China Moves to Rein In Emotional AI With Draft Rules on Human-Like Interaction
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China is taking another decisive step in shaping how artificial intelligence develops within its borders. Over the weekend, Chinese authorities released draft rules designed to tighten oversight of AI services that simulate human personalities and engage users in emotional interaction, an area of technology that has grown rapidly in recent years.
The draft was issued by the Cyberspace Administration of China (CAC) and opened for public comment, following China’s standard legislative process. While the rules are not yet final, they signal clear regulatory intent: emotionally responsive and human-like AI will be subject to closer scrutiny, especially where it may influence users’ behavior, emotions, or values.
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| China drafts rules to regulate AI services for emotional interaction |
Why Emotional AI Is Under the Spotlight
Unlike traditional AI tools that focus on efficiency or information delivery, emotional interaction AI is built to form relationships. These systems can hold long conversations, express empathy, and adapt their “personality” to individual users. Some are marketed as virtual friends, companions, or even romantic partners.
Chinese regulators have become increasingly concerned that such systems can blur the boundary between humans and machines. Officials worry that users may develop emotional dependence, be misled about the nature of AI-generated identities, or be exposed to harmful or inappropriate content wrapped in emotionally persuasive language.
These concerns are especially pronounced for minors. Emotional AI products are often highly engaging, making them difficult to regulate through existing content or gaming rules alone.
What the Draft Rules Aim to Do
According to the CAC, the draft rules are intended to “guide the healthy and orderly development” of AI services that simulate human traits. While the full regulatory text is still under consultation, several core principles stand out.
Clear Identification of AI
Service providers would be required to ensure users know they are interacting with artificial systems, not real people. This is meant to prevent deception and reduce the risk of emotional manipulation.
Limits on Human Personality Simulation
The rules seek to curb excessive imitation of real individuals or highly realistic human personas. AI systems should not present themselves as independent beings with emotions, consciousness, or moral judgment equivalent to humans.
Stronger Content Governance
Emotional AI services must comply with China’s broader content rules, including restrictions related to public morality, misinformation, and social stability. Providers are expected to actively manage risks arising from AI-generated dialogue.
Protection of Minors
Special safeguards would apply to users under 18. These may include limits on usage time, restrictions on sensitive topics, and design requirements to prevent emotional reliance or psychological harm.
Corporate Responsibility
Companies would be held accountable for how their AI systems behave. This includes training data management, algorithm oversight, complaint handling, and rapid correction of problematic outputs.
Importantly, the draft does not propose an outright ban on emotional AI. Instead, it seeks to define acceptable boundaries for design and deployment.
Impact on China’s Tech Industry
The proposed rules could have significant implications for companies developing AI chatbots, virtual companions, and conversational agents. Startups that rely on highly immersive emotional engagement may need to adjust product features, tone, and marketing strategies.
Larger technology firms, many of which already operate under China’s existing AI and algorithm regulations, may find compliance easier but still costly. Requirements around transparency, monitoring, and risk control could increase operational overhead.
At the same time, clearer regulation may reduce uncertainty. For companies willing to align with policy goals, the rules could provide a stable framework for long-term development and investment.
Part of a Broader Regulatory Pattern
The emotional AI draft fits into China’s broader push to regulate advanced digital technologies. In recent years, authorities have introduced targeted rules covering recommendation algorithms, deepfake content, and generative AI systems.
Rather than relying on broad, abstract legislation, China has opted for sector-specific rules that address concrete use cases and social risks. Emotional interaction AI is now being treated as a distinct category, reflecting its unique influence on users’ psychology and behavior.
Globally, this approach sets China apart. While other jurisdictions are still debating how to define and regulate emotional or companion AI, China has moved directly to drafting enforceable standards.
What Happens Next
The public consultation period allows companies, researchers, and legal experts to submit feedback. Regulators may revise the text before releasing a final version and setting an implementation timeline.
Once adopted, enforcement is expected to focus first on large platforms and widely used applications. Smaller developers may be given transition periods, but all providers operating in China would ultimately need to comply.
As AI systems become more human-like, China’s latest draft underscores a growing reality: emotional intelligence in machines is no longer just a technical challenge, but a regulatory and social one as well.
FAQs
What is emotional interaction AI?
AI systems designed to simulate emotions, personalities, or relationships through conversation and adaptive behavior.
Does the draft ban AI companions or chatbots?
No. It regulates how they are designed and used rather than prohibiting them.
Why is China concerned about these technologies?
Authorities cite risks such as emotional dependence, user manipulation, and harm to minors.
Are the rules final?
No. They are currently in draft form and open for public comment.
Who will be affected?
Any company offering emotionally interactive AI services to users in China.
