演员吴越发现自己的脸部和声音被AI克隆用于直播带货，一个名为"花姐美肤日记"的账号利用这一技术在直播间销售护肤品1。该侵权直播间近30天销量达6732件，商品累计销量达16492件，销售金额超过130万元1。
这类侵权事件并非个案。北京市海淀区人民法院对2024年1月至2026年6月的案件进行梳理，发现近八成涉诉案件涉及肖像权侵权纠纷1。公众人物中，全红婵、张文宏、王劲松、邓亚萍、郭晶晶等人均遭遇过类似侵权1。
最高人民法院9月7日发布《关于依法审理涉人工智能纠纷案件的意见》，明确了肖像权的保护标准和消费者的救济途径1。根据该意见，消费者可依法主张"退一赔三"的惩罚性赔偿1。最高法同时明确了肖像认定的"可识别"标准：即使AI合成肖像与本人存在一定差异，只要一般公众能识别出是某特定自然人，应被认定为使用了其肖像1。
然而，相关规范制度的落地效果仍待提升。《人工智能生成合成内容标识办法》自去年9月开始施行，但标识反而成了侵权者的"挡箭牌"1，这表明现有措施在实际执行中仍存在漏洞。
Actress Wu Yue discovered that an account had used artificial intelligence to clone her face and voice in a livestream to sell skincare products 1. The fraudulent livestream generated sales of over 16,000 units, with cumulative revenue exceeding 1.3 million yuan 1. The unauthorized use of her likeness represents a growing problem affecting multiple public figures, including diver Quan Hongchan, epidemiologist Zhang Wenhong, actor Wang Jingong, former badminton player Deng Yaping, and diver Guo Jingjing 1.
Legal barriers complicate efforts to combat such infringements. An analysis by the Beijing Haidian District People's Court of cases filed between January 2024 and June 2026 revealed that nearly 80 percent of AI-related disputes involve portrait rights violations 1. To address this challenge, China's Supreme People's Court released guidance on September 7 titled "Opinions on Lawfully Hearing Cases Involving Artificial Intelligence Disputes," which clarifies that consumers can claim statutory damages of triple compensation under applicable law 1. The court further established a clearer standard for identifying unlawful use of portraits: even if an AI-synthesized likeness differs somewhat from the original person, if the general public can identify it as a specific individual, it should be recognized as unauthorized use of their portrait 1.
A complicating factor emerged from enforcement of the "Measures for Labeling AI-Generated Synthetic Content," which took effect in September of the previous year 1. Rather than serving as a safeguard, the disclosure requirement has been repurposed by infringers as a shield against liability 1.
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