Source: See the truth
"Now you don't have to worry that digital human live broadcast will replace real people, and digital human live broadcast can help real people improve huge efficiency and bring conversion increments, especially during idle time/midnight hours." In a live broadcast on April 18, the JD Cloud Yanxi team mentioned an insight to the host. The longer the real and digital humans work together, the better the service and conversion will be.
This live broadcast was a live broadcast of a decryption interview quickly invited by Jianshi and JD Cloud after Liu Qiangdong, the founder of JD Group, parachuted into the live broadcast room of JD Supermarket and JD Home Appliance Procurement and Sales in the form of "Purchasing and Selling Dongge" AI digital human on the 16th, and after opening his live broadcast debut, a number of JD Cloud experts interpreted in detail the details and promotion process behind the digital human.
At that time, the live broadcast of the first show of the "Procurement and Sales Dongge" AI digital human was less than 1 hour, and the number of views in the live broadcast room exceeded 20 million, and the cumulative turnover of the entire live broadcast exceeded 50 million. In the live broadcast room of Jingdong Supermarket, the overall order volume of the live broadcast room exceeded 100,000 within 40 minutes, and created the highest peak of viewers since the launch of the live broadcast room of Jingdong Supermarket. The overall order volume of the 13 products explained increased by 8 times compared with last Sunday.
Recently, business tycoons, including Li Bin, Zhou Hongyi, and Lei Jun, have started their own live broadcast roads. Liu Qiangdong's re-entry makes people realize that this may be a singularity moment for live broadcast e-commerce. Therefore, in the declassified interview on the 18th, there is also a huge expansion topic:
Will the boss in the future have to do live broadcasts in person? And as an emerging form of digital human live broadcast, will it greatly rewrite the pattern of live broadcast e-commerce and even e-commerce? Next, let's take a look with Jianshi, by the way, you are also welcome to watch the replay of this live broadcast on the Jianshi video account.
01, Liu Qiangdong behind the scenes of the live broadcast of digital people
"Hello everyone, long time no see, I'm your old friend Brother Dong......" On the afternoon of April 16th, the "Procurement and Sales Dongge" AI digital human created by JD Yunyanxi opened the live broadcast debut, and at the same time appeared in the live broadcast room of JD Home Appliances and Jingdong Supermarket.
In the live broadcast, "Touge" attracted more than 20 million views in less than an hour with its realistic image and interactive ability, and the cumulative turnover exceeded 50 million.
Although many CEOs have used digital people before, Liu Qiangdong is the first to open his image and bring goods in live broadcasts. This AI digital human may become a benchmark, which also opens the AIGC-style e-commerce live broadcast 3.0 era, which will promote the scale of digital humans to penetrate into a wider range of industrial scenarios such as e-commerce live broadcast, cultural tourism, finance, and intelligent services, and release more profound industrial value.
It is worth mentioning that Liu Qiangdong's digital human live broadcast is an important application and practice of JD Yunyanxi's digital human technology, which is a large-profile digital human produced by JD Yunyanxi.
Talking about the live broadcast planning, its trading team said that the live broadcast planning was implemented quickly, and they strictly controlled the selection of products, themes and operations from the beginning:
In terms of product selection, we adhere to the "low-price mentality" to provide users with cost-effective good things; in terms of theme, combined with the hot spots of the European Cup and the scene of using household appliances to watch the football game, we designed interactive links such as giving away tickets for the European Cup finals and free orders for home appliances during the live broadcast, which effectively improved the attractiveness and interactivity of the live broadcast; In terms of operation, in addition to the close cooperation of the team, it also actively collects user feedback and data, and continuously optimizes the content and form of the live broadcast.
In addition, since one of the challenges faced by the digital human live broadcast is how to achieve realism and make Dongge closer to the users in the live broadcast room, the team has continuously learned, trained and optimized Liu Qiangdong's image and voice through the Yanxi model.
Finally, by "feeding" the large model training of Liu Qiangdong's previous public speeches and chatting videos, Liu Qiangdong's voice style, emotional expression and habitual movements were captured and copied, so that the AI digital human of "Brother Dong" was highly similar to the real person in terms of image and voice, which improved the realism of the live broadcast.
The technical team revealed that during the image training, the large model captured and presented 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 and raising his head from time to time. In terms of voice training, Liu Qiangdong's Suqian accent and continuous reading habits are also retained.
It is reported that now only 5-10 minutes of video material and a minimum of 6 seconds of voice material are needed, and JD Cloud Yanxi can customize a lifelike digital clone.
02. Live streaming in leisure time is the right posture to embrace digital people
The data performance of the debut of the AI digital human live broadcast of "Procurement and Sales Dongge" is very impressive, not only reaching a new high in views and turnover, but also driving a significant increase in sales of specific products. For example, the sales of Mini LED TVs increased by 200% month-on-month on average, and the single-day sales of air conditioners with comfort functions exceeded 10 times month-on-month.
It can be seen that digital human live broadcast also has advantages in attracting users' attention and increasing sales. In fact, Yanxi digital human has served more than 4,000 brand live broadcast rooms in the past, and when 618 is approaching, the appearance of Dongge AI digital human is more like a wide advertisement: digital human technology has matured and is widely open to brand merchants, which is enough to be competent for category live broadcasts.
