It has been two weeks since Liu Qiangdong's digital human live broadcast brought goods.
The "Liu Qiangdong" in the video is a digital persona created using digital technology
But the discussion on the Internet has not decreased, but has increased.
Some netizens felt that they had been tricked.
"What do you mean, a dummy starts a live broadcast for me to consume?"
Some netizens compared him with Lei Jun and felt that "Brother Dong is not sincere enough".
In the past, the bigwigs gave people a sense of mystery and rarely showed up.
Now, the bigwigs are rushing to "show up".
For Dong Ge to put down his body and bow down to enter the game, netizens are even more speculative.
At first glance, the performance of the digital person's debut of "Purchasing and Selling Dongge" is not bad, with more than 20 million views in the live broadcast room in less than an hour.
But are these people really here to watch Dongge's live broadcast?
Some people just think, "That's a great price!"
Purely for the sake of "buying, buying, buying".
Jingdong himself said: "Dongge brought the lowest price on the whole network this time." ”
Behind this, bringing goods is small, and the strategy is big.
What strategy?
Low price strategy.
As soon as Ma Yun "reflected" on the front foot, Dong Ge played with digital people on the back foot.
In the final analysis, this is to "wrestle wrists" with Pinduoduo, which is in full swing.
On the other hand, live streaming has sprung up by relying on traffic dividends.
Dongfang selected Yu Minhong not only to broadcast live in person, but also to cultivate a big V-level anchor Dong Yuhui.
Although the other bigwigs do not have anchors of the magnitude of Dong Yuhui, they all go out in person to lay out and create personal IP.
Even Zhou Hongyi, the founder of 360, said: "Entrepreneurs should be Internet celebrities." ”
But other bosses are all real people, but Dong Ge has a digital clone, what does it mean?
The "Dong Ge" in the live broadcast room talked endlessly, introducing products, sending red envelopes, drawing benefits, connecting links, and interacting with consumers.
The whole process is done in one go, and a product can be finished in 20 seconds at the earliest.
But in the eyes of netizens, "Digital Dongge" is too blunt, has no feelings, and is just a word-reading machine.
If the "Digital Dongge" wants to sell something, he will say: "What do I eat for breakfast......"
Netizens complained: "You can at least take a bite in front of us, right?"
Another example is "When you chew, you can feel the juices overflowing in your mouth", which is the words of "Digital Dongge" when introducing steak.
Netizens immediately questioned: "A digital person said that he could feel the juice when chewing, do you believe it?"
Judging from the live broadcast experience, the fake "Dongge" really reduced the live broadcast effect.
Although the digital human is a "machine stand-in" of the real person, replicating the voice and appearance of the real person, it cannot produce the same emotions as the human and cannot interact with each other.
The core of live streaming is "people", and it is necessary to realize the connection with "goods" through "people".
Those smash hit anchors with goods have distinct personalities.
In live broadcasts, real emotional communication and interpersonal interaction are important factors that motivate consumers to place orders.
is like Dong Yuhui's live broadcast selling goods, there is no noisy explanation and noisy music.
More often than not, he is talking about life and culture.
"This is a philosophy lesson, with temperature and height. ”
"A live broadcast room where you need to take notes. ”
"It seems that I paid for the tuition and gave away something. ”
Netizens did not hesitate to praise him.
In the same way, when rice is sold, others say rice.
You heard Dong Yuhui talking about the shortness of the family, the feelings of heaven and earth, three meals and four seasons, and life insights.
The four chats were not the same.
A netizen cried when he heard this: "I haven't been so outrageous in 30 years of life, I bought 4 bags of rice in the live broadcast room!"
Preaching + solving doubts + selling goods, this high-level live broadcast model with connotation and human touch may not be possible for digital people.
There is no doubt that the use of digital human live broadcast to bring goods is indeed a good business, low-cost broadcasting, and unattended.
But the real business is not a cold machine, but the "human touch" behind the goods.
"It's good now, there is no real person in the customer service, and Qiangdong is also fake. ”
A netizen's comment revealed the voices of many consumers.
