AI短剧女主方桃子近期接下商务代言业务，报价水平已与百万粉丝网红相当[1]。据悉，方桃子为1-20秒视频报价168000元，21-60秒视频报价208000元，60秒以上视频报价258000元[1]。这一现象引发关于AI数字人代言合规性的讨论。
法律专家认为，AI数字人在广告中的使用不违反现行法律。律师李伟华表示，AI数字人不属于《广告法》规定的广告代言人，相关法律责任应由广告主或运营公司承担[1]。不过，广告发布方仍需遵守《广告法》的相关规定，必须用明确清晰的方式标明广告属性，并注明数字肖像为AI生成[1]。
与此同时，AI数字人代言也存在隐忧。据悉，AI漫剧《予你深情侵入余生》中的同款手链在单个平台已售出5000件以上[1]。更值得关注的是，多位真实名人的形象曾被AI盗用进行代言或直播。演员王劲松曾在2月发文称形象被AI盗用，演员温峥嵘也在去年11月的直播间自曝被AI换脸盗播[1]。杨紫、易烊千玺、全红婵、霍启刚等多位名人的形象也曾被AI仿冒[1]。这些事例表明，尽管AI数字人本身的商业代言在法律上可行，但行业仍面临侵害他人形象和知识产权的风险。
AI digital character Fang Taozi, the lead actress of online short dramas, has begun accepting commercial endorsements at rates that rival established influencers with millions of followers [1]. Her pricing structure includes 168,000 yuan for videos of 1–20 seconds, 208,000 yuan for 21–60 seconds, and 258,000 yuan for content exceeding 60 seconds [1]. The AI drama "For Your Deep Love Invading the Rest of My Life," in which the character appears, has driven merchandise sales of over 5,000 units for matching bracelets on a single platform [1].
From a legal standpoint, legal expert Li Weihua clarified that AI digital personas do not qualify as "advertising endorsers" under China's Advertising Law, meaning the AI character itself bears no legal liability [1]. Instead, responsibility falls to the advertising principal or operating company, which must comply with advertising regulations and clearly disclose the AI-generated nature of the digital likeness [1]. Advertisements must be marked in a clear and explicit manner and labeled to indicate the digital likeness is AI-generated [1].
However, significant legal risks persist, particularly regarding potential infringement of personality rights and intellectual property. High-profile figures including Yang Zi, Jackson Yee, Quan Hongchan, and Stephen Ho have had their likenesses impersonated by AI [1]. Actor Wang Jingshan disclosed in February that his image was stolen for AI use, while actress Wen Zheng'en revealed in a livestream in November that her likeness had been deepfaked and broadcast without consent [1].