直播带货又出新骗局？禁止AI带货方能一劳永逸
黄上平（湖南师范大学）
“张文宏是不是带货了？”近日，一段冒充张文宏医生的AI合成视频在网络流传，其形象、口型、声音均与张文宏一致，该视频成功借助AI技术欺骗消费者，不少消费者纷纷下单蛋白棒。针对此类乱象，张文宏医生同样苦恼不已，他多次投诉未果，报警也无法制止对方频繁更换账户的“狡猾”手段。
AI合成视频的骗局屡禁不止，探寻其背后的利益逻辑与猖狂根源是问题所在。随着智能化时代的到来，AI合成技术在各大平台纷纷亮相，吸引众多用户使用该平台进行娱乐。AI合成视频技术准入门槛低、操作便捷、账户追踪困难，让一些不法分子嗅到了“骗机”。他们利用虚拟空间数字人身份的隐蔽性，像毒蛇一样穿梭在平台与用户之间，冒充有社会影响力的名人，盈利的同时借助网络隐身服规避法律责任，被侵权人对此无可奈何，只能通过事后发声、呼吁公众等手段降低事件危害程度，具有极大的滞后性。
从“假靳东”到“假张文宏”，老年人成为AI合成视频的重点受害对象。一些老年人分辨不出伪造白岩松的直播带货视频，基于错误认知购买治疗失眠和白发的药物；65岁的老太太与“假靳东”网恋多日后欲从银行贷款200万给自己的明星男友“靳东”拍戏；“百姓直播间”超过30名粉丝出于对张文宏的信任下单“假带货视频”的蛋白棒，老年人不仅下单还转发到很多群聊。面对层出不穷的技术骗局，仅掌握手机基础操作和购买功能老年人，一方面无法识别复杂的网络手段，一方面又具备被骗的资金实力和操作能力，了解防诈骗宣传信息的可能性较低，由此可知，处于技术边缘的老年人无力与技术中端和核心的骗子对抗。
背后的操作者频繁更换账号以逃避责任，唯有禁止AI合成视频带货方能令其“无处遁形”。此类骗局涉及多方侵权，如侵犯名人肖像权、消费者知情权等等，但是因为网络空间的虚拟性，执法机关往往不能将其绳之以法进行惩戒，只能警示消费者不要上当受骗。此外，网络上还有一些视频指导老年人如何分辨AI视频与真人，其实用性、可行性不强。无论是警示还是指导，都不能从根本上解决问题，若任由AI合成视频发酵，商家也会效法不法分子牟利，网络平台将成为“诈骗平台”。不如禁止AI合成技术入驻直播带货平台，提高技术准入门槛，平台与执法部门双管齐下，实时监测AI合成视频动态，把诈骗苗头扼杀在摇篮中，采用传统的主流带货方式，禁止AI合成视频带货方能一劳永逸。
还被造假者一份安宁，还被骗者继续网购的信心，是禁止AI合成技术的应有之义。AI技术的确为人们的生活带来了便利，但对于其违背法律、漠视正义的问题，社会绝不能坐视不理，必须让技术在人类的掌握中向前发展，正如海德格尔所言：“技术是时代的座驾，然而能够驾驭技术从而影响时代进程的，永远是具有主体意识的人。”
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