摘要： 生成式引擎优化据其行为模式可归纳为信源优化型、长尾覆盖型、声誉控制型、模型干预型等四类,相较搜索引擎优化提出了新的规制需求。结合经济法原理和生成式引擎优化实践,可总结出真实性、透明性、正当性、合比例性四项合法性评价标准,继而结合不同生成式引擎优化类型予以分别判断。通过对经济法不实宣传规范群、广告标识义务规范群、互联网不正当竞争条款、反不正当竞争法一般条款等相关规范的解释适用,可构建起生成式引擎优化的规制体系。推进执法机构、司法部门、人工智能服务提供者、消费者等多元主体之间的协作配合将进一步夯实规制效果。

关键词: 生成式引擎优化, 人工智能, 经济法, 反不正当竞争法, 广告法

Abstract: Generative Engine Optimization (GEO) is typologized into four modalities based on patterns: source-based, long-tail, reputation-control, and model-intervention, necessitating a regulatory paradigm shift from traditional SEO.In light of economic law principles and GEO practices, this paper establishes four criteria for legality assessment-authenticity, transparency, legitimacy, and proportionality-to be applied distinctively according to GEO types.A robust regulatory framework can be constructed through the interpretive application of legal norms, such as deceptive publicity regulations, disclosure mandates for advertising, and both specific and general clauses of unfair competition law.The regulatory outcomes will be further enhanced through the collaborative governance of enforcement bodies, the judiciary, AI service providers, and consumers.

Key words: Generative Engine Optimization, Economic Law, Artificial Intelligence, Anti-Unfair Competition Law, Advertising Law