China has taken a further step in its ongoing effort to govern the development and deployment of AI, with the Cyberspace Administration of China (“<span class="news-text_medium">CAC</span>”), in conjunction with four other government agencies, issuing interim administrative measures targeting AI services that imitate human personalities and communication styles.
The measures represent a notable regulatory intervention in a rapidly evolving area of AI development. AI personality imitation services, which replicate the voice, tone, mannerisms, or communicative style of real or fictional individuals, raise significant concerns relating to identity, consent, misinformation and consumer protection. By introducing dedicated interim measures, the Chinese authorities signal their intent to bring this category of AI service within a structured and accountable regulatory framework.
The interim measures clarify the responsibilities of service providers operating in this space, setting out obligations regarding transparency, user protection and compliance. The involvement of multiple government agencies alongside the CAC suggests a cross-sectoral approach, reflecting the breadth of contexts in which such services may be deployed, from entertainment and social media to customer service and beyond.
The measures form part of China’s broader and increasingly comprehensive approach to AI governance, which has in recent years produced dedicated rules on generative AI, algorithmic recommendations and deepfake technology. Taken together, these initiatives reflect China's determination to regulate AI services proactively, balancing innovation with the protection of individual rights and social stability.
