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Beware of Misleading When Using AI Services
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- DeepHorus
The China Consumer Association officially released consumption tips regarding artificial intelligence services on August 25, aiming to remind consumers to remain rational when using such services and to guard against economic losses due to misleading information. The release of these tips marks regulatory attention to the potential risks and norms for the rapidly proliferating generative AI technology in the consumer sector. The association pointed out that while AI technology enhances service efficiency, the uncertainty in its information generation may lead to inaccurate content or unfulfilled promises. The tips emphasize that consumers should not rely solely on AI-generated content when making important decisions involving prices, contracts, etc.
Currently, generative AI centered on large language models is accelerating integration into various consumer scenarios. Based on public opinion and complaints, the association analyzed that AI encountered by consumers in daily life primarily falls into two categories: first, general-purpose generative AI services for the public, whose responses are based on public information and model training and typically do not represent the official views of specific merchants; second, AI customer service tools deployed directly by businesses, which deeply participate in operational aspects such as product introductions and after-sales handling. These two types of services exhibit different risk characteristics in consumer applications.
For general-purpose generative AI, the association clarified its positioning as "information assistance and reference." The content generated by such services cannot be directly regarded as official commitments from platforms or merchants, let alone replace contractual agreements or authoritative institution opinions. In practice, this type of AI may make unsupported promises during rights protection consultations, provide incorrect legal guidance, or even generate false procedural information. If consumers act on this without discernment, it could lead to erroneous refund or litigation decisions, causing unnecessary losses. The "Interim Measures for the Management of Generative AI Services" already requires service providers to improve the accuracy and reliability of content.
The association recommends that providers of general-purpose generative AI services strengthen risk alerts in key scenarios. In critical areas such as financial management and rights protection decisions, they must clearly inform users of content limitations and remind them to verify information. Simultaneously, service providers should continuously optimize models, improve content review and error correction mechanisms to reduce misinformation and lower the risk of consumer harm due to over-reliance. This suggestion aims to promote industry-wide improvements in service transparency and quality.
On the other hand, for AI customer service deployed by businesses, the association emphasized that the involvement of technology cannot weaken the legal responsibilities of operators. Such customer service is part of the business service chain, but in practice, issues like inaccurate price explanations or rule interpretations may arise. Some operators might even attempt to evade responsibility by citing "automated system responses." According to the "Consumer Rights Protection Law," consumers have the right to information, and operators must provide truthful and clear answers to inquiries. AI customer service responses are equally bound by this.
To this end, the association urges relevant businesses to strengthen review management, ensuring that information provided by AI customer service aligns with actual conditions and contractual agreements, and to offer convenient channels for human customer service and dispute resolution. Operators cannot simply exempt themselves from important replies involving prices or fees based on the excuse of "algorithm-generated responses." Establishing an effective responsibility-bearing mechanism is a necessary measure to protect consumer rights.
Looking ahead, the China Consumer Association calls on relevant departments to further refine application norms for AI in the consumer sector. By clarifying the responsibility boundaries and governance requirements for service providers and operators, it aims to foster a market environment with clear rights and responsibilities. Simultaneously, the association again reminds consumers to maintain a cautious attitude toward any important consumption information, verifying and confirming through official channels, contract texts, and regulatory authorities, and not making final decisions based solely on AI-generated content.
