The high-immersion AI emotional companion app "Miaoshi" (including AI Adventures) under NetEase Music has recently officially announced the shutdown, stating that all services will be completely terminated starting at 0:00 on July 14.
On June 18, NetEase Music customer service responded that this shutdown is a normal adjustment in the business development, which does not affect the functional experience of other products under the platform. Currently, the platform has stopped new user registration and recharge services. Users can apply for a refund of remaining tokens and membership fees in their accounts before August 14. The data such as AI lover chat records have also been opened for export.
Industry observations indicate that this business adjustment coincides with a period of intense regulation in the AI virtual partner sector. In April this year, the Cyberspace Administration of China and four other departments jointly issued the "Interim Measures for the Management of Artificial Intelligence Personification Interaction Services," cracking down on content involving pornography, violence, and inducing extreme emotions in minors. Previous media tests found that multiple AI virtual partner apps had "minor mode" functions that were virtually non-existent, low-quality content, and compliance loopholes that encouraged consumption. Relevant investigations led to interventions by local cyberspace administration departments, driving an industry-wide campaign to strengthen real-name authentication and age verification.
The withdrawal of "Miaoshi" reflects the deep restructuring taking place in the AI emotional companion sector, shifting from reckless growth to compliance and order. As regulatory red lines are increasingly tightened, how to build a strict compliance firewall while pursuing commercialization and user engagement has become a core issue that all practitioners must face directly.
