One-line summary
On October 24, 2026, the China National Institute of Standardization and Ocean Engine's Trust and Safety team jointly released the AIGC-Era Internet Advertising Governance Bluebook: it says AI-generated ad creatives have entered scaled application and digital human livestreaming is spreading, with China's AI digital human market growing from 1.02 billion yuan in 2021 to 5.24 billion yuan in 2025 at a 52% CAGR (as reported by Securities Times).
Background
The AIGC-Era Internet Advertising Governance Bluebook was released on October 24, 2026. It was jointly compiled by the China National Institute of Standardization and Ocean Engine's Trust and Safety team, and reported by Securities Times e-Company on October 25.
The release comes as AIGC technologies penetrate the internet advertising industry broadly: AI-generated ad creatives are entering scaled application, digital human livestreaming is accelerating, and ad production and delivery workflows are being reshaped by generative AI.
AI-Generated Ad Creatives Enter Scaled Application
The bluebook says the changes brought by AIGC are broadly affecting the internet advertising industry, with AI-generated ad creatives entering scaled application.
- Generative AI is significantly automating creative generation, copywriting and visual design in ad production.
- Falling marginal production costs enable scaled and personalized ad content supply.
- The bluebook lists "scaled application of AI-generated ad creatives" and "digital human livestreaming" as the two structural changes of the AIGC era in advertising.
Digital Human Livestreaming and China's AI Digital Human Market
Market data in the bluebook shows China's AI digital human market grew from 1.02 billion yuan in 2021 to 5.24 billion yuan in 2025, a compound annual growth rate of 52%.
- The market roughly quintupled in four years, with a 52% CAGR.
- Digital human livestreaming is accelerating and has become one of the main commercialization scenarios for AI digital humans.
- The market scope follows the bluebook's stated definition, covering AI digital humans in livestreaming, content and marketing scenarios.
Governance Framework and Regulatory Focus
The bluebook was jointly compiled by the China National Institute of Standardization and Ocean Engine's Trust and Safety team, positioning it as an industry governance reference.
- The participation of the China National Institute of Standardization points to the bluebook's role in standards and governance.
- Ocean Engine's Trust and Safety involvement covers platform-side practices in ad review, trust and safety mechanisms.
- Against the backdrop of scaled AIGC advertising, the bluebook addresses governance topics including authenticity and compliance boundaries of ad content.
Impact on Industry and Brands
- Ad production efficiency: Scaled AI creative application lowers creative production costs, allowing brands to iterate content more frequently.
- Channel structure: The spread of digital human livestreaming changes the staffing model of livestream commerce, expanding stream supply and duration.
- Compliance requirements: Labeling, content authenticity review and responsibility attribution for AIGC ads become shared issues for brands and platforms; the governance bluebook provides a basis for related discussions.
Sources and References
- Securities Times e-Company (Renmin Caixun): Bluebook: Digital Human Livestreaming Accelerates, AI Digital Human Market Reaches 5.24 Billion Yuan (October 25, 2026) link