Introduction – new directions in regulation
The Chinese government has taken another decisive step towards regulating the technology sector, this time focusing its attention on the artificial intelligence industry. According to the new Interim Measures officially coming into force on July 15, 2026, a total ban on creating personalized AI companions intended for minors is introduced in the country. This decision fundamentally changes the market landscape for technology giants such as ByteDance and Alibaba, which have already begun actively integrating virtual partner and emotional support functions into their flagship products, Doubao and Qwen, respectively. The new rules aim not only to protect the mental health of young people but also to prevent the formation of strong emotional dependence on chatbots, which, according to the authorities, poses a threat to social development.
Details of the ban – what exactly is restricted
The regulator’s (CAC – Cyberspace Administration of China) key goal is to eliminate the risk of emotional replacement and manipulation that highly developed language models can exert. The new rules establish clear boundaries for any anthropomorphic interaction. The main aspects of the ban for users under 18 include:
- Personalized virtual partners (AI boyfriends/girlfriends).
- Specialized bots for emotional support.
- AI role-playing games simulating deep personal relationships.
- The use of human-mimicking avatars for AI agents.
Platforms that continue to offer similar functions to adult audiences will also have to adapt. For adult users, strict limits on continuous interaction time with AI agents and mandatory measures to prevent excessive attachment will be introduced. Operators are required to implement age verification systems analogous to those used in online gaming to ensure compliance with the rules.
Response from ByteDance and Alibaba – winding down projects
For China’s leading IT companies, these rules became a significant challenge. ByteDance, the developer of Doubao, one of the country’s most popular AI apps, has already begun liquidating role-playing and emotional companion functions that used elements of anthropomorphization. Alibaba is also forced to review its Qwen model development strategy, as the new restrictions make it impossible to launch planned virtual assistant services that mimic human behavior. Companies risk not only losing part of their audience but also facing massive fines in case of non-compliance with the new standards. The PRC authorities make it clear that AI development must occur within controlled frameworks, where social stability and the protection of youth take precedence over commercial success. This may slow down innovation in conversational AI, as companies will be forced to avoid any functions that could be interpreted as ‘excessively human’.
Expert analysis and global context
Market experts, including analysts at Baker Botts, note that China is trying to get ahead of potential social problems related to AI. Unlike Western countries, where regulation focuses more on data privacy and copyright, the PRC pays attention to the ethical and psychological aspects of human-machine interaction. Below is a comparison of AI regulation approaches.
Impact on the industry and long-term consequences
The ban on AI companions in China will have far-reaching consequences not only for the local market but also for the entire global industry. ByteDance and Alibaba will be forced to redirect resources from developing anthropomorphic functions to creating more utilitarian and service-oriented AI agents. This may lead to a paradigm shift in conversational AI development, where the focus will move from emotional interaction to functionality and productivity. At the same time, this may stimulate the development of new technologies for age verification and control over AI-generated content. Other countries may closely monitor the results of implementing these rules in China and use this experience to shape their own AI regulation strategies.
Perspectives and conclusions
The Chinese government’s decision to ban AI companions for minors reflects a general trend towards tightening control over the technology sector. It aims to protect social values and prevent potential risks associated with AI development. This decision creates new challenges for technology giants but may also stimulate the development of more responsible and safe AI technologies.
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