China Moves to Regulate Growing AI Digital Humans

After losing her father to cancer, Zhang Xinyu turned to technology for comfort by creating an AI-powered avatar that closely resembles him in both voice and appearance. This innovation reflects a rapidly expanding “digital human” sector in China, which authorities are now aiming to regulate more strictly.

AI-generated human-like figures have become increasingly common across Chinese social media platforms, where their lifelike expressions and fluid movements are often used in advertising and product promotions. In response, China’s cyberspace regulator recently released draft guidelines to oversee how such avatars are produced and used. These rules are intended to prevent misuse, including harm to minors, threats to social order, or recreating individuals without permission.

Zhang, now 47, sought out the company Super Brain during a period of deep grief and loneliness following her father’s passing. Through the avatar, she can still “talk” with him online—an experience she says instantly lifts her spirits and restores her motivation. While some of her friends worry that relying on this virtual connection may prevent her from fully moving forward, Zhang believes the emotional value is genuine, even if the interaction itself is artificial.

China’s Brain-Computer Interface Industry Enters a Phase of Diverging Development Paths

China’s state media previously estimated the digital human industry reached 4.1 billion yuan in 2024, marking rapid growth. Experts note that China often allows new technologies to develop first before gradually introducing regulations to refine their use.

The proposed rules require clear labeling of AI-generated human content and strictly forbid using personal data to create realistic digital replicas without consent. Super Brain’s founder, Zhang Zewei, supports regulation, saying it helps balance innovation with accountability. His company focuses on building avatars of deceased individuals for grieving families.

A recent viral case involved an elderly woman unknowingly interacting with an AI version of her late son, believing she was speaking to him directly. The emotional video sparked widespread debate about the ethical boundaries of such technology. While the company described it as a compassionate act, critics raised concerns about deception and potential misuse.

The new regulations also emphasize penalties for violations and aim to safeguard national security and social stability. Additionally, they include protections for minors, banning AI services that encourage unhealthy emotional dependence or inappropriate virtual relationships. Analysts say China is striving to accelerate AI adoption while maintaining firm oversight to manage emerging risks.