China’s cyber regulator has released draft rules for public consultation aimed at tightening oversight of artificial intelligence services designed to simulate human personalities and engage users emotionally. The move highlights Beijing’s push to guide the rapid expansion of consumer-facing AI with stronger safety and ethical safeguards.
The proposed regulations would apply to AI products and services offered to the public in China that present simulated human traits, thinking patterns and communication styles, and interact with users through text, images, audio, video or other formats.
Under the draft, service providers would be required to warn users against excessive use and step in when signs of addiction emerge. Companies would also need to take responsibility for safety throughout the product lifecycle, including setting up systems for algorithm review, data security and protection of personal information.
Addressing potential psychological risks, the rules call on providers to identify users’ emotional states and assess their level of dependence on the service. If users display extreme emotions or addictive behaviour, providers would be expected to take appropriate intervention measures.
The draft also outlines strict content guidelines, stating that AI services must not generate material that threatens national security, spreads rumours, or promotes violence or obscenity.