Recently, e-commerce boss Liu Qiangdong made a subversive move to enable AI digital avatars to carry out live broadcasts. This seemingly attempt to revolutionize the business model has sparked polar reactions among netizens. Some people believe that AI technology can help the new development of e-commerce. But there are more concerns that digital-only characters don't build consumer trust and can mislead the market.
Liu Qiangdong should take a more mature approach to gauge the prospects for AI applications in enterprises. It is undeniable that AI has great potential in terms of simulated interaction and service capabilities, but at the same time, it cannot be ignored that AI is still difficult to cover the subtleties of human emotional communication. A fully digital anchor can't replace the sincerity and affinity of a real person.
In all fairness, there will inevitably be a trial and error process in the innovative application of AI technology. But as JD.com's chairman of the board, Mr. Liu has a responsibility to think in the longer term. In the current stage of immaturity of technology and ethics, relying solely on AI to replace real people may bring unpredictable consequences and easily damage the foundation of corporate credibility.
Rather than acting presumptuously, AI can be seen as an auxiliary tool for real streamers, rather than a direct substitute. For example, when the anchor is resting, AI is used to answer frequently asked questions to users. or assist in pushing personalized recommendations, etc., to play the role of "behind-the-scenes heroes". This can play to the advantages of AI while avoiding the embarrassment of indistinguishing between authenticity and fakeness. Conduct a comprehensive ethical risk assessment prior to AI adoption.
A clear answer should be given to how to prevent AI from being abused and counterfeited, and from harming the rights and interests of users. AI initiatives are worth a try only if they ensure that the benefits of users are maximized. Adopt a phased experimental verification approach. Don't fully implement AI anchors in one go, but start with simple scenarios, observe the effect and gradually optimize it.
This can test whether AI is really helping business purposes, and also lay the foundation for later improvement. Maintain close communication with industry regulators. There will inevitably be gray areas in business model innovation, but only when it is highly compliant with supervision can the project ensure long-term sustainable development, and AI will undoubtedly reshape the future.
However, to the extent that the existing technology and social environment allow, a more robust pilot promotion method should be adopted, always based on the best interests of users, which will obtain better social recognition. As an industry leader, while promoting the application of AI, Liu Qiangdong should also communicate with all parties in the industry to jointly sort out the technology development path and the various challenges and risks that may be faced.
For example, we maintain close contact with consumer rights organizations and third-party evaluation agencies, fully absorb external opinions, and jointly determine whether all aspects of the AI model violate ethical principles. Long-term cooperation with government regulators is also very important. JD.com can inform regulators of the AI application plan and carry out a joint pilot to assess whether there are hidden dangers by a third party.
Once a problem is identified, JD and the regulator should also cooperate to take remedial measures. It is also necessary to participate in the development of AI specifications together with standard-setting organizations to lay the foundation for orderly and healthy development in the future. Through multi-party integration, JD can comprehensively and objectively judge the value and limitations of AI in its own business model, and formulate a scientific and effective training plan.
It is believed that as long as he has an open and win-win attitude, Liu Qiangdong will be able to achieve better results and maximize the transformation of AI technology into a source of power to promote the continuous upgrading of the e-commerce industry. This will also provide a valuable reference for other enterprises to create a new future of intelligence.