BEIJING, China: China is stepping up efforts to regulate the rapidly expanding use of artificial intelligence-powered “digital humans”, as authorities seek to address ethical and social risks linked to the technology.
The country’s internet regulator, the Cyberspace Administration of China, has issued draft rules governing how AI-generated avatars are created and used.
The proposed measures aim to prevent harm to children, protect personal rights and maintain social stability.
Digital humans — lifelike AI avatars that can mimic real people’s appearance and voice — have become increasingly common across Chinese social media platforms.
They are widely used in advertising, entertainment and personal applications, reflecting the rapid growth of the industry.
The move comes as the sector continues to expand at pace. State media has reported that China’s digital human industry was worth around 4.1 billion yuan ($600 million) in 2024, after recording significant annual growth.
Under the draft rules, companies must clearly label content generated by digital humans and are prohibited from creating avatars resembling real individuals without consent. Authorities are also targeting the misuse of personal data and deepfake technologies.
Ethical concerns grow
The issue has sparked debate following cases where AI avatars were used to recreate deceased individuals. In one instance, a woman created a digital version of her late father, allowing her to interact with him online.
While she described the experience as emotionally comforting, others have raised concerns about potential psychological impacts and misuse.
The draft regulations also seek to protect minors by banning services that encourage emotional dependency or harmful behaviours.
Experts say the measures reflect China’s broader approach to emerging technologies — encouraging innovation while imposing controls once risks become evident.
Violations of the proposed rules could result in fines and other legal penalties. Officials say the framework is designed to balance technological development with safety, ensuring AI applications evolve within clearly defined boundaries.
As China accelerates its push into advanced technologies, the new regulations signal a stronger focus on governance, aiming to prevent misuse while supporting continued industry growth.
