Some live broadcast rooms use the "faces" of popular stars to sell goods. This move can allow "stars" to speak for free, thereby increasing traffic and increasing sales.
Using AI technology to replace the face of celebrities will mislead consumers. The relevant live broadcast room does not have a conspicuous identification of AI face-changing anchors. The provision of Internet live streaming services shall comply with laws and regulations, and cultivate a positive, healthy, and upwardly benevolent online culture, says Haining.