"Hi all,
Long time no see, I'm your old friend Brother Dong......"
30 minutes on
The number of viewers in the live broadcast room exceeded 10 million
Digital person Liu Qiangdong's live broadcast debut became popular
01
Liu Qiangdong digital people bring goods
The order volume exceeded 100,000 within 40 minutes
At 6:18 p.m. on April 16, the "Procurement and Sales Dongge" AI digital human created by JD Yunyanxi made its live broadcast debut, and at the same time appeared in the live broadcast room of JD Home Appliances and JD Supermarket. In less than 1 hour, the live broadcast room had more than 20 million views.
Although he is a digital person, the language of "Brother Dong" is close to life, and there are some of Liu Qiangdong's signature actions between words and deeds, and the characters are vivid and distinctive.
He talked and laughed freely, talked about his experience in sports and cooking, and talked endlessly about the large-screen TV with live broadcast and the healthy combination of three meals a day. In the interactive scene where the digital person imitates the lottery, "Brother Dong" looks at the mobile phone screen from time to time and says: "I saw your message and replied." ”
Many netizens are sure that the video is not an AI digital person, "So many small actions, it must be a real person!"
There are also many netizens who 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 Brother Dong still lacks some feelings." ”
According to the data of Jingdong Supermarket, the number of viewers in the live broadcast room exceeded 10 million in just 40 minutes, and the average stay time of users during the live broadcast reached 5.6 times the daily average.
In the live broadcast, the AI digital human of "Purchasing and Selling Dongge" explained a total of 13 products, and the overall order volume increased by 7.6 times compared with last Sunday, and the turnover of Jingdong Supermarket's "10 billion agricultural supplements" increased by 5.7 times compared with last week's average in half an hour. Within 40 minutes, the overall order volume of the live broadcast room exceeded 100,000.
02
How did "Purchasing and Selling Dongge" come about?
The launch of the anchor "Liu Qiangdong" took a lot of thought.
"The AI digital human will present Dongge'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. The relevant person in charge of Jingdong said.
During the live broadcast, many people also found that the Suqian accent of the AI digital human was vivid.
"He speaks quickly, speaks softly, and some words are used to reading consecutively, and he pronounces the 'sh' in 'time' and 'exactly' with a heavy nasal sound, and likes to call 'brothers' to boost everyone's morale......"
Jingdong said that in order to create a real "Dongge", the technical team made several adjustments to the large model:
It is understood that during training, the Yanxi voice model was "fed" with 50,000 hours of massive and fresh voice data, which allowed the Yanxi digital human to intelligently match different live broadcast styles, such as creating a professional atmosphere with a calm timbre, or using a very infectious voice to attract users to place orders, and also giving posture and physical performance. Experiments have shown that the vast majority of users will not be able to detect that this is a digital human for 120 seconds.
At first, the speech material "fed" to the large model was too formal, although it was passionate and explosive. To this end, they used the latest recorded chats as the main material, including Liu Qiangdong's own travel experience, and then extracted the rhythmic characteristics of the 5-minute speech and poured it into the large model.
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.
03
What signals were released?
The live broadcast of "Liu Qiangdong's Departure" is an important attempt by JD.com in the field of live streaming, which is expected to bring more attention and traffic to JD.com. At the same time, it also released a new major signal for JD's AI e-commerce strategy.
This is also after the recent announcement of investing 1 billion in cash and 1 billion traffic to increase the content ecology, JD.com further increased the content ecology.
As early as 2023, during the "Double 11" period, JD Yanxi digital human virtual anchors have been posted in the live broadcast room to bring goods, and through AI digital human and other technologies, they will assist merchants with low-cost broadcasting, unattended and other characteristics, especially small and medium-sized businesses, to carry out big promotion marketing.
According to the relevant personnel of JD Cloud's Yanxi team, "Since 2022, Yanxi's virtual anchors have been employed in the live broadcast rooms of hundreds of domestic brands such as Dabao, Frog Prince, Liushen, Tongrentang, Pechoin, Xifeng Wine, etc., with a daily broadcast time of up to 6 to 24 hours, and a conversion rate of up to 40%. Yanxi virtual anchors have served more than 4,000 brands in total, driving GMV of more than 1 billion yuan. ”
As early as a year ago, Taobao live broadcast institutions began to deploy AI digital human live broadcasts, and some head live broadcast rooms and brand store live broadcast rooms tried to use AI digital human live broadcast to bring goods. It is reported that at present, Ali has set up an AI e-commerce team, which is creating an AI e-commerce product "Painted Frog" for merchants and talents, which will improve the creative efficiency of Taobao, Tmall merchants and talents in generating marketing copy, training exclusive AI models, etc., so that goods can be planted quickly.
However, these layouts have not kept up with the momentum of the founder's personal end. This time, Liu Qiangdong's digital human participation in the live broadcast not only attracted traffic for JD's live broadcast, but also allowed the outside world to see JD's achievements in AI technology.
For JD.com, digital human live broadcast is also an important business scenario. Digital human provides a low-cost, one-stop live streaming method. "For brands with limited budgets, digital human live streaming is a cost-effective option. Some businesses also said that the live broadcast of digital humans is "better than not broadcasting".
The appearance of the AI digital human in the live broadcast room of "Dongge Procurement and Sales" is undoubtedly a demonstration of JD.com's proposition of low prices: JD.com's live broadcast of procurement and sales is a way to reduce the marketing cost of merchants, so that consumers can get cheap and good things, and merchants can earn reasonable profits. The technology represented by digital humans solves business problems and opens up its mature practice results to more partners, which is the path that JD has always followed.
Coincidentally, also on April 16, Baidu founder Robin Li was once again active in the public eye, standing for his own technology applications. At the Create2024 Baidu AI Developer Conference, Robin Li emphasized an important trend in the development of AI applications in the future, and released a number of AI development tools, giving the judgment that "open source models will fall behind more and more". He said, "Large language models themselves do not directly create value, and AI applications developed based on large models can meet real market needs."
Robin Li said in his keynote speech that AI is setting off a revolution in creativity, and developing applications in the future is as simple as shooting a short video, everyone is a developer, and everyone is a creator.
The era of AI has just arrived, and everything has just begun.