AI-powered livestream shopping in China raises concerns over identity and deepfakes

Summary

A report from a local Chinese public security outlet describes a Shanghai office worker who encountered three simultaneous livestreams, each featuring what appeared to be the same actress selling products, highlighting how AI-generated avatars are being used in e‑commerce. Authorities warn that AI‑driven ‘digital humans’ in livestreaming can confuse consumers about who is real and may be exploited for fraud, prompting calls for clearer labelling and stronger regulation of AI‑generated influencers.