凤凰网科技讯 （作者/彭坤苹）3月27日，淘宝所属的淘天集团宣布，正式在全平台启动AI假图治理行动，旨在严厉打击利用AI假图欺骗消费者、侵害原创品牌商家权益的违规行为。
近年来，AI生成的欺骗性图片成为电商行业的“痼疾”。大量看似精美的AI假图充斥平台，“货不对版” 情况严重，误导消费者，破坏购物体验。同时，AI假图降低了不良商家山寨、盗图成本，损害原创品牌及商家合法利益，恶化行业生态。
淘宝明确规定，商品图片应以商品实拍图为核心呈现，修饰行为应当适度，避免失真，严禁利用AI等技术合成方式，呈现显著失真的、与实际不符的商品信息效果图。平台表示，AI本身虽无价值判断，但使用者和平台需有价值取向，AI应用应提升消费体验、促进原创、保护商家权益，而非沦为违规获利工具。淘宝还向全行业倡议，共同规范使用AI生成图片，保障商品信息真实，全面治理AI假图问题。
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