All digital people are live streaming, and the company is empty in the early morning. Virtual | merchants | companies

Release time:Apr 13, 2024 22:08 PM

The 200 square meter company was empty in the early morning, with rows of computers and mobile phones displayed, all of which were digital people live streaming, as if an AI carnival without humans

Another year of "618" has arrived, and with the chat robot ChatGPT becoming popular worldwide, virtual anchors have also entered the public eye. According to a reporter from Pengpai News, virtual anchors have been widely used in some live streaming bases, and the images described above have become a reality.

According to data from iMedia Consulting, the total scale of China's live streaming e-commerce industry reached 1201.2 billion yuan in 2021, and it is expected to reach 2137.3 billion yuan by 2025. According to the China Academy of Commerce and Industry Research, the overall market size of digital virtual humans in China is expected to exceed 270 billion yuan by 2030, with identity based digital humans accounting for approximately 174.7 billion yuan, accounting for 65%; Service oriented digital talents account for approximately 95.5 billion yuan, accounting for 35%, and have broad market development potential.

How effective is the sales promotion of virtual anchors served by "digital people"? Will the live broadcast room be rewritten by AI?

How was the sales performance?

Merchants have different opinions and mostly adopt a wait-and-see attitude

"After the virtual anchor was launched, the transaction conversion rate was 1.93 times higher than that of real people, and the average daily GMV increased by 7.5 times compared to real people. After one month of cooperation, we cancelled live streaming with real people," the person in charge of Guotai Liquor, a liquor merchant, told Pengpai News.

The person in charge revealed that the most direct advantage of virtual anchors is the ability to reduce live streaming costs, as human anchors often require systematic training and a large amount of resources to incubate. At the same time, it also solves the problem of venue and scene, providing different styles of live streaming rooms through online simulation without the need to build physical live streaming scenes. In terms of time, virtual anchors can also achieve uninterrupted operation 24 hours a day, which is something that human anchors cannot achieve.

The person in charge of another industrial product merchant, Delta, stated that since using digital live streaming in January this year, the transaction volume of live streaming has increased by 99 times, and the conversion rate of transactions has reached 11%, which is 31 times that of real people, with a very significant increase in effect. Previously, when the company used live streamers, the number of viewers and GMV were lower than expected due to industrial products not being a popular live streaming category and not equipped with professional live streaming appearance and operation personnel.

Although virtual anchors have a significant effect on some businesses, some industry insiders have bluntly stated that the current conversion rate of virtual anchors is not high, and their ability to promote goods is far inferior to that of live anchors.

"The current virtual anchor with goods is very rough, and the script is also very simple. Pupils can't stand it," said a person in charge of Tiktok Head Studio.

He introduced that as live streaming sales are an industry that requires endorsement from anchors, it is difficult for virtual anchors to attract humans to place orders unless the products they sell have a particularly attractive price. "For example, a mobile phone that was originally sold for 6000 yuan is now sold directly for 5000 yuan, with a price reduction of 1000 yuan, in order for someone to place an order. However, this does not come from the attractiveness of anchors, and is no different from shelf e-commerce."

Another head beauty brand executive told Paper that currently, digital avatars are not widely used in store broadcasts and are mainly used between 11pm and 12pm. They are not used for important holiday promotions and prime time.

"The main reason for using digital humans at present is still because the cost of live streaming is too high." The person in charge revealed that the cost of live streaming with digital humans has shown a significant downward trend in recent years, from a few thousand yuan per hour to a few hundred yuan, and the overall cost is much lower than that of live streaming. Therefore, live streaming during periods with fewer audience members is beneficial to make up for the disadvantage of live streaming being difficult for live streamers to continuously broadcast 24 hours a day.

A reporter from Pengpai News found that currently, customizing an AI digital human anchor requires a minimum monthly cost of only a few hundred yuan, and users can freely choose their image. It has been applied in the live broadcast rooms of many brand merchants, and its functions are mainly used as a supplement to live streamers. However, for further development, most merchants and live streaming companies adopt a wait-and-see attitude.

Still in the early stages of development

Maturity or 5 to 10 years required

"It takes at least 5 to 10 years for a digital human anchor to develop and mature." The person in charge of the live streaming company "Make Friends" told Pengpai News reporters that first of all, they need to have the ability to create content, interact and communicate with the audience. Secondly, in terms of drawing pixels and algorithms, high requirements are also required, and a mature industrial environment is needed as a foundation.

"Since the beginning of this year, both ChatGPT and virtual human technology have become increasingly mature, and Li Jiaqi has also felt the advantages of virtual anchors in data analysis, including the ability to switch display scenes at any time." Speaking of his feelings about virtual anchors, a person in charge of a leading live streaming company, Meiwrist, told reporters that the interaction between live anchors and users is more emotional and personalized, which virtual anchors cannot replace.

The rapid development of large models has also brought new possibilities for the development of virtual anchors. Cao Juntao, CTO of e-commerce platform Dream Pay Technology, told reporters that the application of digital anchors in e-commerce is still in its early stages. "In the past, digital humans had an imprecise understanding of user intentions, making it difficult to communicate with users. However, with the emergence of big models, smooth human-computer interaction will definitely be formed in the future. In the future, only by combining big models with digital live streaming can digital live streaming truly replace live streaming. Now, digital live streaming can only complement live streaming."

In the view of angel investor and artificial intelligence expert Guo Tao, with numerous technology companies entering the digital human race, the cost of using digital human live streaming has become very low, and the digital human live streaming all-in-one machine or software on the market is only a few thousand yuan. Although the cost is not high, making money through digital live streaming is not an easy task.

"Not only do digital people themselves have certain limitations, but they also need to face a series of prominent problems such as high online traffic, high customer acquisition costs, fierce market competition, low conversion and retention rates, and high return rates." Guo Tao said.

It is worth noting that in the interviews, multiple live streaming companies discussed relevant policy and regulatory issues. The person in charge of Meiwrist believes that new technologies such as artificial intelligence and digital humans not only bring great opportunities to the live streaming industry, but also pose challenges to regulation. Currently, there are no clear regulations providing guidance and definition for virtual anchors, and there are certain risks behind it.

Previously, platforms had introduced regulatory measures for virtual anchors. On May 9, Tiktok released Platform Specification and Industry Initiative on AI Generated Content, which mentioned that publishers should prominently identify AI generated content to help other users distinguish between virtual and real, especially confusing scenes; The platform will provide a unified AI generated content identification capability to assist creators in marking. Virtual humans need to be registered on the platform, and virtual human technology users need real name authentication; The platform will provide the ability to register virtual humans and protect the image of registered virtual humans.

"There is no need to worry too much about the regulation of virtual anchors," Zhang Yi, CEO of iMedia Consulting, told Pengpai News. "Overall, the regulatory difficulty of virtual anchors is still lower than that of live anchors, and the operational entities behind them need to be responsible for them. Looking ahead to the future, the main risk still comes from the uncontrollability of intelligent expression that may be brought about by highly mature artificial intelligence."

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