(Yicai) March 4 -- Executives from two of China’s leading home appliance makers have called for tighter regulation of artificial intelligence deepfake technology at this year’s Two Sessions, which kicked off in Beijing today.

To combat fraud enabled by deepfakes, China should quickly bring in labeling rules for AI-generated content, said Li Dongsheng, who chairs TCL Technology Group and is a deputy to the National People's Congress.

More clarity is needed on the penalties for AI service providers that fail to comply, and the responsibilities of platforms and users should also be defined, according to his proposal.

A similar suggestion was put forward by Zhong Zheng, vice president and chief financial officer at Midea Group, who is also an NPC deputy. She pointed out that AI-generated video content is increasingly prevalent online, with deepfake versions of experts and celebrities used to promote products and mislead consumers.

Zhong proposed stricter audits of AI-generated videos and mandatory warning labels to help consumers distinguish between real and AI-generated materials.

Industry’s embrace of AI is picking up pace. TCL generated over CNY500 million (USD68.7 million) in economic benefits from using AI last year, including the smart transformation of supply chains and AI-enhanced product design, Li said.

AI has also boosted the Guangdong-based company’s research and development efficiency, he added.

Midea is now using AI in factories and office scenarios, as well as smart home products. The Foshan-based firm saved nearly four million work hours through using AI in 2024, delivering significant economic value, Zhong noted.

The Two Sessions, namely the NPC and the Chinese People's Political Consultative Conference, meet each March to consider proposals and set the country’s political and economic priorities for the year ahead.

Editor: Tom Litting