Study on Competition Law Regulation of the “Either-Or Choice” Practice in AI-Powered E-Commerce

随着人工智能技术深度赋能电商平台，AI大模型正通过数据闭环与智能决策重构平台与商家的权力关系，催生出新型“二选一”竞争风险。现行《反不正当竞争法》《反垄断法》等法律因操作性不足、缺乏相对优势地位的规制以及执法技术障碍，难以有效应对AI赋能下的隐蔽性垄断行为。本文以传统“二选一”行为的运行机制为逻辑起点，剖析电商平台如何借助智能推荐、虚拟数字人等中性技术逃避法律规制，揭示法律滞后性与监管适配的双重困境。进而论证竞争法的现实适用性，并从立法与监管层面构建协同治理框架，助力电商竞争生态的可持续发展。With the deep integration of artificial intelligence into e-commerce platforms, large AI models are reshaping the power dynamics between platforms and merchants through closed data loops and intelligent decision-making, giving rise to emerging competitive risks associated with “either-or choice” practices. Existing legal frameworks—such as the Anti-Unfair Competition Law and the Anti-Monopoly Law—struggle to effectively address such AI-driven hidden monopolistic behaviors due to limited enforceability, the lack of regulation over relatively dominant market positions, and technical enforcement barriers. Starting from the operational mechanisms of traditional “either-or choice” practices, this paper examines how e-commerce platforms leverage neutral technologies—such as algorithmic recommendations and virtual digital agents—to evade legal scrutiny. It identifies the dual challenge of legal obsolescence and regulatory misfit. The paper further explores the real-world applicability of competition law and proposes a coordinated governance framework from both legislative and regulatory perspectives, aiming to foster the sustainable development of the e-commerce competition ecology.