The proliferation of AI-generated content has become a growing concern, with e-commerce platforms struggling to keep up with the increasing sophistication of technology.
One of the latest moves to address this issue comes from Alibaba’s Taobao platform, which is taking significant steps to clamp down on misleading and counterfeit product images created through artificial intelligence.
This initiative aims to protect consumers and ensure that online shopping remains transparent and trustworthy.
Taobao, part of Alibaba Group, has launched a comprehensive campaign against the use of AI-generated images that misrepresent products.
AI-generated image (left) and actual product (right)
The platform has made it clear that while some image enhancements are acceptable, excessive manipulation—especially those that result in unrealistic portrayals of items—is strictly prohibited.
Alibaba said in a statement,
"Product images should primarily reflect actual photos of the products, with any enhancements being moderate and avoiding distortion. The use of AI or other technologies to generate images that significantly distort or misrepresent product information is strictly prohibited."
The company also stated that any attempts to use AI technology to create misleading product images that don't reflect actual items would not be tolerated.
To tackle this, Taobao is enhancing its detection model, which has already flagged nearly 100,000 images for being overly exaggerated or altered.
As part of the effort, the platform will introduce new visual indicators on product pages to mark content generated by AI.
These clear labels will help consumers easily differentiate between genuine and AI-altered images, helping to raise awareness about the issue.
One of the major challenges posed by AI-generated content is how convincingly realistic the images can appear.
Common signs that suggest an image has been artificially created include unnatural hand positions, distorted feet, odd shadows, and even bizarre or nonsensical text.
An example of a poorly generated image featuring a model with a deformed foot.
As technology advances, distinguishing between authentic content and AI-generated material becomes more difficult, with the potential to mislead shoppers and undermine trust in e-commerce platforms.
The new detection methods being employed by Taobao aim to help mitigate these concerns by identifying manipulated or fake images more effectively.
Same woman in exact same pose but different top.
The platform’s decision to implement these measures comes in response to broader regulatory efforts in China aimed at curbing the misuse of AI.
In addition to Taobao's internal changes, the Chinese government has been proactive in regulating the technology, with new rules coming into effect by September 2025 requiring all AI-generated content to be clearly labelled across platforms.
Taobao’s move sets a new precedent for e-commerce operators, as it is the first major platform to introduce such comprehensive measures targeting AI-generated content.
The company has called for broader cooperation within the industry to ensure authenticity in product advertising.
Similar actions have already been seen in other digital spaces, including social media sites like Weibo and Douyin, China's version of TikTok, which have also cracked down on deceptive AI-generated content.
Alibaba assured in its statement,
"[We are] intensifying efforts to combat the use of AI-generated fake images that deceive consumers and infringe upon the rights of original brand merchants.”
The company stressed that the development and usage of AI should enhance consumer experiences, promote originality, and protect legitimate business interests, rather than being used to facilitate unethical or dishonest practices.
As AI technology continues to evolve, the fight against misuse in digital spaces is only going to intensify.
Alibaba’s initiative reflects a growing concern about the role of AI in shaping the future of e-commerce and the need for more robust systems to maintain integrity in online transactions.
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Translation:
Protecting Consumers and Original Merchants' Rights
Starting today, Taobao officially launches AI fake image governance across the entire platform, intensifying efforts to combat the use of AI-generated fake images that deceive consumers and infringe upon the rights of original brand merchants.
AI-generated deceptive images are becoming a new problem in the e-commerce industry. More and more seemingly beautiful yet severely inaccurate AI images are flooding various platforms, misleading consumers and affecting the shopping experience. At the same time, AI fake images further lower the cost for unscrupulous merchants to copy products across platforms, steal images, and infringe on the legitimate interests of original brands and merchants, deteriorating the industry environment.
Taobao regulations state: product images should primarily reflect actual photos of the products, with any enhancements being moderate and avoiding distortion. The use of AI or other technologies to generate images that significantly distort or misrepresent product information is strictly prohibited.
While AI may lack judgment, its users must exercise discernment, and platforms must uphold values. The development and use of AI should improve consumer experience, promote originality, and protect the rights of legitimate merchants, rather than becoming a tool for illegal and unethical profit-making. We also issue a call to the entire industry: regulate the use of AI-generated images, ensure the authenticity of product information, and join in the comprehensive governance of AI fake images.
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