end, platforms should improve the reporting mechanism, such as platform rights relief, strengthen platform supervision and industry self-discipline, build a collaborative governance structure, and reduce the cost of rights protection for merchants and consumers to ensure the standardized development of the e-commerce industry.