In online shopping, where consumers cannot physically inspect products, buyer photos and user reviews in the comment sections serve as crucial references for assessing product quality and suitability, carrying the core value of "authentic feedback."

Recently, while shopping online, exquisitely crafted "buyer photos" generated by AI have appeared in the comment sections of some e-commerce platforms. These images replace real user photos. Despite appearing polished and perfect, many consumers find upon receiving the goods that these so-called "buyer photos" differ significantly from the actual products. The misuse of AI image generation by unscrupulous merchants has turned it into a tool for deceptive marketing, even stripping "buyer photos" of their original reference value. Faced with AI-generated fake "buyer photos," how should consumers protect their rights, and what regulatory responsibilities should platforms bear?

AI "Buyer Photos" Mislead Consumers No AI Generation Labeling

Recently, Ms. Luo, while selecting products for purchase, noticed that the merchant's comment section was filled with "buyer photos" that had a strong AI-generated feel. Out of curiosity and because the product price was low, Ms. Luo decided to purchase and see the actual effect.

Consumer Ms. Luo: I tried buying a few items. The clothing fit was particularly poor, and the quality was mediocre. It only had AI-generated images, giving a feeling of "opening a blind box."

The AI-generated "buyer photos" in the comment section were not labeled regarding their origin.

Consumer Ms. Luo: The platform did not label the images as AI-generated. I feel this is very disrespectful to consumers. In some cases, they might have purchased the likeness of a real model, or used advanced technology to create very realistic images that I cannot distinguish. In such situations, without AI labeling, and with buyer photos and product detail pages also being AI-generated, it feels like being deceived.

Online Tutorials Guide Merchants How to Quickly Generate Images Using AI

Some merchants told reporters that AI image generation saves time and effort. On some social media platforms, there are even tutorial posts guiding users on how to generate AI model outfit photos. Reporters found that these tutorials primarily teach how to use AI tools for the entire process of creating product introductions. To generate buyer photos using such AI tools, one only needs to input the product and its selling points, select a model from a library of thousands, or even generate a model image through text description, then upload product images. The system will then generate AI model photos with one click based on the instructions.

These AI model photos can be published on product detail pages or posted as buyer photos in the comment section. If the images themselves are not labeled as AI-generated, ordinary consumers find it difficult to identify them.

Use of AI Image Generation Stems from Some Merchants' Profit-Seeking Mentality

Some professionals in the apparel industry told reporters that the proliferation of AI buyer photos stems from the profit-seeking mentality of some merchants. On one hand, the cost of using AI technology to generate model or buyer photos is very low. On the other hand, some merchants themselves sell products that do not match their descriptions. Using AI-generated images is intended to mislead consumers into purchasing the products.

In e-commerce competition, positive review rates and sales volume are key for merchants to gain traffic. The low cost and high efficiency of AI generation technology provide convenience for merchants to "boost positive reviews and create reputation." Senior photographer Ms. Yang told reporters that compared to hiring real models for shoots or encouraging real consumers to share photos, AI image generation does not require paying model fees or commissions. A set of nearly perfect buyer photos can be generated in minutes, significantly reducing merchants' operational and customer acquisition costs.

Ms. Yang admitted that merchants inclined to投机 often belong to the same group. Merchants genuinely wanting to build a good store will only use AI as a tool, not as a means for profit.

Photographer Ms. Yang: Many merchants using AI for clothing images were previously involved in image theft, selling products that do not match descriptions. So the essence is not an AI problem, but a merchant problem. Image theft carries risks; getting caught by the original store means paying compensation. With AI, there's no compensation to pay; changing the face avoids copyright infringement. Its drawbacks are numerous. All tools are mediums; the key lies in how people use them.

Platforms Should Employ Review Mechanisms To Curb Merchant False Advertising

In the short term, AI buyer photos might bring temporary traffic and sales. However, in the long run, false advertising only consumes consumer trust. Once consumers discover they have been misled, it leads not only to returns and refunds but also to the collapse of the merchant's reputation and loss of customers. Experts believe that for merchants orchestrating and using AI to generate buyer photos, platform review mechanisms should shoulder their due responsibility.

As crucial carriers of e-commerce transactions, platforms play a key role in governing the chaos of AI buyer photos. Reporters found that while most e-commerce platforms explicitly require in their rules that evaluation content and images posted by buyers must be authentic to the purchased product, prohibiting fabricated user reviews, in practice, the imperfection of review mechanisms is quite prominent.

Merchants using AI to generate model photos need to clearly label the source of the images. Existing laws already provide clear delineation of rights and responsibilities regarding merchants' false or misleading commercial advertising.

Huang Yinxu, Deputy Secretary-General of the Beijing Digital Economy and Digital Governance Law Research Association: If intentionally using artificial intelligence to generate erroneous images and guidance, it may involve corresponding situations of false advertising, which is explicitly prohibited by the "Anti-Unfair Competition Law of the People's Republic of China."

Governing the chaos of AI buyer photos cannot be accomplished by a single entity. It requires the collaborative efforts of consumers, merchants, platforms, and regulatory authorities to return AI technology to its essence of "empowering the industry," rather than being a tool for false advertising.

Huang Yinxu, Deputy Secretary-General of the Beijing Digital Economy and Digital Governance Law Research Association: Whether images or corresponding reviews, they need to be labeled as AI-generated. Platforms should, on one hand, strengthen technological follow-up, using technical means to inspect AI generation; on the other hand, they should also guide consumers to be aware of AI-generated content, including cases of "products not matching descriptions." Through some post-event regulatory measures, they can pressure operators themselves to reduce the use of AI for misleading guidance and false advertising.