In recent years, the application of AI has penetrated into all aspects of our lives.
But many times, some artificial intelligence can really be said to be "artificial retardation".
What makes people complain the most is probably that they are driven crazy by intelligent customer service when they call errands.
"There is a kind of customer service that is particularly worry-free, that is, intelligent customer service, which is too slow to communicate. ”
Talk show actor Yang Li complained about intelligent customer service as a stalk, which was annoying and funny.
She bought an electric kettle online, and after receiving the goods, she found that there was no power supply, so she went to customer service to communicate.
She communicates from intelligent customer service to human customer service, and starts from the beginning every time, starting with "how can I help you".
She said angrily: "Is it a couple relationship between your customer service, can't you look at each other's chat history?"
It's a joke, but the problem does exist.
CCTV's "315" has exposed that some AI intelligent customer service is not intelligent enough and inefficient, and it has become a "roadblock" for consulting.
After the reporter's investigation, it was found that:
The intelligent customer service reply will be a few fixed words;
Repeatedly pulled, no human customer service can be found;
The chicken and the duck talk and reply to the question;
The keys are cumbersome and the waiting time is long......
These are the problems that users report a lot, which makes people angry and helpless.
However, some unscrupulous merchants will deliberately make people unable to find manual customer service, and intelligent customer service cannot solve the problem, so that consumers give up consultation.
Or simply drag it out beyond the 7-day period for no reason to return, the warranty period, etc., and the merchant can refuse to protect the consumer's rights in accordance with the so-called relevant regulations.
However, legal professionals say that this is an infringement.
According to the Law on the Protection of Consumer Rights and Interests and other relevant laws and regulations, if AI customer service fails to achieve the effect, it is an infringement of consumers' right to know, and consumers can complain to the market supervision and management department.
In addition to AI intelligent customer service, AI technology has also received a lot of complaints in terms of application.
Zhihu has a post asking: At what moment do you think artificial intelligence is actually "artificial retardation"?
The answer is ridiculous.
Some netizens uploaded a dog that ignored a red light and crossed the road, only to be photographed by artificial intelligence and uploaded to the big screen to expose its illegal behavior.
Some netizens asked the AI to draw a "cowish face", but it directly drew a cow face because it couldn't understand the idiom.
There are also netizens who uploaded "Chinese home-cooked food made by AI", which makes people cry and laugh.
The grandmother's head appeared on the mapo tofu, and the big beauty sat on the wife's cake, and the bridge was built in the rice noodle bowl across the bridge......
Fortunately, there are no husband and wife lung tablets and Mao Xuewang, otherwise, it is estimated that it will be very scary.
Nowadays, the development of AI still has blind spots and limitations.
Although AI can learn and imitate human behavior, it lacks true understanding and innovation, especially the ignorance of human nature by algorithms.
You may have heard a joke: a beautiful woman finds a boyfriend through artificial intelligence, the input condition is to be handsome and have a car, and the result given by artificial intelligence is chess.
In a sense, there is still a big gap between the current artificial intelligence and the ability to truly understand human emotions and behaviors.
Last year, there was a news that in a hospital in Xuzhou, an aunt smashed a robot angrily.
It is said that the aunt was crying because of her family's illness, and the robot went up to ask the aunt if she wanted to hear a joke.
The robot thinks you're unhappy when you're crying, but it can't analyze why you're crying. It thinks it's telling you a joke and you're happy.
Is there something wrong with bots?
It seems to be the fault of humanity.
These seemingly various "artificial intellectual disabilities" are actually caused by imperfect development.
But not all AI is "mentally retarded".
AI does have a powerful side.
In this era of rapid technological change, we may need to re-understand AI and re-examine the power of people.
So far, there are a lot of things that AI can't replicate and replace.
Luo Zhenyu also mentioned the topic of AI in his 2024 New Year's Eve speech, talking about the relationship between technology and people.
He told two stories.
