“模特”长着三条腿，AI卖家秀能否让消费者放心选择？

随着双十一临近，电商平台使用AI生成模特展示服装的现象引发消费者担忧 1。记者调查发现，部分商家利用AI生成商品图以降低成本并提高效率，但存在肢体畸形、无法真实还原面料质感等问题 1。国家反诈中心App检测结果显示多张商品主图“图像含AI生成痕迹”，但客服声称是真人实拍 1。

在成本与效率方面，传统寄拍一套图成本约600~800元，耗时3-4天；而AI生成成本约三四十元，耗时仅需几分钟 1。北京邮电大学互联网治理与法律研究中心主任谢永江指出，通用AI难以精准还原面料肌理和版型，易造成视觉误导 1。

专家和法律人士指出，虽然不禁止AI模特使用，但若商家隐瞒AI生成事实导致货不对板，可能构成虚假宣传或消费欺诈 1。平台正逐步推进相关治理和标识规范，短期内难全量前置审核，后续将推动AI素材主动标注及分级收紧 1。

As the Singles' Day shopping festival approaches, the increasing use of AI-generated models for product displays on e-commerce platforms has triggered significant anxiety among consumers 1. Investigations reveal that while some merchants utilize AI to generate clothing images to cut costs and boost efficiency, these synthetic visuals often suffer from anatomical distortions, such as models appearing with three legs, and fail to accurately replicate fabric textures 1. In one instance, a check by the National Anti-Fraud Center app indicated that multiple main product images contained traces of AI generation, yet customer service representatives claimed the photos were taken with real human models 1.

The economic incentives driving this shift are stark. Traditional photo shoots involving physical samples typically cost between 600 and 800 yuan per set and require three to four days to complete 1. In contrast, AI-generated content costs approximately 30 to 40 yuan and can be produced in just a few minutes 1. However, experts warn that general-purpose AI models struggle to precisely reproduce fabric textures and garment silhouettes, leading to visual misleadingness 1. Xie Yongjiang, Director of the Internet Governance and Legal Research Center at Beijing University of Posts and Telecommunications, highlighted these technical limitations as a key source of consumer distrust 1.

Legal implications arise when merchants conceal the AI nature of their promotional materials. If sellers deliberately hide the fact that images are AI-generated and the discrepancy between the online display and the actual product significantly influences purchasing decisions, this behavior may constitute false advertising or consumer fraud 1. While there is no current prohibition on the use of AI models, regulatory pressure is mounting 1. Platforms face challenges in implementing comprehensive pre-publication reviews in the short term but are moving toward requiring active labeling of AI-generated materials and tightening standards through a tiered approach 1.