Recently, the Cyberspace Administration of China released the "Interim Measures for the Management of Artificial Intelligence Personification Interactive Services (Draft for Comments)" (hereinafter referred to as the Draft for Comments) and publicly solicited opinions, setting basic guidelines for the development of this field. In the e-commerce scene, the so-called "anthropomorphic interactive services" include not only digital images such as digital human anchors and virtual customer service in the usual sense, but also interpersonal communication service forms such as intelligent shopping guidance and AI chat style marketing. The release of the draft for soliciting opinions adheres to the principle of combining healthy development with legal governance, encourages innovative development of anthropomorphic interactive services, implements inclusive, cautious and classified supervision of anthropomorphic interactive services, and prevents abuse and loss of control. Faced with the opportunities and challenges of AI tools in e-commerce applications, how to leverage strengths and avoid weaknesses, and make AI e-commerce go from being "popular" to "popular", requires platforms and merchants to work together and achieve long-term success. The Implementation Practice of AI Empowering E-commerce "At the end of last year, the platform's AI generated live streaming drainage video material supply exceeded the manual upload volume of merchants for the first time. If one piece is manually produced in a single day (at a cost of 100 yuan) and 100 pieces of material are generated by AI, it can save tens of thousands of yuan in costs per day. ”Ms. Zou, the relevant person in charge of Tiktok E-commerce, said that the emergence of intelligent tools enabled small stores lacking marketing resources to enjoy AI dividends. Reporters found that the current AI tools launched by e-commerce platforms mainly focus on two areas: content creation and intelligent marketing. Merchants use "digital people" to carry out low-cost live streaming, intelligent customer service to respond 24/7, AI generated product introductions and marketing scripts, and other methods to improve operational efficiency. The relevant person in charge of Tiktok E-commerce said: "Compared with the head anchor, the content exposure ability of small and medium-sized businesses is weak, and the role of AI tools is to help small and medium-sized businesses achieve mass production and fission propagation of content. ”After Mr. Shen, the manager of a jewelry factory in Dongguan, switched from creative, customer service, and diagnostic work to AI assisted services, he achieved over 40000 transactions in just half a month, ranking first in the platform's related categories. The key lies in using AI to capture popular keywords, quickly generate high conversion copy, and double search exposure. Meituan, which focuses on local lifestyle services, has recently upgraded its AI telephone reception capabilities in its catering stores. With the help of semantic recognition, dialogue analysis, and other models, it helps stores "understand" customer needs. AI assists the catering store system in collecting high-frequency customer inquiries (such as booking, queuing, discounts, etc.) within 30 days and providing targeted improvement suggestions. Despite the rapid development of AI+e-commerce, problems such as supply-demand mismatch, data dilemma, and value imbalance are gradually emerging, becoming bottlenecks that restrict its empowerment of the real economy. Ms. Li, a practitioner of intangible cultural heritage bamboo weaving, admitted that the AI generated images of intangible cultural heritage products are distorted and the items are inconsistent. She wants to adjust the parameters but cannot find a way, and the relevant training courses are either charged or time-consuming, leaving her and her spouse with no time to learn. AI creation optimization is mostly a pile of popular keywords, and for small shops that deeply cultivate differentiated supply, they still need to manually write titles and take real photos. ”Mr. Zhang, a start-up clothing merchant in Hangzhou, Zhejiang, said that "AI will gradually flatten the content level of various brands, and the value of a single popular item will be significantly reduced. ”According to data from the 1688 platform, 78% of its over 1.1 million merchants are small and medium-sized merchants, and there is a general lack of professional operation teams. The AI full custody authorization rate for the top 10000 merchants has reached 40%, while the penetration rate for small and medium-sized merchants is only 15%, presenting a contrast between "cognitive heat" and "landing cold". The AI, which should have been a breakthrough tool for small and medium-sized merchants, has further exacerbated the gap between the top and small and medium-sized merchants due to factors such as usage barriers and cost pressures. The effectiveness of AI models is highly dependent on data quality, and intelligent systems lacking high-quality data support often have hollow and worthless output results. However, small and medium-sized enterprises generally lack the ability to accumulate data, which makes it difficult for AI tools to maximize their effectiveness. The data is scattered and mostly manually recorded order and inventory information, which has not formed a structured data asset and cannot be effectively integrated with the 'business model'. ”Mr. Lin, a merchant from Zhongshan, Guangdong, pointed out using the AI product selection function as an example that due to limited sales data, AI cannot accurately capture market demand, and the recommended new product styles are out of touch with the target customer group, resulting in a low success rate of product opening. In addition, the benefits of AI tools are mostly reflected in the mass production of content and the improvement of reach efficiency, and it is difficult to see deterministic returns in the short term. The 2025 China Digital Marketing Trends Report shows that the proportion of advertisers' positive attitudes towards marketing investment flow decreased by 14% last year, while the expectation of marketing driven growth has declined from 17% in 2021 to around 8%. The dual pressure of rising traffic costs and sluggish growth expectations has forced small and medium-sized businesses to seek more accurate conversion rates. Manager Zhu of a women's clothing brand in Langfang stated that many offline companies do not lack the budget and determination to invest in AI, but are more willing to continue to pay for "plug and play" products such as "same city drainage". For AI management tools that require long-term investment and learning, he is worried that it will be a waste of effort. Cracking the challenge of "being well received but not popular" challenges the past "the fragrance of wine is afraid of deep alleys". Nowadays, AI empowers e-commerce to allow "the right people" to see "the right goods". However, in order to make this dividend fall into our own business, we still need to make efforts from multiple aspects such as lowering the threshold for use and regulating industry development. The person in charge of 1688 Merchant Intelligence stated that the platform needs to conduct in-depth research on the front line of enterprises, tailor AI solutions around real business scenarios and pain points, and promote the deep implementation of AI capabilities in business processes. For merchants themselves, they need to view the value of AI tools rationally and avoid blindly following trends. Lin Zhiyong, Deputy Secretary General of the China E-commerce Association, stated at the E-commerce AI Industry Summit that businesses should choose appropriate AI tools based on their own business needs and resource conditions, and focus on improving efficiency in core processes; At the same time, it should be recognized that AI tools are auxiliary means and cannot replace human core decision-making and innovation capabilities. Attention should be paid to human-machine collaboration, allowing technology to serve business development and finding a balance between innovation and compliance. Associate Professor Xiang Hanqing from the School of Marxism at Hunan University of Technology mentioned at relevant academic conferences that it is necessary to strengthen the practical status of labor subjects, stimulate innovative thinking, build a new labor paradigm of human-machine collaboration, and promote the transformation of businesses from "mechanical operation" to "innovation and creation" in the e-commerce field. Despite the iteration of algorithms and changes in platform promotion logic, most surveyed merchants still recognize the value of AI tools in the production end. At least it saves us from worrying about how to shoot materials and find customers, and allows us to focus on product selection and service, which is the biggest help, "said Manager Zhu." Currently, AI+e-commerce still needs to fill in the gaps in personalized recommendation accuracy, algorithm interpretability, and other aspects. ”(New Society)