The China Consumers Association (CCA) has issued a consumer advisory regarding the use of artificial intelligence (AI) services, urging caution against potential misleading information. As AI, particularly generative AI powered by large language models, becomes increasingly integrated into daily life, the CCA highlights that while AI enhances convenience and efficiency, its outputs can be uncertain, inaccurate, or not strictly aligned with reality. Consumers are advised to understand the assistive and reference nature of general-purpose generative AI and to verify crucial information, such as pricing, contract terms, after-sales service, and legal responsibilities, through official channels rather than solely relying on AI-generated content.
Understanding AI in Consumer Scenarios
The CCA categorizes AI services encountered by consumers into two main types: general-purpose generative AI, which produces responses based on public information and training data, and AI customer service tools deployed by businesses, which directly engage in sales and service processes.
General-Purpose Generative AI: A Reference, Not a Guarantee
General-purpose AI services are not official representatives of any specific business. Their generated content should not be treated as formal commitments or substitutes for contracts and authoritative opinions. Instead, they serve as information aids. The CCA notes that these AI tools may sometimes make unsubstantiated promises for consumer losses, provide overly certain predictions on legal outcomes, or even generate false information about payments or case handling. Consumers who act on such information without verification through official channels, contracts, or authoritative sources risk making incorrect decisions regarding refunds, rights protection, or legal actions, potentially leading to financial losses.
The CCA points to the Provisional Measures for the Administration of Generative Artificial Intelligence Services, which mandate AI service providers to enhance transparency, accuracy, and reliability. Providers are expected to clarify the intended audience, situations, and uses of their services and guide users to interact with AI rationally and legally.
The association recommends that providers of general-purpose generative AI strengthen risk warnings and information quality management, especially in sensitive areas like financial management, daily services, and rights protection. They should clearly indicate the limitations of AI-generated content in these contexts and prompt users to seek further verification. Continuous optimization of model accuracy, content review, risk alerts, and error correction mechanisms are also crucial to minimize misinformation and reduce the risk of consumer losses due to over-reliance.
AI Customer Service Tools: Businesses Remain Responsible
When businesses deploy their own AI customer service tools, these tools become an integral part of their operational chain. Problems can arise when AI customer service provides inaccurate information about pricing, misinterprets discount rules, or fails to adequately disclose important limitations. In cases of disputes, some businesses might attempt to disclaim responsibility by citing AI as the source of the automated response.
This practice can mislead consumers about transaction costs, fee structures, and after-sales services, infringing upon their right to know and their right to fair trade. As stipulated by the Consumer Rights Protection Law, businesses must provide truthful and clear answers to consumer inquiries about products and services.
The CCA urges businesses using AI customer service to improve their oversight and management, ensuring that the information provided by AI aligns with actual product/service details, pricing, promotional rules, contractual agreements, and after-sales policies. They must also provide accessible channels for human customer support and dispute resolution. While leveraging AI for efficiency, businesses need to establish mechanisms for accountability. They cannot arbitrarily evade responsibility for important information provided by AI customer service regarding prices, fees, or after-sales issues by simply claiming it was automatically generated.
Call for Improved Regulation and Consumer Vigilance
The CCA appeals to relevant authorities to further refine regulations for AI applications in the consumer sector. Clearer guidelines on the responsibilities of service providers and businesses, tailored to different service types and scenarios, are needed to foster a regulated and orderly AI consumer service environment with well-defined rights and obligations.
The association reiterates its call for consumers to maintain a rational understanding of generative AI’s role as an information assistant and reference. For critical consumption information, consumers must verify details concerning prices, contracts, after-sales service, and legal liabilities through official business channels, contract documents, regulatory bodies, or other authoritative sources before making decisions.
