Since 15 July new rules cover anthropomorphic AI services in China. Alibaba, ByteDance and Tencent, whose chatbots serve more than 500 million users, removed companion customization ahead of enforcement.
Starting 15 July, new rules from China's internet regulator and other agencies apply to so-called anthropomorphic AI interactive services. The rules target chatbots that simulate lasting emotional bonds through human-like personality, thought patterns and speech. Alibaba, ByteDance and Tencent, whose general-purpose chatbots serve more than 500 million people, preemptively removed the option to customize bots as personal companions. That triggered a wave of grief posts across Chinese social platforms in July, including from users of ByteDance's Doubao.
The move fits a broader policy shift. After years of growth-focused AI policy, Beijing is tightening controls again, following an earlier ban last autumn on most AI erotic role play. Companies still offering companion apps, such as Doubao's separate Cat Box product, have added age verification and other safeguards to comply with the new rules.
It remains unclear how strictly the rules will be enforced and whether they will also reach international providers active in China. Companies with a Chinese user base face the question of how to redesign engagement strategies without losing users and revenue.
What this means for decision-makers
- Check whether your chatbot products could be classified as anthropomorphic AI interactive services in China.
- Set age verification and usage limits for companion features before regulators intervene.
- Track how competitors such as ByteDance and Alibaba adjust their products to inform your own offerings.
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