Have you ever thought that the person you are talking to may not be a real person, but a string of code, when you watch the anchor wearing a new outfit, smoothly introducing, accurately interacting, and even responding to your questions in seconds in the live broadcast room? According to a recent report by Shangguan News, some consumers found that the clothing they purchased online did not match the specifications. Upon tracing the source, they discovered that everything from product model pictures to live streaming displays was generated entirely by AI. The model is fake, the clothing effect is fake, even the anchor is fake, so what are we buying? ”Netizens' doubts about this are to the point. In some product review areas, many consumers with similar experience also complained roast, "the gap between the buyer's show and the seller's show is too large", "the clothes received are totally different from the live show". With the iteration of technological updates, innovative marketing models and the pursuit of cost reduction and efficiency improvement are in line with market logic. For businesses, compared to hiring real models, using AI to create images is not only more efficient, but also allows them to freely switch styles and background scenes, significantly reducing the cost of visual content production. At the same time, AI anchors who can be online 24 hours a day can increase the activity of the live broadcast room, thereby improving product reach. Embracing technological progress is inevitable for business development. However, the key reason why some applications of AI in the e-commerce field have caused confusion and dissatisfaction among consumers is that they have crossed the bottom line in the public's mind. On the one hand, AI often "brain teases" and optimizes details during the drawing process, and consumers may actually receive clothing with color, fabric, and pattern discrepancies. On the other hand, when live streaming with live streamers, consumers can judge the material of clothing through real-time actions and close ups, observe the effect of the upper body, and then decide whether to place an order, while AI streamers obviously greatly reduce the live streaming effect. The harm caused by this perfect illusion is direct and significant. Firstly, the AI driven transformation of e-commerce may infringe upon consumers' right to information and choice. Consumers who make purchasing decisions based on trust in renderings and hosts in situations of information asymmetry may end up receiving products that do not match the advertised ones, wasting time and money. Secondly, for businesses, relying on AI fraud may attract traffic in the short term, but when consumers discover they have been deceived, the return rate of goods may sharply increase, which in turn will significantly increase the after-sales costs for businesses. More importantly, such behavior can damage brand reputation and lead to customer loss. Thirdly, trust is the cornerstone of online transactions. Once fake renderings and non-human live broadcasts become rampant, consumers' trust in the e-commerce environment is likely to be shaken. In this way, a vicious cycle of bad money driving out good money may be formed, suppressing the release of digital consumption potential. The "Method for Identifying Content Generated by Artificial Intelligence in China" clearly stipulates that images, videos, and other content generated using AI technology must be prominently labeled. At the same time, the Consumer Rights Protection Law and the E-commerce Law strictly restrict illegal activities such as false advertising and opaque information. These regulations provide institutional guidance for regulating AI generated content. To bridge the "last mile" of legal and institutional implementation, multiple parties need to work together. E-commerce platforms must implement executable review rules for identification requirements, establish effective AI content recognition and monitoring mechanisms, and restrict the flow and removal of AI hosts and images that do not display their identities as required. In addition, continuous technological upgrades are being made to trace the origin of AI generated content through methods such as digital watermarking and blockchain authentication, in order to prevent some sellers from bypassing audits by tampering with data or converting codes. At the same time, regulatory authorities can issue detailed guidelines for the e-commerce sector, specifying specific standards for labeling, traceability mechanisms, and accountability processes. AI anchors are not prohibited from promoting products, but their identities must be clearly identified. Allowing AI to be honest with consumers is not a constraint on technology, but a safeguard for its healthy development. When consumers are aware that both the anchor and the rendering are generated by AI, they will naturally adjust their expectations reasonably, refer to product parameters and other information from multiple sources, and make more rational shopping decisions. The rapid development of technology has given wings to various industries. We encourage innovation in various business formats and models, but only by holding onto the true bottom line can we retain precious consumer trust and enable technology to better empower life. (New Society)