據(jù)潮新聞報(bào)道，近期，一些高度相似的“裝修博主”的帖子在許多社交平臺(tái)刷屏。

Recent investigations have revealed that numerous social media posts claiming to share homeowners' renovation experiences are actually generated using artificial intelligence (AI), raising concerns over deceptive marketing practices.

記者在小紅書(shū)、抖音等平臺(tái)輸入“裝修已定”“聊聊感受”等關(guān)鍵詞，頁(yè)面瞬間彈出大量“業(yè)主經(jīng)驗(yàn)分享”類帖子，IP地址涵蓋北京、上海、廣州、成都等全國(guó)多個(gè)城市。

這些帖子的封面圖高度相似：幾乎均為一對(duì)笑容燦爛的“夫妻”站在新家門(mén)口合影，部分“夫妻”還懷抱嬰兒，營(yíng)造出“真實(shí)業(yè)主入住”的場(chǎng)景。

Reporters searching keywords like "renovation completed" on platforms such as RedNote and Douyin found a flood of posts claiming to feature "real homeowners". Most images show smiling couples — sometimes holding infants — in front of newly renovated homes, with IP addresses tracing to cities including Beijing, Shanghai, Guangzhou, and Chengdu.

然而仔細(xì)觀察可發(fā)現(xiàn)，這些圖片存在失真。每對(duì)“夫妻”的笑容都很一致，面部細(xì)節(jié)過(guò)于完美，背景透視輕微畸變，有典型AI生成的痕跡，但發(fā)布者并未對(duì)此進(jìn)行標(biāo)注。

Closer inspection reveals AI-generated traits, including unnaturally perfect faces, uniform smiles, and slightly distorted backgrounds, yet none of the posts disclose that the images are AI-generated.

另外，帖子的文案也很模板化。開(kāi)頭講裝修水深，自己幾個(gè)月來(lái)睡不好覺(jué)，后來(lái)在平臺(tái)上姐妹的幫助下，事情出現(xiàn)轉(zhuǎn)機(jī)，找到良心裝修公司，選擇這家公司的原因包括報(bào)價(jià)清晰、材料接地氣、付款比例合理等。評(píng)論區(qū)里，有一堆人留言問(wèn)是哪家公司，對(duì)方一一表示已私信回復(fù)。

The posts also follow a standardized template. They begin with complaints about renovation challenges, describe how online advice helped them find a reputable company, and praise clear pricing, quality materials, and fair payment terms. Comment sections frequently feature users asking for the company's details, with replies sent privately.

一家知名裝修公司的銷售經(jīng)理胡女士認(rèn)為，眼下業(yè)內(nèi)商家利用AI圖片獲客的情況十分常見(jiàn)。胡女士表示，這些商家借助第三方工具，短時(shí)間內(nèi)生成大量AI夫妻圖片，再打著分享裝修經(jīng)驗(yàn)的名義進(jìn)行營(yíng)銷，成本幾乎為零，而傳統(tǒng)請(qǐng)模特拍實(shí)景至少要花費(fèi)數(shù)千元。

另一位業(yè)內(nèi)人士汪先生也表示贊同，“以私信方式告訴消費(fèi)者，中間是有貓膩的?！?/p>

評(píng)論區(qū)還有網(wǎng)友表示，曾發(fā)現(xiàn)部分不良商家盜用朋友的照片和社交平臺(tái)頭像，用于制作AI廣告。

Industry insiders say AI-based marketing is becoming increasingly common. Hu, a sales manager at a well-known renovation company, said generating AI "homeowners" allows companies to produce large volumes of promotional content at minimal cost, compared with traditional photoshoots. Wang, another industry professional, added that private-message replies may conceal commercial motives.

Some users also reported that companies have used friends' photos or social media avatars without permission.

律師提醒

一些商家使用“AI夫妻”獲客，看似高效，實(shí)則踩在多條法律紅線上。上海博和漢商（杭州）律師事務(wù)所創(chuàng)始合伙人、名譽(yù)主任邵斌律師認(rèn)為，裝修公司用AI技術(shù)制作“夫妻”以及“工作人員”圖像用于宣傳，如果現(xiàn)實(shí)中真有這些人且未獲授權(quán)，就違反肖像權(quán)保護(hù)相關(guān)法律，即便宣傳未直接獲利，也構(gòu)成侵權(quán)，需承擔(dān)停止侵權(quán)、消除影響、公開(kāi)賠禮道歉，還需賠償肖像權(quán)人肖像許可使用費(fèi)及精神損害撫慰金等。

同時(shí)，邵斌律師還表示，我國(guó)廣告法第四條規(guī)定，廣告不得含有虛假或者引人誤解的內(nèi)容，不得欺騙、誤導(dǎo)消費(fèi)者。若裝修公司用AI合成圖像冒充真實(shí)業(yè)主形象，暗示是“真實(shí)業(yè)主好評(píng)”“真實(shí)完工案例中的業(yè)主”，但未如實(shí)告知圖像為AI生成，可能違反廣告法的誠(chéng)實(shí)信用原則，可以由市場(chǎng)監(jiān)管部門(mén)責(zé)令停止違法行為，消除影響，并處20萬(wàn)元-100萬(wàn)元罰款；情節(jié)嚴(yán)重的，可吊銷營(yíng)業(yè)執(zhí)照。

Legal experts warn that the practice could violate multiple Chinese laws. Shao Bin, founding partner at Bohe & Hansen Law Firm, said using AI-generated images of "homeowners" or staff without consent infringes portrait rights — even without direct profit — and could lead to orders to cease use, remove content, issue an apology, and pay compensation.

Shao also noted that under China's Advertisement Law, presenting AI images as real customer reviews or completed projects without disclosure can result in fines of 200,000 to 1 million yuan, and, in serious cases, the revocation of business licenses.

來(lái)源：中國(guó)青年報(bào) 潮新聞 錢(qián)江晚報(bào)

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