The Role, Function, and Practical Pathways of Generative Artificial Intelligence in Rural E-Commerce

“互联网+”农业推动了农村电商的发展，成为农民增收的关键。中央一号文件强调要发展乡村特色产业，促进农村电商高质量发展，构建高效商品流通渠道，打造农业现代化的数智引擎。当前生成式人工智能迅速发展，为农村电商内容生产瓶颈提供了新方案，但仍旧面临着人才短缺、产品同质化、产业链脆弱和融资模式失衡等现实困境。因此，探索生成式人工智能在农村电商中的实施路径至关重要，提出实施分层培训及轻量化工具的下沉策略、以数据驱动的差异化内容创新为辅助促进品牌价值的提升、重塑产业链结构以构建高效商品流通渠道以及构建多元化融资机制与优化政策扶持等对策路径，促进农村电商的高效、智能、可持续发展。The “Internet+” Agriculture initiative has propelled the development of rural e-commerce, making it a key driver of increased income for farmers. The No. 1 Central Document emphasizes the need to develop rural specialty industries, promote the high-quality growth of rural e-commerce, establish efficient commodity circulation channels, and build a digital and intelligent engine for agricultural modernization. Currently, the rapid advancement of generative artificial intelligence offers new solutions to the bottleneck in content production for rural e-commerce. However, challenges such as talent shortages, product homogenization, fragile supply chains, and imbalanced financing models persist. Therefore, exploring the implementation pathways of generative artificial intelligence in rural e-commerce is crucial. Proposed strategies include tiered training programs and the deployment of lightweight tools, data-driven differentiated content innovation to enhance brand value, restructuring supply chains to create efficient commodity circulation channels, and establishing diversified financing mechanisms with optimized policy support. These measures aim to foster the efficient, intelligent, and sustainable development of rural e-commerce.