AI-Enabled Trust Reconstructionin Live Streaming 
E-commerce: Changes, Challenges and Collaborative Paths

Daozhi Chen; Shiyao Li*; Zhaojun Shao

doi:10.70711/frim.v4i3.8755

AI-Enabled Trust Reconstructionin Live Streaming E-commerce: Changes, Challenges and Collaborative Paths

Daozhi Chen, Shiyao Li*, Zhaojun Shao

Abstract

The integration of AI into live-streaming e-commerce is reshaping the industry's trust foundation. While applications like digital humans and smart traceability bring efficiency, they also introduce new challenges such as identity confusion and accountability gaps. Centering
on "trust" as the core, this paper analyzes the shift from interpersonal to technology-and-system-based trust models in the AI era. It examines
the dual impact of AIcreating value and posing risksand explores multiparty collaborative pathways for trust reconstruction involving enterprises, regulators, and consumers. The study argues that AI itself is not the root of trust crises; rather, the solution lies in building an ecosystem of "ethical technology, effective governance, and rational consumption, " where innovation and trust reinforce each other for sustainable
industry growth.

Keywords

AI Technology; Live-Streaming E-commerce; Trust Reconstruction; Governance; Technology for Good

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DOI: http://dx.doi.org/10.70711/frim.v4i3.8755

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