Summary of Key Points
Artificial Intelligence (AI) has become an essential tool for cross-border e-commerce businesses to enhance productivity. However, platforms such as Amazon and TikTok Shop have recently introduced new regulations regarding the compliance of AI-generated content (e.g., requiring the labeling of AI-generated material and prohibiting false enhancements). These changes are driven by regulatory pressures, user complaints, and the need for ecosystem governance. Businesses are responding to these regulations through human-machine collaboration and the use of specialized AI frameworks. While AI significantly improves work efficiency (e.g., in image creation and data analysis), it also raises ethical concerns. Companies that do not utilize AI may gradually fall behind.
I. New Platform Regulations: AI Content Must Be “Transparent”
Recently, both Amazon and TikTok Shop have established rules for AI-generated content:
- Amazon: If product images/videos contain realistically generated images created by AI, metadata tags must be added before uploading. The reason is to comply with new AI regulations in various countries.
- TikTok Shop: Content that is entirely or primarily generated by AI must be labeled, and AI cannot be used to alter the true appearance of products (e.g., changing the size or color of products) or to claim miraculous effects (e.g., claiming that a regular water bottle can cure diseases).
In simple terms, the platforms want to ensure that consumers are not misled by fake content created using AI.
II. Why Are Platforms Suddenly Regulating AI?
According to Zhang Zhouping, an expert from Bense智库, the platforms are enforcing these rules due to three main pressures:
1. Stringent Regulations: 2026 marks the “Year of AI Compliance.” Countries around the world, including the United States, the European Union, and China, have introduced AI-related regulations, with fines potentially reaching up to 3% of a company’s global revenue or several million euros.
2. Increased User Complaints: Many businesses use AI to excessively enhance product images, leading to discrepancies between the products received by customers and their expectations, resulting in a surge in complaints and negative reviews, which affects the platforms’ reputations.
3. Disrupted Ecosystem: A large amount of low-quality AI content (e.g., uniformly designed product images) is crowding out compliant businesses, making it necessary for platforms to remove such “junk” to maintain fair competition.
Additionally, AI has led to other issues such as false advertising, AI-related scams (e.g., fake sellers using AI to defraud customers), spam comments, and non-compliant operations (e.g., using prohibited language in AI-generated copy).
III. How Are Businesses Responding?
Businesses are adopting various strategies to comply with the new regulations:
- Human-Machine Collaboration to Avoid Labels: Ding Linfeng from Shanghai Weierda suggests that not all AI-generated content needs to be labeled. If human designers make significant adjustments to the AI-generated content (e.g., fine-tuning details or reviewing the logic), the final result can be considered a “human-made” work and does not require labeling. Only mass-produced, low-quality AI content is strictly checked.
- Using Specialized AI Frameworks to Prevent Infringements: Xiong Weiping, who develops customized solar panels, has built his own AI detection and design framework to restrict AI from using copyrighted materials and ensures that only non-commercial materials are used. He also uses integrated tools like Accio Work to automatically generate content that complies with platform rules.
- Continuous Testing for Balance: As policies evolve, businesses are testing different AI tools and methods to gradually adapt to the new regulations. There is no fixed solution yet.
Businesses believe that platforms, as beneficiaries of AI, should take on more regulatory responsibility and not solely rely on them to address these issues.
IV. How Useful Is AI Really?
AI has greatly improved efficiency, enabling small and medium-sized enterprises (SMEs) to catch up with larger brands:
- Efficiency Boost: Weierda’s image creation efficiency has increased from 50 images per person per day to 500 images, reducing the need from four designers to just one designer with the help of AI. Xiong Weiping’s company has reduced the time required to design a single image from several hours to just over ten minutes.
- Data-Driven Precision: AI can analyze market data to generate content that appeals to target audiences, improving conversion rates compared to traditional design methods based on intuition.
- SMEs’ Competitive Advantages: AI allows SMEs to compete with larger brands by quickly producing high-quality content. For example, small businesses can use AI to create effective videos, increasing video traffic and return on investment (ROI).
- Customized AI: Xiong Weiping emphasizes that general-purpose AI (like ChatGPT) may not understand the specific needs of businesses, leading to less relevant content. By providing their own product data and transaction logic to AI, they can create more tailored content.
V. AI Has Become a “Necessary Tool”; Without It, Companies Will Fall Behind
Cross-border businesses are increasingly dependent on AI. Xiong Weiping’s company uses AI in 60%-70% of its operations, shifting from simple communication to a more systematic and automated workflow. Foreign trade businesses are even more advanced in this regard, as overseas customers (e.g., in the United States) are accustomed to using AI to describe their needs. Businesses that do not use AI may struggle to secure orders.
However, AI is also controversial, with concerns about its potential to replace many jobs in the long run. Nevertheless, businesses generally believe that the benefits of AI outweigh the drawbacks, and those that do not adopt it will likely be left behind.
Conclusion: AI has brought about a “productivity revolution” in cross-border e-commerce, but compliance is a critical issue. Businesses need to learn to use AI effectively rather than abuse it. Platforms and regulators must work together to balance innovation with fairness. After all, AI is a tool that, when used correctly, can help businesses generate revenue and provide a better experience for consumers.