生成式人工智能算法的法律风险及其规范化防控

Legal Risks of the Generative Artificial Intelligence Algorithm and their Standardized Prevention and Control

生成式人工智能为代表的新型科技的发展,迅速席卷了数字社会的每个角落,在数字营销新业态中数据和算法的深度融合深刻改变了传统营销模式。但生成式人工智能算法权力的逐渐失控却导致了消费者法律主体地位异化、个性化推荐算法歧视异化、算法黑箱形成信息茧房异化等一系列法律风险。这些算法法律风险使得在数字营销新业态中算法信任逐步丧失。只有重构算法信任和建构算法问责机制才能化解算法危机和算法风险,从外部的责任归属上建构算法规范的治理信任,从内部的契约诚信建构算法规范的合约信任,从底层技术设计上建构算法规范的技术信任。在重构算法信任和算法问责的基础之上规制算法,重塑法律层面的主体—行为—责任链条,赋予消费者数据访问权平衡数据流通和保护,通过区块链技术从技术层面治理算法,以此实现数字营销新业态中生成式人工智能算法风险的法治化防控。

The development of new technology represented by generative artificial intelligence has rapidly swept every corner of the digital society.The deep integration of data and algorithms in the new format of digital marketing has profoundly changed the traditional marketing model.However,the gradual loss of control of the power of generative artificial intelligence algorithms leads to a series of legal risks such as the alienation of the consumers'legal status as the subject,the discrimination of personalized recommendation algorithms,and the alienation of information cocoons formed by algorithmic black boxes.These algorithmic legal risks make the algorithmic trust gradually lost in the new format of digital marketing.Only by reconstructing algorithmic trust and algorithmic accountability can algorithmic crises and algorithm risks be resolved,the governance trust of algorithmic specification be constructed from external responsibility attribution,the contract trust of algorithmic specification be constructed from internal contract integrity,and the technical trust of algorithmic specification be constructed from the underlying technical design.On the basis of reconstructing the algorithmic trust and accountability,the algorithm is regulated,the subject-behavior-responsibility chain at the legal level is reshaped,the consumer's right to data access is given to balance the data circulation and protection,and the algorithm is governed at the technical level through blockchain technology so as to realize the legal prevention and control of the risks of the generative artificial intelligence algorithm in the new digital marketing format.