Sui Shaolong, the founder of Frontier Intelligent Technology, wanted to develop an intelligent robot for mining excavators.
He thinks it has a lot of market prospects.
First, the conditions of the mine are difficult, and with this robot, the masters can sit in the office and operate it remotely, saving time and effort, and it is safe.
Second, the boss doesn't need too many people, which can save a lot of labor costs.
At first, he was bent on replacing people with advanced technology.
However, he failed to convince a mine owner.
Until one time, a mine boss confessed to him.
He said: "Mr. Sui, the labor saved with the new equipment is nothing, and what we are really worried about is the safety issue." I have been friends with these masters for two or three generations, how can I open people? If I do this, the window glass of my house will be smashed tonight. ”
This conversation had a particularly great impact on Sui Shaolong.
Since then, he has begun to think about how to use technology to support people, rather than replace people.
"If the owner of the technology is always thinking about how to get people away and collapse the original social network, it is going against the trend of society. ”
In this regard, Luo Zhenyu told another story.
There is an entrepreneur, Wang Kun, who runs a beauty salon in Shenzhen.
He is always wondering: how to use AI in business?
But he quickly stopped in front of the technology.
He has developed a small program that allows customers to book their own time to visit the store and choose a beautician.
But it only took a month for this applet to go offline.
Because Wang Kun found that this will have a serious consequence: young beauticians can no longer grow.
If you are an old customer, you will definitely be willing to choose a beautician you are familiar with, and a new customer will definitely choose an experienced beautician.
Young beauticians have never had a chance.
Source: Visual China
What if you don't use a mini program?
Let's imagine a scenario:
When the customer makes an appointment, there is a time conflict with the familiar beautician.
The store manager can say to the customer, "Ms. Wang, that beautician can't make up time." I just want you to do me a favor, I have a new colleague with good skills and self-motivated, and we have been specially recruited for training for three months. Would you like her to serve you and give her a chance to grow?"
How can a normal consumer afford such a thing?
And this can just meet her psychological needs as a senior who promotes young people.
But this kind of thing will never happen between man and machine, only between man and man.
There is a more illustrative example.
Today's AI can observe and identify students' concentration through AI technology, and once the student is distracted, the AI will immediately send a reminder.
However, brain science research has found that when the mind wanders, the area of the active area of the brain is larger than when the mind is concentrated.
Source: Visual China
Wandering in the learning process is also part of the learning behavior and often stimulates great ideas.
Excessive attention monitoring can lead to the loss of students' ability to control their attention.
Therefore, "technology can go on and on, but human beings must stop at it".
In his speech, Luo Zhenyu also asked everyone a question:
"A group of people who want to get out of the primeval forest will encounter all kinds of difficulties and dangers along the way. There is a man who is super powerful, but has an immortal body. Excuse me, would you choose him to be the expedition leader?"
Luo Zhenyu's answer is "no".
Because of the danger, he dared to die, but he couldn't die anyway.
People have advantages and disadvantages.
It hurts, is afraid of death, and understands love.
Compared to AI, these are human advantages.
Because we can bear the consequences with flesh and blood, with limited lives.
Science fiction writer William Gibson famously said, "The future is here, but it's not evenly distributed." ”
This famous quote seems to be becoming a reality.
Today's digital human live streaming, AI intelligent customer service, as well as powerful AI generation technology, and even high-end AI robots have been more or less distributed everywhere in life.
It is undeniable that AI is becoming a powerful productivity tool in this era, and it will make great changes in human life in the future.
Artificial intelligence was invented to serve humanity.
It's just that no matter what, I hope we don't forget our original intention.
References and some of the image sources:
[1] Luo Zhenyu: "2024 "Friends of Time" New Year's Eve Speech
[2] Comprehensive CCTV News, Nanfang Daily, etc
Author: Peeled green beans. Source: Chopping Wood Academy (ID: kanchaishuyuan) Reading and writing is a kind of power, not limited to self-expression, nor limited to earning money to support the family. The picture in this article comes from the Internet, if there is any infringement, please contact to delete.