Dear friends, hello everyone! Today we are going to talk about a hot topic - digital human anchors bring goods!
Recently,Jingdong home appliances in order to seize the new track of live broadcasting,It can be said that it is the opposite,Actually invited its own boss Liu Qiangdong's digital clone"Brother Procurement and Sales"To be the anchor!That's right,It was Liu Qiangdong, who was once known as "China's most bullish caller", and now he no longer goes into battle in person, but lets his digital person incarnate to fight on his behalf.
In less than one hour after the live broadcast began, the number of viewers exceeded 20 million, and the number of orders also skyrocketed by 7.6 times. As the top traffic of JD.com, Liu Qiangdong's digital clone is undoubtedly a big killer. According to insiders, in order to create this "high imitation version" of Liu Qiangdong, the technical team has worked hard:
First of all, through the large model training, countless iterations of Liu Qiangdong's words and deeds were carried out; Secondly, the prosodic features of speech were extracted from the latest materials and injected into the model. In addition, he continued to optimize the details, such as replacing all the previous formal speeches with materials for Liu Qiangdong's chatting and traveling, and finally created this "Brother Dong" who fits me.
It can be said that this is the industry's top AI virtual human technology level. Moreover, Jingdong also boasts that digital human anchors can switch between real people and be unattended 24 hours a day, and the cost is 30% lower than that of manual anchors, which will undoubtedly occupy a huge advantage in the live broadcast track.
But then again, how "reliable" are digital human anchors? In fact, many head live broadcast rooms are not very optimistic about this.
The person in charge of the live broadcast room bluntly said: "Digital people are just a tool, and if you want to really make money, you have to look at the people and goods yard." "In fact, many brands have tried digital human live streaming before, but the results are not ideal, and it will take 3 to 5 years before it is truly commercialized.
In addition, a lot of black industries using AI to "cut leeks" have been exposed recently, and the growth rate of AI-based deepfake fraud cases will be as high as 3000% in 2023!
Regulators are also aware of this. The Douyin Security Center has long issued a governance announcement, focusing on cracking down on illegal acts that use AI to generate virtual avatars, and even escalating the means to "alarm crackdowns".
In this regard, Douyin has also specially issued a specification for the live broadcast of virtual anchors: not only does it require the virtual image to be filed in advance and certified before the broadcast, but also the live broadcast room must be prominently marked so that users can distinguish between virtual and reality.
This undoubtedly adds a lot of compliance costs to platforms, but it is better than letting the AI "black market" run rampant. It can be seen that around digital human anchors, technological innovation and regulatory challenges go hand in hand.
However, in the long run, I am personally more optimistic about the prospect of digital people bringing goods. After all, AI technology will only get stronger and stronger, and in the future, business godfathers like "Liu Qiangdong" may really be able to return to the live broadcast with the help of digital clones, bringing consumers a new shopping experience.
Of course, if digital human anchors want to really land, in addition to continuing to break through technical bottlenecks, they also need to establish user trust and industry self-discipline, so that good things can develop healthily in a standardized and orderly environment.
In short, this will undoubtedly be a new change, we will wait and see!