Risks and Regulatory Paths of Artificial Intelligence Application in E-Commerce Customer Service

数字经济背景下，人工智能在电商客服领域的应用愈发广泛。当前，其应用模式包括智能问答系统、个性化推荐系统以及情感分析系统等。然而，人工智能在电商客服中的应用也面临诸多风险，如技术层面存在算法缺陷、数据偏差以及技术更新滞后等问题；服务质量上有智能客服“不智能”、人工客服缺失等情况；数据安全与隐私方面存在数据收集、存储、使用及共享的风险。针对这些风险，应从技术、法律、行业自律和消费者参与等方面进行规制，如算法优化、完善法规、制定行业标准、增强消费者教育等，以保障人工智能在电商客服中合理应用，促进电商行业健康发展。Under the background of the digital economy, the application of artificial intelligence in the field of e-commerce customer service is becoming more and more extensive. Currently, its application modes include intelligent question and answer systems, personalized recommendation systems and sentiment analysis systems. However, the application of artificial intelligence in e-commerce customer service also faces many risks, such as the technical level of algorithmic defects, data bias, and lagging technology updates; the quality of service, such as intelligent customer service “unintelligent” and the lack of artificial customer service; and the risk of data collection, storage, use, and sharing in terms of data security and privacy. In response to these risks, regulation should be carried out in terms of technology, law, industry self-regulation and consumer participation, such as algorithm optimization, improvement of regulations, formulation of industry standards, and enhancement of consumer education, etc., in order to protect the reasonable application of artificial intelligence in e-commerce customer service and promote the healthy development of the e-commerce industry.