China’s cyber regulator has released draft rules seeking to tighten control over artificial intelligence services designed to simulate human personalities and engage users emotionally, marking a new step in Beijing’s effort to shape the fast-growing consumer AI sector.
Issued on Saturday for public comment, the proposal reflects growing official concern about the social, psychological and ethical impact of AI products that interact closely with users. The rules would apply to AI services offered to the public in China that display human-like personality traits, thinking patterns and communication styles, and that engage users through text, images, audio or video.
Under the draft framework, service providers would be required to take greater responsibility for user safety throughout the entire lifecycle of their products. This includes setting up systems for algorithm review, strengthening data security, and improving the protection of personal information. Companies would also be required to alert users to the risks of excessive use.
The proposed rules place particular emphasis on preventing addiction and psychological harm. Providers would be expected to monitor user behaviour, identify emotional states and assess levels of dependence on their services. If users show signs of extreme emotions or addictive behaviour, companies would be required to take appropriate measures to intervene.
The draft also sets clear boundaries on content and conduct. AI services would be prohibited from generating material that threatens national security, spreads rumours, or promotes violence or obscenity, reinforcing China’s broader push to ensure that emerging AI technologies align with state-defined safety and ethical standards.