The JD Cloud team also said that digital human live broadcast has more advantages in conversion during idle time. For example, during the Spring Festival holiday and other periods, it is difficult for real anchors and operation teams to be on duty full-time, but digital humans can make up for this gap and achieve 24-hour uninterrupted live broadcast. In the previous live broadcast of the New Year's Festival, JD Yunyanxi Digital Human sold 40 million yuan of goods, and the average conversion rate of the free time live broadcast was increased by more than 30%.
Through digital human live broadcast, merchants can achieve the effect of leveraging 48 hours in 1 hour and improve marketing efficiency. The stability, low cost, and continuous learning ability of digital human anchors enable merchants to reduce operating costs and help brands expand their market share while ensuring transaction conversion.
Of course, the appearance of the "Procurement and Marketing Dongge" AI digital human also released a signal:
JD.com has not only entered the digital human live broadcast, but is willing to continue to invest energy and resources to give mature technology and commercial products to more brands, merchants, and bosses, so as to achieve the upgrading of the content ecology while reducing the cost of live broadcast and promoting sales growth.
At the JD 618 Merchant Ecological Partner Conference on April 18, JD Cloud also released the greatest sincerity of inclusive small and medium-sized merchants, and from now until 618, JD Cloud Yanxi Digital Human fully accessed the large model, carried out a new 3.0 upgrade, and launched a free trial for 30 days. It will greatly reduce the cost of live streaming for merchants and drive sales growth.
The internal team also said that the core principle of digital human product design is to reduce the difficulty of operation and configuration costs of merchants, so that Xiaobai merchants can get started easily and quickly, such as providing screen templates, general Q&A library, AI intelligent writing and other functions, which can help merchants quickly get started with digital human live broadcast and achieve a breakthrough from 0 to 1 live broadcast, and more importantly, the cost of JD Cloud Yanxi digital human is less than 100 yuan a day.
Talking about the future development direction of the field of digital human live broadcasting, the team said that it will focus on technological innovation and scenario expansion. On the one hand, JD will continue to optimize the real image and interaction capabilities of digital humans to improve user experience, and on the other hand, JD will explore the application of digital humans in more scenarios, such as customer service and shopping guides, to provide merchants with more diversified services.
It is also worth mentioning that the AI product matrix of JD Cloud Yanxi team can help brands carry out complete link marketing. The team not only has digital human live broadcast, but also AI outbound calls, AI marketing, and AI intelligent customer service products, which form a matrix. Marketing and outbound calls can pull traffic in and reach it again, digital human live broadcast can convert these traffic and analyze users' purchase intentions, and AI intelligent customer service can undertake the user's full-link unmanned customer service follow-up.
03. New controversy over digital human live broadcast
This digital human live broadcast not only showed Liu Qiangdong's personal charm, successfully shortened the distance with users, but also brought wider attention to JD.com.
However, we have noticed that, on the one hand, digital humans have huge commercial value in the field of e-commerce live broadcast, they can accurately introduce product information, answer user questions, and even realize personalized recommendations and other functions, which makes digital people an important tool for brand merchants to carry out live marketing, and with the continuous progress of technology in the future, digital human live broadcast is expected to become a normalized marketing means in the field of e-commerce.
But on the other hand, the live broadcast of digital humans has also raised several key questions that are worth pondering in the industry.
First, is it possible for digital humans to replace real people?
The answer is probably no. At this stage, digital humans cannot replace real people.
Because the digital human gameplay is still relatively limited, it is difficult to rely on digital humans to complete the real scene-based and thematic live broadcast. Moreover, the transformation of digital humans depends on marketing actions, commodity interest points, and price mechanisms, which are strongly operation-oriented, so it must be a strong cooperation between real human operations and digital human tools to achieve good live broadcast results.
The team members of JD Cloud Yanxi said that in order to give full play to the incremental value of digital human live broadcast, it is not necessary to replace real people, but to relay with real people to create a live broadcast room where the sun never sets, and tap the value of live broadcast in idle time, and now Yanxi digital human can increase the conversion of free time by more than 30%. In the past, the data performance of the live broadcast room with man-machine file connection was significantly better than that of the pure human live broadcast room or the pure digital human live broadcast room, so the live broadcast room of brands with conditions is encouraged to pay more attention to the value of the live broadcast mode and team building of the man-machine interspersed live broadcast model.
In addition, the digital human anchor who supports lightning configuration can be a supplement to the live broadcast team, helping merchants reduce costs and increase efficiency, with almost no equipment costs, venue costs, and personnel costs.
Second, will the live broadcast of CEO digital humans be popularized?
The answer is probably yes.
One trend is particularly evident this year: well-known entrepreneurs are actively returning to the public eye. Some time ago, Mr. Lei gave the owner of the Xiaomi car owner a car door, which was unanimously praised by the whole network, and more and more enterprises and entrepreneurs themselves began to vigorously tap the gold mine of entrepreneurs' personal IP.
But the boss personally went live on the air, and in most cases, it was a bit lacking. The live broadcast of digital humans of entrepreneurs such as Liu Qiangdong and Zhou Hongyi may provide reference for more CEOs:
Digital avatars will also be part of entrepreneurs' personal IP in the future. With real people and strengthening real people, the future will be a new topic for the new thing of digital human clones.
We judge that Liu Qiangdong's demonstration this time may have made a good start, and in the future, more CEOs will come down in person, use digital avatars to enter users, and establish closer ties with users, whether it is in the field of live broadcasting, customer service, or other application scenarios.
It is foreseeable that the live broadcast of CEO digital humans will also become a popular trend. CEO digital human live broadcast may usher in an industry explosion period this year and next year, which is also the singularity moment of digital human live broadcast.