Live-streaming commerce: Hire human or AI digital streamer

Abstract

Artificial intelligence-powered livestream commerce is becoming a key driver of innovation in China’s e-commerce market. AI-powered digital human streamers have gained attention for their 24/7 availability, cost-efficiency, and consistent performance. This study examines a Chinese apparel company’s decision to adopt AI digital human streamers to address the lack of professionalism in live streaming. The case highlights the advantages of AI-driven systems in delivering structured and accurate information but reveals limitations in building emotional connections and personalized charisma compared to human streamers. While businesses appreciate the efficiency and reliability of AI digital human streamers, their rigidity and lack of empathy may limit their suitability for product categories emphasizing emotional engagement and trust. As a solution, the company adopted a human-computer hybrid approach, integrating AI and human streamers to enhance its live e-commerce strategy. This case offers practical insights into leveraging AI in retail scenarios to drive business growth.