China’s cyberspace regulator on Saturday released draft rules for public comment that would tighten oversight of artificial intelligence services designed to simulate human personalities and engage users in emotional interaction.

The move highlights Beijing’s effort to guide the fast expansion of consumer-facing AI by strengthening safety, ethical and governance requirements.

The proposed regulations would apply to AI products and services available to the public in China that simulate human personality traits, cognitive patterns and communication styles, and that interact with users emotionally through text, images, audio, video or other formats.