China’s cyberspace regulator has released draft rules for public comment aimed at tightening oversight of artificial intelligence services that simulate human personalities and interact emotionally with users. The new proposal is part of a broader effort by Beijing to shape the rapid rollout of consumer‑facing AI technologies and strengthen safety, ethical standards, and social stability in the face of accelerating AI adoption. These draft regulations focus on systems that mimic human thinking, communication styles, and emotional engagement across text, audio, video, and other media.
Under the draft framework, service providers would have to take responsibility for safety throughout the entire lifecycle of their AI products. This includes setting up robust systems for algorithm review, data security, and the protection of personal information. Providers would also be expected to warn users against excessive use and intervene if users exhibit signs of addiction or emotional distress, reflecting concern about the psychological impact of emotionally engaging AI.
Addressing potential psychological risks is a central feature of the rules. Companies would need to identify user states and assess emotional dependency on AI systems, and take necessary steps if users display extreme emotions or addictive behavior. The draft also establishes content and conduct boundaries, requiring AI services to avoid generating material that threatens national security, spreads rumors, or promotes violence, obscenity, or other harmful content.
The regulatory push highlights China’s intention to manage not just the technological aspects of AI, but its societal and emotional effects on users. By proposing these standards, authorities aim to ensure that AI systems with human‑like interaction are developed and deployed in ways that prioritize safety, reduce harm, and uphold social and political norms. Public consultation on the draft rules will help shape the final regulations, which could have wide‑ranging implications for AI developers and platforms operating in China.
