Two of China’s largest tech companies just pulled the plug on their AI companion features. ByteDance’s Doubao and Alibaba’s Qwen (Tongyi Qianwen) apps began disabling custom AI agent features between July 10 and July 15, choosing to preemptively comply with new regulations rather than risk running afoul of Beijing.
The rules in question, China’s “Interim Measures for the Administration of AI Anthropomorphic Interactive Services,” officially took effect on July 15, 2026. They represent the first national regulatory framework specifically targeting AI services that simulate human characteristics and emotional interactions.
What the new rules actually require
The regulations were established by the Cyberspace Administration of China, the National Development and Reform Commission, and several ministries. At their core, they mandate that AI interactions must be clearly disclosed to users. The rules also include anti-addiction mechanisms like usage notifications, targeting the potential for users to develop emotional over-reliance on AI companions.
The interim measures were issued in April 2026, following extensive drafts circulated in late 2025 and early 2026.
