China is moving to rein in “human‑like” AI companions, introducing new rules for what regulators call “personification interaction services” – systems that mimic human personalities and offer ongoing emotional interaction. In response, ByteDance’s Doubao and Alibaba’s Qwen have told users they will disable custom AI agents that act as friends, tutors or role‑playing characters, with features due to switch off in mid‑July and associated data later removed from their apps.
The government’s concern is that always‑on AI companions can foster unhealthy emotional dependence, expose sensitive personal information and affect the physical and mental health of minors. Under the new rules, providers must clearly tell users they are interacting with AI, display warnings if use looks excessive, remind users about time spent after two continuous hours, and stop services promptly if asked. Intimate “virtual relative” or “virtual partner” services are banned for under‑18s. Rather than prohibiting emotional AI outright, China is drawing a hard regulatory line around the most immersive, relationship‑like uses, a move global platforms offering similar experiences will be watching closely.
