In the ever-evolving landscape of social media and content creation, Douyin, the popular Chinese short-video platform, has become a breeding ground for innovation and creativity. One of the latest trends on Douyin is the use of digital humans, also known as virtual influencers, to engage with users and create content. However, as this trend gains momentum, it brings to the forefront a set of complex challenges that Douyin, its users, and content creators must navigate. This essay delves into the issues surrounding the use of digital humans on Douyin and explores the regulatory steps that Douyin has taken to address these concerns.
Issues with Using Digital Humans on Douyin
- Recorded Broadcasts: One of the prominent issues associated with digital humans on Douyin is the prevalence of recorded broadcasts. Digital human creators often employ pre-recorded content, which contradicts Douyin’s rules and regulations. This practice not only diminishes the authenticity of the platform but also risks the suspension of accounts.
- Lack of Real-time Interaction: Douyin thrives on real-time engagement and interaction between creators and their audiences. Many digital human clones struggle to provide this level of genuine engagement, impacting the overall user experience. The absence of authentic interactions could deter users from engaging with digital humans on the platform.
- Quality Concerns: Digital human clones are not immune to technical glitches and quality issues. These issues may manifest as mismatched mouth shapes, audio and video synchronization problems, or unnatural character movements. Such discrepancies can make the content appear artificial and less appealing to users.
- Real-Name Registration Challenges: Douyin requires virtual humans to register their accounts with their real names. However, the registration process can be cumbersome, particularly for small and medium-sized enterprises (SMEs) and individual content creators. This hurdle impedes accessibility and discourages potential users from fully embracing the digital human trend.
- Content Risk Control: Douyin, like other platforms, faces challenges related to content risk control in the context of digital humans. Distinguishing between AI-generated content and real human content can be difficult, and highly realistic digital humans may inadvertently infringe on copyright or intellectual property rights.
Regulatory Steps Taken by Douyin
In response to the aforementioned challenges, Douyin has implemented a series of regulatory steps to maintain control over the use of digital humans on its platform:
- Real-Time Interaction Requirement: Douyin now mandates that digital human live broadcasts must involve real-time interaction driven by actual people. Completely AI-driven interactions are prohibited, ensuring that users receive a more authentic experience.
- Real-Name Registration: To enhance transparency and facilitate accountability, Douyin requires virtual humans to register their accounts with their real names on the platform. This step aims to weed out inauthentic or misused accounts.
- Industry Initiatives: Douyin has taken a proactive stance by releasing the “Douyin’s Platform Specifications and Industry Initiatives on Artificial Intelligence Generated Content.” This document sets forth standards and regulations to govern the use of digital humans on its platform, promoting transparency and ethical content creation.
- Strict Content Supervision: Douyin has stepped up its content supervision efforts to ensure that digital human content aligns with its quality and user experience standards. This heightened scrutiny helps maintain a higher level of content integrity.
- Platform-Specific Regulations: While Douyin has adopted a stringent approach due to its emphasis on user experience and business transformation, other social media platforms may choose to regulate digital human content differently, reflecting their own unique priorities and values.
The use of digital humans on Douyin has ushered in a new era of content creation and user engagement. However, this innovative trend also presents a set of complex issues that must be addressed to ensure a positive user experience and maintain content integrity. Douyin’s regulatory steps, including real-time interaction requirements and real-name registration, seek to strike a balance between embracing innovation and preserving the authenticity of the platform. As the digital human trend continues to evolve, it is crucial for Douyin and its users to remain vigilant in navigating these challenges while fostering creativity and engagement on the platform.