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NetEase's AI Companion App Miaoshi to Shut Down Amid Industry Shakeup

NetEase Pulls Plug on AI Companion App

In a move that reflects broader industry shifts, NetEase Cloud Music announced the impending shutdown of its AI companion platform Miaoshi (including AI Adventures). All services will terminate at midnight on July 14, leaving users just weeks to preserve their digital relationships.

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What Users Need to Know:

  • New registrations and in-app purchases are already disabled
  • Refund requests for unused tokens and memberships accepted through August 14
  • Chat histories with AI companions available for export

"This is a normal business adjustment that won't impact other NetEase Music services," a company representative stated June 18. But industry watchers see deeper significance in the timing.

Regulatory Winds Reshape Virtual Companionship

The closure coincides with China's intensified scrutiny of AI companion apps. In April, the Cyberspace Administration rolled out new personified AI service rules targeting:

  • Inappropriate content (pornography/violence)
  • Emotional manipulation of minors
  • Predatory monetization practices

Independent tests revealed glaring gaps in child protection measures across multiple apps. Many so-called "minor modes" proved ineffective, while aggressive monetization frequently bypassed age verification. Several platforms have already faced regulatory action, prompting industry-wide compliance upgrades.

Why This Matters: Miaoshi's shutdown illustrates the painful transition facing AI companion developers. The sector's early "wild west" growth phase has collided with regulatory reality. Companies must now balance emotional engagement with rigorous content controls - a challenge that's reshaping business models overnight.

Key Points

  • Deadline approaching: Miaoshi services end July 14; data exports and refunds available until August 14
  • Industry shift: China's AI companion market moving from rapid expansion to compliance-focused operations
  • User impact: Emotional AI services becoming more restricted as platforms implement stricter age gates and content filters
  • Future outlook: Expect more consolidation as smaller players struggle with compliance costs while major platforms adapt their offerings