Artificial intelligence technology empowers China's e-commerce industry

Tech 2023-10-20 03:10:23 Source: Network

The Massachusetts Institute of Technology Technology Review website recently reported that an increasing number of Chinese brands are using "AI anchors" instead of live streaming celebrities. Artificial intelligence enterprise Xiaobing Company introduces that the company has over 100 customers, and these virtual internet celebrities have created millions of dollars in sales for those customers

The Massachusetts Institute of Technology Technology Review website recently reported that an increasing number of Chinese brands are using "AI anchors" instead of live streaming celebrities. Artificial intelligence enterprise Xiaobing Company introduces that the company has over 100 customers, and these virtual internet celebrities have created millions of dollars in sales for those customers.

The website of French commercial FM television reported that since 2022, many Chinese companies have started launching "virtual internet celebrities". The cost of achieving facial features and almost natural sounds, mouth movements, and hand movements is much lower than that of live streamers.

Currently, there are more and more "AI anchors" appearing in China's e-commerce live streaming rooms. The so-called "AI anchor" refers to a virtual anchor implemented through artificial intelligence technology. Unlike traditional live streamers, "AI anchors" not only allow for independent live streaming, product selection, and expression, but also provide 24-hour uninterrupted live streaming, greatly improving the real-time and reliability of live streaming.

The rise of "AI anchors" is based on multiple factors:

One is technology driven. The emergence of "AI anchors" is due to the increasing development of digital human presentation technology and artificial intelligence technology. The so-called digital human presentation technology mainly includes the construction, action capture, and graphic rendering of digital humans. Create a digital human through modeling software and use motion capture technology to copy real human actions, expressions, etc. onto the digital human, making them highly similar in behavior, actions, and other aspects to real humans. Artificial intelligence technology involves natural language processing, emotion recognition, deep learning, content generation, and more. Natural language processing technology can transform human language into a language form that computers can understand, allowing digital humans to engage in intelligent dialogue and interaction. Emotional recognition technology can enhance the interactivity and affinity of "AI anchors". The development of these technologies is an important support for the rapid application of "AI anchors".

The second is demand driven. At present, the scale of China's live streaming e-commerce market continues to expand. According to data from iMedia Consulting, the total scale of China's live streaming e-commerce industry reached 1435.4 billion yuan in 2022, an increase of 19.5% compared to 2021; It is expected to exceed 2 trillion yuan by 2025. With the rapid growth of live streaming e-commerce scale, competition in the industry is becoming increasingly fierce, and the demand for anchors is also increasing. The "China Online Performance (Live and Short Video) Industry Development Report (2022-2023)" jointly prepared by the China Performance Industry Association and other institutions shows that the talent gap in China's live streaming industry was 8 million in 2021, and it is expected that this number will increase to 19.415 million by 2025. This gap has driven the e-commerce industry to introduce a large number of "AI anchors".

The third is cost driven. Compared to live streamers, "AI anchors" can carry out 24-hour uninterrupted live streaming services with just a few thousand yuan invested, greatly reducing the cost for the brand. In addition, the expression and actions of "AI anchor" are set in advance by the program, with fixed scripts, strong controllability, and stable image, which can effectively avoid unexpected situations that may occur during the live streamer's sales process.

The emergence of "AI anchors" indicates that "artificial intelligence+e-commerce" is becoming a new trend in the development of China's e-commerce industry. Against the backdrop of continuous innovation in information technology, artificial intelligence technology has been widely applied in the e-commerce field, promoting the transformation of the e-commerce industry from the traditional "human driven product" model to the "intelligent recommendation" model.

At present, in addition to "AI anchor" sales, artificial intelligence technology has a large number of other applications in the Chinese e-commerce industry, such as page optimization, supply chain management, intelligent customer service, etc., covering different stages of the e-commerce industry.

Among them, the application of artificial intelligence technology in product demand prediction is particularly noteworthy. The e-commerce industry has a large amount of user data and user behavior data. Artificial intelligence technology has obvious advantages in data analysis. Artificial intelligence technology helps e-commerce enterprises predict customer needs more accurately and provide more targeted and efficient services by analyzing users' personal information, browsing habits, and even ordering time, understanding their preferences and purchasing power.

Artificial intelligence technology injects new vitality into online live streaming, precise customer positioning, and product placement in the e-commerce industry. With the continuous progress of artificial intelligence technology and the continuous expansion of application scenarios, it is believed that artificial intelligence will also play a greater role in the field of e-commerce. From a global perspective, China emphasizes the application of artificial intelligence technology in practical production and life, especially in the fields of speech recognition, natural language processing, and has achieved many results. In the future, China will promote the formation of specialized artificial intelligence technologies and product applications in the e-commerce field, and promote them globally.

(Interviewed and organized by Yan Yu and Wang Yun)

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