Liu Qiangdong's AI debut "confuses the real with the fake" The e-commerce war of large factories has opened a "digital human" battle

Finance Associated Press

2024-04-16 19:34Published on the official account of Cailianshe under Shanghai Poster Industry Group

"Science and Technology Innovation Board Daily" on April 16 (Reporter Huang Xinyi Zhu Ling) At 6:18 p.m. today, Liu Qiangdong's "digital person" made his live broadcast debut in the Jingdong procurement and sales live broadcast room.

"Jingdong Supermarket is cheap, brush up the comments for Dongge!"

"500 cents of fried fish on the link ......"

"Prepare for the red envelope rain to grab!"

During the live broadcast, Liu Qiangdong's digital clone fluently introduced corn, steak and other goods, and conducted physical lucky draws such as Moutai and red envelope distribution.

Industry analysts told the "Science and Technology Innovation Board Daily" reporter that the traditional e-commerce model has faced growth bottlenecks, and the live broadcast e-commerce track, JD.com has lagged behind. Taking virtual human live e-commerce as the entry point is an opportunity for JD.com to surpass Douyin, Kuaishou and other live broadcast tracks.

It is worth mentioning that Jingdong has recently applied for the registration of trademarks such as "Lao Liu Special Field", "Youjing Home Products" and "Round Head Price", and the international classification involves advertising sales, clothing, shoes and hats, etc., and the current trademark status is pending substantive examination.

▍The cost of digital humans is less than 1/10 of the live broadcast of real people

At 6:18, the reporter of "Science and Technology Innovation Board Daily" saw in the two live broadcast rooms of Jingdong Supermarket and Jingdong Home Appliances and Home Appliances that Liu Qiangdong's digital clone was launched at the same time.

In the live broadcast room of Jingdong Supermarket, Liu Qiangdong "Digital People" recalled when he started his business, "Sitting here today, I have to sigh that time flies so fast, and in a blink of an eye, Jingdong has been established for more than 20 years." When JD.com first started e-commerce, online shopping was just emerging, and there were very few products to choose from, and there were many fakes and inferior goods. I founded JD.com to make the goods you buy convenient, fast and cheap, and to ensure the quality of the products. ”

Then, he began to bring the goods, "In today's live broadcast, I mainly want to talk to you about my dietary adjustments in the past few years, and also recommend to you some healthy foods that I eat myself and usually make at home, and share with you a healthy diet." ”

He first recommended a cereal, "When it comes to cooking at home, we have to start with three meals a day. First of all, Brother Dong will talk to you about breakfast, as the saying goes, eat full in the morning, eat well in the afternoon, eat less in the evening, and the status of breakfast is self-evident. As for me, I usually choose milk cereals and add some blueberries, so that the combination is nutritious and low in calories, and it is quite comfortable to eat. ”

In the live broadcast room of Jingdong Home Appliances Home Furnishing, Liu Qiangdong's "digital person" greeted everyone in the super viewing room, "Long time no see, I am your procurement and sales brother", and said that he was looking forward to the European Cup with everyone.

The first thing he introduced was a 75-inch TV,He said,This TV is a new product that just went on the market in March this year,Not only the appearance is atmospheric,It is full of connotation。 Whether it is picture quality, sound quality or intelligent configuration, it is the leader in the industry. ”

Liu Qiangdong's "digital person" will also operate his mobile phone from time to time and reply to messages during the process of bringing goods.

According to the JD Yunyanxi team, the AI digital human of "Touge" AI digital human is driven by AI, and is trained by small sample materials, including audio-visual materials for speeches and daily conversations.

Judging from the live broadcast effect, the Yanxi model captures and presents Liu Qiangdong's habitual expressions and movements, such as occasionally rubbing his fingers when speaking, cooperating with larger hand movements when emphasizing something, and nodding his head from time to time.

In terms of voice training, Dongge Digital Man also restored his pronunciation habits, such as fast speech, light pronunciation, and continuous reading habits of some words.

However, compared with real people, the voice tone of Dongge digital people is relatively flat and has fewer emotions. Some unsuspecting viewers noticed the abnormality and asked in the barrage: Is this AI?

