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Governing AI virtual anchors in China’s live streaming E-commerce ecosystem: Policy challenges and global implications

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  • Meng, Yuxi

Abstract

The rapid advancement of generative artificial intelligence (AI) has fundamentally reshaped the traditional media value chain, transforming the processes of content production, distribution, and consumption. Among these developments, AI virtual anchors have significantly reduced operational costs and enabled the large-scale creation of content. However, their widespread adoption has also raised complex legal, ethical, and regulatory challenges. This paper investigates the governance of AI virtual anchors from three key dimensions.

Suggested Citation

  • Meng, Yuxi, 2026. "Governing AI virtual anchors in China’s live streaming E-commerce ecosystem: Policy challenges and global implications," Telecommunications Policy, Elsevier, vol. 50(2).
    • Handle: RePEc:eee:telpol:v:50:y:2026:i:2:s030859612500206x
    DOI: 10.1016/j.telpol.2025.103109
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    References listed on IDEAS

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    1. Robinson, Stephen Cory, 2020. "Trust, transparency, and openness: How inclusion of cultural values shapes Nordic national public policy strategies for artificial intelligence (AI)," Technology in Society, Elsevier, vol. 63(C).
    2. Liu, Qixuan & Ma, Ning & Zhang, Xiaoyi, 2025. "Can AI-virtual anchors replace human internet celebrities for live streaming sales of products? An emotion theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    3. Tuzov, Viktor & Lin, Fen, 2024. "Two paths of balancing technology and ethics: A comparative study on AI governance in China and Germany," Telecommunications Policy, Elsevier, vol. 48(10).
    4. Ye, Xiongbiao & Yan, Yuhong & Li, Jia & Jiang, Bo, 2024. "Privacy and personal data risk governance for generative artificial intelligence: A Chinese perspective," Telecommunications Policy, Elsevier, vol. 48(10).
    5. Johannes Fritz, 2025. "Understanding authorship in Artificial Intelligence-assisted works," Journal of Intellectual Property Law and Practice, Oxford University Press, vol. 20(5), pages 354-364.
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