Abstract
The purpose of this research is to explore the role of Deepfake technology in China's cross-border fashion e-commerce platforms, public perception, and ethical challenges emerge from its implementation. This study employs Netnography to analyse discussions from Reddit, Rednote, and LinkedIn, examining the perspectives of consumers and industry professionals regarding AI-driven visual content for e-business. Findings reveal varying attitudes shaped by cultural, economic, and ethical factors. Chinese e-commerce retailers prioritise efficiency and aesthetics, global consumers and professionals express concerns over transparency, labour displacement, and regulatory oversight. The research highlights the legal gaps that enable Deepfake technology to avoid traditional copyright restrictions, allowing businesses to market the same product differently across regions without limitation. However, as AI-generated content becomes more widespread, questions regarding consumer trust, authenticity, and fair AI regulation become increasingly critical. The findings suggest that as AI Deepfake grows in fashion retail, regulatory intervention and clearer disclosure policies may be necessary. This study contributes to the discussion on the ethics of AI in digital retail and highlights the need for further research on consumer acceptance, cross-cultural marketing strategies, and the long-term implications of synthetic identities in e-commerce.