China’s cyber regulator has released draft rules for public consultation aimed at tightening oversight of artificial intelligence services that simulate human personalities and engage users in emotional interaction, underscoring Beijing’s push to steer the rapid expansion of consumer-facing AI with stronger safety and ethics requirements.
The proposal, issued on Saturday by the Cyberspace Administration of China, would apply to AI products and services made available to the public that present simulated human traits, thinking patterns and communication styles, and interact emotionally with users via text, images, audio, video or other formats.
Under the draft, AI providers would be required to warn users against excessive use and to step in when signs of dependency or addiction emerge. Companies would also be expected to take responsibility for safety across the entire product lifecycle, including setting up systems for algorithm review, data security and personal information protection.
The rules place particular emphasis on psychological risks. Providers would need to identify user states, assess emotional conditions and gauge levels of reliance on the service. Where users exhibit extreme emotions or addictive behaviour, companies should take “necessary measures” to intervene, the draft says.
The proposal also establishes clear content and conduct red lines. AI services must not generate material that threatens national security, spreads rumours, or promotes violence or obscenity, reinforcing long-standing controls on online content while extending them explicitly to emotionally interactive AI systems.
If adopted, the rules would add another layer to China’s evolving AI regulatory framework, signaling closer scrutiny of technologies designed to build human-like bonds with users as authorities seek to balance innovation with social stability.
