China has moved to tighten control over consumer facing artificial intelligence platforms that simulate human behaviour and form emotional connections with users.
On Saturday, the country’s cyber regulator released draft rules for public comment aimed at strengthening oversight of AI services designed to imitate human personalities and engage users emotionally. The step highlights Beijing’s growing focus on guiding the rapid expansion of AI while reinforcing safety and ethical standards.
The proposed framework applies to AI products and services offered to the public in China that display simulated human personality traits, thinking patterns, and communication styles. These services interact with users through text, images, audio, video, or other formats and are designed to build emotional engagement.
Under the draft rules, AI service providers would be required to caution users against excessive use and take action when signs of dependency appear. The proposal places responsibility on companies to manage safety across the entire product lifecycle, including setting up systems for algorithm review, data security, and personal information protection.
The draft also addresses potential psychological risks linked to emotional AI interactions. Providers would need to identify user conditions and assess emotional states and levels of dependence. If users are found to show extreme emotional responses or addictive behaviour, companies would be expected to take necessary steps to intervene.
Clear boundaries have also been outlined for content and conduct. The rules state that AI services must not generate content that threatens national security, spreads rumours, or promotes violence or obscenity. These rules are intended to prevent misuse and reduce the social risks linked to emotionally responsive AI systems.
The draft rules mark another step in China’s broader effort to regulate emerging AI technologies as they become more deeply integrated into everyday digital life.
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