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  学者看法

  AI生成内容为什么要强制标识

  人工智能的迅猛发展正在重塑人类社会的生产和生活方式。它能够进行逻辑推理并生成高质量的文本、图像和视频,甚至能为人类提供很好的决策建议,为人类的生活与工作带来诸多便利。但是,与其相伴而生的还有虚假信息、错误信息、权益侵害等一系列显性与潜在的风险。它既会误导广大普通用户,也会严重污染信息生态和网络舆论场。为防范该颠覆性技术所导致的信息风险,推动AI健康发展,智能服务提供者应当承担内容标识的义务。这既是社会各界的期望所在,也是许多国家在技术发展与公共利益之间所作的价值权衡。

  义务论:内容标识源于对特定危险的防范

  在义务论层面,智能服务提供者负有内容标识的义务,源于对特定危险的控制与防范。智能服务提供者作为技术开发与部署的核心主体,其算法设计和数据训练直接决定了生成内容的性质与潜在社会影响。根据危险控制论,作为危险的开创者和控制者,应当对可能发生的危险后果采取必要措施并承担相应的责任。在现代网络空间,智能服务提供者通过向广大用户提供大语言模型的交互服务,让互联网与智能算法实现了深度融合,开启了一种全新的信息服务与交流活动。借由该类服务与实践活动,智能服务提供者和相关平台的运营者可以从该活动中获利。作为这种特定、抽象危险的开启者,智能服务提供者在提供相关服务的过程中理应根据实际情况采取必要措施,以保护广大用户的相关权益免受侵害。

  同时,智能服务提供者作为智能系统的实际控制者,通过数据训练、模型优化、参数设置等环节深度介入内容生成过程,实质上掌握着技术权力的“阀门”,发挥着现代社会信息生产和筛选的“把关人”角色。它直接决定着向用户提供怎样的信息,并影响着用户的信息接收、思考和决策方式。相较普通用户,智能服务提供者拥有强大的专业知识与能力,能够预见可能发生的危险和损害,有能力采取必要的技术措施防止损害的发生或减轻损害。《人工智能生成合成内容标识办法》要求AI服务提供者对生成内容添加标识,本质上是将技术风险转化为可追溯的法律责任,重点解决“哪些是生成的”“谁生成的”以及“从哪里生成的”的问题。这种设定将技术黑箱转化为可追溯的责任链条,不仅是对个体侵权行为的预防,更是对技术异化风险的系统性遏制,体现了技术权力与责任相匹配的正义原则。

  功利论:内容标识能够促进社会福祉的最大化

  在现代社会,人类并不缺乏规制技术发展的手段,缺少的是能够促进社会福祉的治理手段。换言之,在规制技术的同时,需要做到既不影响技术的创新发展,又不损害国家、社会和他人的合法权益。对AI进行治理,要求其履行内容标识义务,目的即是为了实现社会福祉的最大化。同时,人工智能的广泛应用还可能导致个人利益和社会公共利益之间的冲突,为实现最大多数人的最大幸福,就应当平衡该利益冲突。在这种情况下,国家既应维护公共利益,又需保护个人权益,对技术所施加的限制尽可能地保持在最低限度,以不妨害个体最大限度地追求幸福。

  在人工智能全面介入信息生产的背景下,未标识的AI内容不仅可能消解真实与虚构的边界,削弱公共讨论的理性基础,而且会导致责任主体的模糊,加剧法律追责与权利救济的困难。现行制度通过强制内容标识,在技术效率与风险防控之间建立平衡机制。从成本收益分析看,标识义务的履行并不会给企业增加实质性负担,其成本远远低于提供智能服务所带来的社会收益。对智能服务提供者而言,标识系统能够增强产品可信度,可避免因内容失实导致的声誉损失和法律处罚。对于智能服务使用者而言,明确标识既能规避欺诈指控,也有助于建立负责任的技术使用形象。此外,内容标识制度更深层的效用在于,它能唤醒民众的媒介素养意识,为公众提供信息认知的识别工具。当人们明确知晓内容的AI属性时,会本能地启动批判性思维和解码,从而有助于抑制虚假信息的传播效能。这种集体认知免疫力的提升,正是功利主义追求的社会福祉最大化的体现。

  德性论:内容标识是诚实信用美德的体现

  在人工智能深度介入信息生产的时代,智能服务提供者对人工智能生成内容进行标识,是诚实信用美德的体现。与要求防范风险的义务论和追求保护公共利益的目的论不同,美德论倡导智能服务提供者对内容进行标识,其本质上是通过制度设计引导企业培育诚实、责任、审慎的德性。《人工智能生成合成内容标识办法》要求服务提供者对AI生成内容添加标识,即是将诚实、善良等品质作为美德进行倡导,特别是在生成合成内容中添加数字水印等形式的隐式标识,只是鼓励企业自觉标识,而非强制规定。这一要求并非简单的合规操作,而是意图通过实践持续塑造企业的道德行为。

  内容标识,特别是对数据来源标注的要求,促使企业以美德标准自我约束,避免利用技术优势掩盖内容生成过程,从而维护信息生态的真实性与可信赖性。作为信息传播的重要主体,智能服务提供者生成的内容若缺乏标识,本质上是对信息真实性的遮蔽,违背了诚实信用的美德。企业在对合成内容进行标识时,需根据不同场景(如新闻报道、艺术创作)灵活选择标识方式,既需遵守法律规范,又得兼顾用户体验与商业伦理。现行制度允许服务提供者在不影响内容消费的前提下采用隐式标识,这要求企业在技术实现中平衡透明度与实用性,体现了实践智慧的中道精神。

  【作者系中国人民大学新闻学院教授。本文系教育部人文社科研究规划基金项目“生成式人工智能的传播侵权问题研究”(24YJA860012)阶段性成果】

  卢家银来源:中国青年报

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