• Rapid rise of technologies recreating the deceased digitally sparks widespread ethical debate
• Beijing moves to impose strict rules amid growing controversy over “digital human” industry

Artificial intelligence in China is increasingly being used to recreate deceased individuals in digital form, triggering intensifying ethical debate, as Beijing pushes to tighten oversight of what is known as the “digital human” industry.

In a striking case, Zhang Xinyu, a 47-year-old Chinese woman, turned to an AI company to create a digital version of her late father after he died of cancer, allowing her to interact with him online as if he were still alive.

She said the experience brought her an immediate emotional lift and renewed motivation after a period of grief and isolation, though she also noted that some friends warned her against becoming too absorbed in the virtual world, describing it as “illusory comfort” that may hinder acceptance of loss.

Despite the controversy, she insists the emotions tied to the experience are real to her, even if the form is digital.

China is witnessing rapid growth in the “digital humans” industry, with virtual avatars widely used across social media and marketing, and the sector valued at around 4.1 billion yuan (about $600 million) in 2024.

In response, China’s cyberspace regulator has proposed draft rules to govern the sector, including clear disclosure requirements for digital content, bans on creating replicas of individuals without consent, and restrictions on uses that could threaten security, social stability, or harm minors.

The rules also introduce financial penalties for violations, reflecting a broader effort to rein in artificial intelligence applications following a surge in controversial uses, including digital replicas of deceased individuals and impersonations of public figures.

In a related case, widely circulated footage of a woman conversing with a digital version of her deceased son has reignited debate in China over the limits of such technology, especially after the avatar closely mimicked the son’s voice and behavior.

Experts say China continues to follow a “develop first, regulate later” approach, but acts swiftly once risks become clear, particularly in areas involving security, protection of minors, or preventing misuse for fraud and misinformation.