生成式人工智能图像广告应用伦理问题研究综述——基于消费者行为与数字营销伦理视角

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摘要

生成式人工智能（GenerativeAI）技术在图像广告创作中的快速应用，显著提升了广告内容生产的效率与个性化能力，同时也引发了真实性、版权、偏见、隐私及责任归属等一系列伦理问题。本文从消费者行为与数字营销伦理视角，系统梳理生成式AI图像广告应用中的主要伦理挑战，结合国内外相关文献与治理实践，分析其对消费者信任、品牌关系及社会公平等维度的影响。在文献检索与筛选基础上，本文明确将伦理问题归纳为五类，并尝试构建“技术特征—伦理风险—消费者心理机制—行为后果”的分析链条，引入真实性理论、说服知识模型与心理距离理论进行整合讨论。研究发现，现有研究在理论整合、边界条件识别及实证检验方面仍存在不足。本文进一步讨论了多主体协同治理路径，区分法律合规与伦理责任两个层次，并围绕各风险类型提出对应的责任主体与可操作治理措施。提出未来研究应重点关注披露机制的心理效应、跨文化伦理差异以及技术—制度互动下的长期消费者福祉问题，以期为该领域的理论深化与实践规范提供参考。

文献引用

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