China’s Beijing Consumers Association said on Dec. 4 that it had signed a voluntary pledge with eight major e-commerce and livestreaming platforms to promote the proper use of artificial intelligence technologies, amid rising concerns over the misuse of AI-generated content in online retail. The platforms include JD.com, Meituan, Pinduoduo, Vipshop, Douyin, Kuaishou, Xiaohongshu and WeChat Channels.
The move comes as AI-generated images, voices and videos are increasingly used in e-commerce livestreaming and online marketing, raising concerns about misleading promotions and consumer confusion, according to the association. According to the Beijing Consumers Association, recent reviews found three main areas of concern: consumers often struggle to distinguish between authentic and AI-generated content; misleading marketing practices linked to AI tools have become more common; and existing platform review systems still have gaps in risk prevention and oversight.
Under the pledge, participating platforms agreed to introduce a set of voluntary measures covering content labeling, review processes and accountability mechanisms related to the use of AI-generated technologies. These include clearer identification of AI-generated content, a combination of automated monitoring and human review to limit problematic material, and internal procedures to trace responsibility where issues arise.