▍Behind the "Dongge" goods, JD increases content e-commerce

This is not the first time that Yanxi Digital People have brought goods on JD.com. During this year's Spring Festival, the cumulative GMV of Yanxi Digital Human exceeded 40 million yuan, and the conversion rate increased by more than 30% in idle time.

Jingdong said that compared with real anchors, the cost of Jingdong Yanxi digital human is less than 1/10, and it can be broadcast in two hours at the earliest, and it can be broadcast live 24 hours a day. At present, JD Cloud Yanxi Digital Human has served more than 4,000 brands.

This time, Liu Qiangdong's digital human image appeared in the live broadcast room of Jingdong's procurement and sales, which attracted a larger market heat for the live broadcast of digital humans to a certain extent. At the same time, it is also a further paving for JD's content e-commerce strategy.

Last week, JD.com announced that it would increase the construction of the content ecosystem, investing more than 1 billion yuan in cash and 1 billion traffic as rewards, and there is no upper limit, aiming to recruit outstanding creators and institutions to settle in. JD.com is also actively preparing for the incubation of top talents, and plans to select the top 100 talents at the end of the year. And the money spent on the reserve stage alone has been hundreds of millions of yuan.

Zhang Yi, CEO and chief analyst of iiMedia Consulting, told the "Science and Technology Innovation Board Daily" that JD.com has been working the track of digital human live broadcast for many years and has been secretly making efforts. The debut of Liu Qiangdong's digital human live broadcast is an important opportunity for him to cut into live broadcast e-commerce and catch up with Douyin and Kuaishou.

"For JD.com, traditional e-commerce molding has faced growth bottlenecks. How to break through the bottleneck next? There is no doubt that from the perspective of the entire market, live e-commerce is the latest model. But objectively, if JD.com does live e-commerce like Douyin and Kuaishou, it is following and there are not many opportunities. In this context, JD must not only catch up with each other, but also surpass each other. The point of catching up with the other party lies in the live broadcast e-commerce, and the measure to surpass the other party is to do virtual human live broadcast e-commerce, which may be an opportunity for JD.com. ”

▍The market size of the virtual human driven industry is expected to exceed 600 billion

In addition to JD.com, Baidu, TikTok, etc. have also seen the opportunity of digital human live broadcasting. Baidu e-commerce has launched its self-developed "AI full-stack digital human live broadcast solution" Huiboxing. Ping Xiaoli, vice president of Baidu and general manager of Baidu e-commerce, believes that digital humans have become a new variable in the live broadcast e-commerce industry. The biggest advantage of digital humans over real people is that it greatly reduces the operating costs of merchants' live broadcasts, and realizes 24-hour broadcasting, bringing incremental GMV.

According to foreign media reports on April 12, TikTok is also developing an AI-based virtual digital human function, aiming to better help merchants on e-commerce platforms promote and sell. According to the source, TikTok has tested this AI feature internally, but it is still in the early stages, and it is uncertain when it will be launched.

According to iiMedia Research, the market size and core market size of China's virtual human-driven industry in 2022 will be 186.61 billion yuan and 12.08 billion yuan, respectively, and are expected to reach 640.27 billion yuan and 48.06 billion yuan in 2025, respectively. There is a large commercial space in the virtual anchor industry, including the sale of derivatives and peripherals, brand endorsements, work rewards, live streaming, etc., and 36.7% of respondents will increase their willingness to consume virtual anchors in the future. With the release of ChatGPT and "Wenxin Yiyan", it is possible to combine natural language generation technology based on deep learning with virtual humans, and the intelligence level of virtual humans is expected to be greatly improved, and will play an effective role in the application of different fields, such as live streaming, which can help achieve 24-hour barrier-free communication with customers.

"From the perspective of the entire industry, there is no big barrier to the application of digital humans. Zhang Yi believes, "Especially after experiencing multiple waves of market education such as the metaverse and AI empowerment, the entire industry has the opportunity and space to explode both at the technical level and in market acceptance." "At present, there are still many application scenarios of digital humans, such as digital entertainment, corporate endorsements, digital employees, live broadcast e-commerce, etc., all of which are widely used. ”

(Science and Technology Innovation Board Daily reporter Huang Xinyi Zhu Ling)

View original image 327K

•