At 18:18 on April 16, Liu Qiangdong's AI digital human made his live broadcast debut on Jingdong App. At 18:45, the number of viewers exceeded 10 million. "The big guy is off the live show", netizens shouted: It's too true.
"Sitting here today, I have to sigh that time flies so fast, and in a blink of an eye, JD.com 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. After a simple 5-minute warm-up, the Dongge digital person quickly started bringing goods, and did not talk too much about his personal life and opinions.
Dongge digital people keep bringing goods, during which they don't chat, and they don't need to drink water. Complete the live streaming process such as product introduction + boarding in one go, which only takes 20 seconds.
According to the disclosure of Jingdong Supermarket, the number of viewers in the live broadcast room exceeded 10 million in just 40 minutes, creating the highest peak in the number of viewers since the launch of the live broadcast room of Jingdong Supermarket, and the number of viewers exceeded 20 million in the past 1 hour, and the average stay time of users during the live broadcast period reached 5.6 times the daily average. Within 40 minutes, the overall order volume of the live broadcast room exceeded 100,000.
▲ Screenshot of Liu Qiangdong's AI digital human live broadcast on Jingdong App
"The 'Procurement and Marketing Dongge' AI digital human is made by JD Yunyanxi. The large model will pay attention to capturing and presenting Dong Ge's habitual expressions and movements, such as occasionally rubbing his fingers when speaking, accommodating more large hand movements when emphasizing something, and nodding his head from time to time. The relevant person in charge of Jingdong said.
Surprisingly, if there are out-of-stock products during the live broadcast, the live broadcast center console will be like the "brain" of the digital person, adjusting the live broadcast skills in time, such as skipping the out-of-stock products, or increasing the frequency of explanations for popular products. It can also monitor whether the interaction in the live broadcast room is too frequent, and adjust the interaction frequency and mechanism to ensure smooth progress.
Although Liu Qiangdong's digital person is quite similar to a real person: whether it is his appearance or voice tone, he imitates Liu Qiangdong's habits, but many netizens still commented that it was too blunt, and many netizens shouted at Jingdong and asked Liu Qiangdong himself to broadcast in person, "The copycat version of Dongge still lacks some feelings." ”
▲ Source: Netizen comments
In the eyes of industry insiders, the application of new technology for digital human live broadcast is indeed a good business, which can be replicated and has a low cost, which can fill the free time after the live broadcast of real people.
It is worth noting that for digital human live broadcast, the specifications of various platforms are still being improved. On March 26, the Douyin Security Center issued an announcement on the governance of the improper use of AI to generate virtual characters, pointing out that it will strictly punish the illegal use of AI-generated virtual characters to publish content that violates scientific common sense, deceives, and spreads rumors.
Douyin once issued the "Douyin Platform Specification and Industry Initiative on Artificial Intelligence-Generated Content", mentioning that the image and content of virtual anchors must be pre-recorded. Before the virtual anchor starts broadcasting, users can find the authentication registration entrance through the "Douyin Creator Center - Anchor Center - Category Anchor Certification", and virtual anchors who have not been reported by the platform cannot start broadcasting. In addition, the virtual live broadcast must be prominently marked to help users distinguish between virtual and reality. The platform will provide a unified AI-generated content identification capability to help creators mark and make it easier for users to distinguish between virtual and reality.