生成式引擎优化技术创新应用的法治化规范理路.
Generative engine optimization (GEO) uses generative artificial intelligence to reconfigure the logic of information distribution and to prioritize particular information in generated outputs, thereby constituting an iterative development of traditional search engine optimization in the age of artif...
| Publicado en: | Journal of Hangzhou Normal University (Social Sciences Edition) / Hang Zhou Shi Fan Da Xue Xue Bao She Hui Ke Xue Ban Vol. 48; no. 1; pp. 91 - 102 |
|---|---|
| Autores principales: | , |
| Formato: | Artículo |
| Publicado: |
Editorial Office of Journal of Hangzhou Normal University (Humanities & Social Sciences Edition)
Jan2026
|
| Acceso en línea: | Ver este registro en EBSCOhost |
| Sumario: | Generative engine optimization (GEO) uses generative artificial intelligence to reconfigure the logic of information distribution and to prioritize particular information in generated outputs, thereby constituting an iterative development of traditional search engine optimization in the age of artificial intelligence. Although GEO contributes to the transformation of digital marketing paradigms and the protection of content creators' lawful interests, it also creates legal risks including data pollution, malicious manipulation, and disinformation. Such risks arise from the increasingly indistinct boundary between compliant optimization and abusive conduct, the intricate allocation of responsibilities among multiple actors, an insufficient regulatory basis, and lagging regulatory effectiveness. GEO therefore poses substantial challenges to market competition order, consumer protection, the public information ecosystem, and existing regulatory approaches. A rule-of-law response should be built on trustworthiness and controllability, structured around a tiered allocation of responsibilities across the model, data, and conduct layers, and sup-ported by an agile and intelligent regulatory framework integrating legal governance with technological tools. The innovative ap-plication of GEO should be advanced and regulated under the rule of law, with technological excellence and societal well-being as its ultimate objectives. 生成式引擎优化依托生成式人工智能技术重构信息分发逻辑, 可以在生成结果中优先显现特定信息, 成为传统搜索引擎优化在人工智能时代的迭代形态。生成式引擎优化在推动数字营销业态升级、保障内容创作者权益的同时, 也因合规优化与恶意滥用行为的边界模糊、多方主体责任划分复杂、监管依据不明与监管效能滞后, 引发了数据污染、恶意操控、虚假信息等法律风险, 对市场竞争秩序、消费者合法权益、公共信息生态, 以及现有规制方法形成挑战。生成式引擎优化技术的创新应用应树立以可信、可控为导向的法治化规范理念, 搭建模型层、数据层与行为层分层定责的责任规范体系, 健全法治与技术融合的敏捷型、智慧型监管框架, 规范和促进生成式引擎优化在法治框架下"向上向善"发展。 |
|---|