China has introduced new regulations restricting AI-powered companion bots, prompting emotional farewells from users as major technology companies suspended virtual boyfriend and girlfriend features to comply with the new rules.
The regulations, which took effect on Wednesday, are designed to reduce the risk of users developing unhealthy emotional attachments to artificial intelligence. The rules state that AI services must not “excessively cater to users, induce emotional dependence or addiction, or damage users’ real interpersonal relationships.”
In response, leading Chinese AI developers, including ByteDance’s Doubao, Alibaba’s Qwen, and Tencent’s Yuanbao, announced they would suspend their custom AI companion and virtual relationship features before the deadline.
The decision triggered an emotional reaction across Chinese social media, where users shared screenshots of their final conversations, archived chat histories, and expressed sadness over losing their AI companions.
One Doubao user wrote that their AI partner had become a “spiritual pillar” in life, while another said the virtual companion felt “like family and a lover,” describing the shutdown as emotionally devastating.
The new rules were jointly issued by five government agencies, including the Cyberspace Administration of China (CAC), and apply to AI systems capable of sustained emotional interaction through text, voice, video or other formats. However, AI tools used for customer service, education, workplace assistance and other non-emotional functions are exempt.
The regulations also prohibit AI systems from generating content that threatens national security or encourages subversion, while banning the provision of AI romantic companions to minors.
In addition, AI platforms must implement systems capable of identifying users experiencing emotional distress and establish crisis intervention mechanisms where necessary.
China has become the first major country to introduce dedicated regulations governing AI companions that simulate romantic or family relationships. The move comes as AI companion services continue to gain popularity worldwide.
According to Chinese state media, the country’s digital human industry was valued at approximately ¥4.1 billion (around $600 million) in 2024 after recording annual growth of 85%.
