你關注的這些“博主”可能是假的？緊急提醒！

據潮新聞報道，近期，一些高度相似的“裝修博主”的帖子在許多社交平臺刷屏。

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、抖音等平臺輸入“裝修已定”“聊聊感受”等關鍵詞，頁面瞬間彈出大量“業主經驗分享”類帖子，IP地址涵蓋北京、上海、廣州、成都等全國多個城市。

這些帖子的封面圖高度相似：幾乎均為一對笑容燦爛的“夫妻”站在新家門口合影，部分“夫妻”還懷抱嬰兒，營造出“真實業主入住”的場景。

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.

然而仔細觀察可發現，這些圖片存在失真。每對“夫妻”的笑容都很一致，面部細節過于完美，背景透視輕微畸變，有典型AI生成的痕跡，但發布者并未對此進行標注。

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。開頭講裝修水深，自己幾個月來睡不好覺，后來在平臺上姐妹的幫助下，事情出現轉機，找到良心裝修公司，選擇這家公司的原因包括報價清晰、材料接地氣、付款比例合理等。評論區里，有一堆人留言問是哪家公司，對方一一表示已私信回復。

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理胡女士認為，眼下業內商家利用AI圖片獲客的情況十分常見。胡女士表示，這些商家借助第三方工具，短時間內生成大量AI夫妻圖片，再打著分享裝修經驗的名義進行營銷，成本幾乎為零，而傳統請模特拍實景至少要花費數千元。

另一位業內人士汪先生也表示贊同，“以私信方式告訴消費者，中間是有貓膩的。”

評論區還有網友表示，曾發現部分不良商家盜用朋友的照片和社交平臺頭像，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，實則踩在多條法律紅線上。上海博和漢商（杭州）律師事務所創始合伙人、名譽主任邵斌律師認為，裝修公司用AI技術制作“夫妻”以及“工作人員”圖像用于宣傳，如果現實中真有這些人且未獲授權，就違反肖像權保護相關法律，即便宣傳未直接獲利，也構成侵權，需承擔停止侵權、消除影響、公開賠禮道歉，還需賠償肖像權人肖像許可使用費及精神損害撫慰金等。

同時，邵斌律師還表示，我國廣告法第四條規定，廣告不得含有虛假或者引人誤解的內容，不得欺騙、誤導消費者。若裝修公司用AI合成圖像冒充真實業主形象，暗示是“真實業主好評”“真實完工案例中的業主”，但未如實告知圖像為AI生成，可能違反廣告法的誠實信用原則，可以由市場監管部門責令停止違法行為，消除影響，并處20萬元-100萬元罰款；情節嚴重的，可吊銷營業執照。

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.

來源：中國青年報 潮新聞 錢江晚報

跟著China Daily

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