Research on Authenticity Controversy and Trust Reconstruction of AI Model Image Marketing—Taking Clothing E-Commerce as an Example

AI技术在电商领域的应用日益广泛，以各大头部电商平台的服装营销为例，基于人工智能技术生成的虚拟试衣模特形象正逐渐替代真人模特服装商拍。这一在线服装产品展示方式的转变虽然为商家实现了降本增效的成果，但“货不对板”引发的真实性争议导致了消费者信任危机，同时也挑战了法律与伦理的底线，由此对电商行业的健康发展构成潜在威胁。本研究从技术、商业动机、用户心理和平台责任等多个角度，深入探讨AI模特图营销引发的真实性争议背后的原因，以及在揭示AI模特图营销真实性争议风险的基础上，提出通过社会多方主体协同治理的路径实现电商信任生态的重构。The application of AI technology in the e-commerce sector is becoming increasingly widespread. Taking the clothing marketing of major leading e-commerce platforms as an example, virtual fitting model images generated based on AI technology are gradually replacing real-life model clothing photography. Although this shift in online clothing product display has achieved cost reduction and efficiency improvement for merchants, the authenticity controversy caused by “goods not matching the description” has led to a consumer trust crisis. It also challenges the legal and ethical bottom line, posing a potential threat to the healthy development of the e-commerce industry. This study delves into the reasons behind the authenticity controversy caused by AI model image marketing from multiple perspectives, including technology, business motivation, user psychology, and platform responsibility. Based on revealing the risks of authenticity controversy in AI model image marketing, it proposes a path to reconstruct the e-commerce trust ecosystem through collaborative governance by multiple social entities.