Futures

The Rise of AI-Generated Influencers in China’s E-Commerce Livestreaming Market, (from page 20231119.)

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Summary

In China, deepfake technology is transforming e-commerce livestreaming, allowing brands to create AI-generated influencers that can stream 24/7 with minimal human input. With just a minute of video and around $1,000, companies can clone popular streamers, dramatically reducing costs compared to hiring live hosts. This technology, while initially associated with negative uses, is now being embraced by startups and tech giants to enhance marketing efforts. AI streamers can replicate common gestures and speak in real-time, making them effective substitutes for mid-tier human influencers. The rise of these digital clones has led to increased competition and a decline in salaries for human streamers. However, concerns about authenticity and the potential for regulation loom as the technology evolves. Companies aim to develop AI streamers with emotional intelligence and interaction capabilities, with ambitious goals for widespread adoption by 2025.

Signals

name description change 10-year driving-force relevancy
AI-Generated Influencers Deepfake influencers are replacing human streamers in e-commerce, especially during off-peak hours. Shift from human influencers to AI-generated avatars for cost efficiency in marketing. In 10 years, AI-generated influencers may dominate e-commerce, vastly reducing reliance on human streamers. The push for cost reduction and increased efficiency in marketing drives the adoption of AI influencers. 5
24/7 Livestreaming Livestreaming continues around the clock, thanks to AI influencers maintaining viewer engagement. Transition from human-led to AI-led continuous livestreaming, ensuring constant availability. 24/7 livestreaming could become standard practice in e-commerce, with AI managing real-time interactions. Consumer demand for constant engagement and accessibility encourages continuous livestreaming. 4
Cost Reduction in Marketing Brands are increasingly seeking ways to lower costs and improve efficiency in marketing. A trend from hiring multiple human streamers to utilizing fewer AI-generated streamers. Marketing strategies may heavily rely on AI, significantly reducing operational costs and human labor. Economic pressures and the desire for efficiency are pushing brands to adopt AI solutions. 5
Emotional Intelligence in AI AI streamers are being developed to recognize and respond to emotional cues in real-time. From basic scripted interactions to emotionally responsive AI-driven conversations. AI may reach a level where it can engage emotionally, increasing connection with viewers in marketing. Advancements in AI technology and consumer expectations for personalization drive this trend. 4
Regulatory Changes on AI Use Governments and platforms start imposing regulations on the use of AI in marketing. From unregulated use of AI-generated content to more structured and transparent implementations. In a decade, clear guidelines and regulations could shape the ethical use of AI in marketing. The growing concern over misinformation and ethics in AI technology incites regulatory responses. 4

Concerns

name description relevancy
Deception and Misinformation The use of deepfake technology for e-commerce could lead to widespread deception, akin to existing issues in political misinformation and scams. 5
Job Displacement Human e-commerce hosts are facing job losses and decreased salaries due to the rise of cost-effective AI streamers. 5
Lack of Product Authenticity AI streamers may present products without the ability to physically interact with them, diminishing consumer trust in online shopping. 4
Emotional Manipulation As AI streamers become capable of displaying emotions, there could be ethical concerns about manipulating viewers’ feelings for sales. 4
Regulatory Challenges The rapid advancement of deepfake technology may outpace existing regulations, leading to loopholes and misuse in e-commerce. 4
Data Privacy The collection and utilization of data for AI avatars could pose risks for consumer privacy and data protection. 3
Quality Control The automation of livestreaming could result in a decline in content quality, affecting brand reputation and customer satisfaction. 3

Behaviors

name description relevancy
AI-Generated Livestreaming Brands use AI-generated clones of influencers for 24/7 product promotion, significantly reducing labor costs and increasing operational efficiency. 5
Cost-Effective Marketing Automation Companies are leveraging AI to automate repetitive marketing tasks, enabling continuous engagement without the need for human influencers. 5
Emotional Intelligence in AI Future AI streamers may incorporate emotional responses to engage audiences better, adapting their behavior based on viewer interactions. 4
Rise of Digital Influencers The emergence of AI-generated influencers is reshaping the influencer marketing landscape, impacting the employment of human streamers. 5
Real-Time Interaction with AI AI streamers are being developed to interact with audiences in real time, enhancing viewer engagement during livestreams. 4
Regulatory Scrutiny of AI Content Increased attention from platforms and governments on the use of AI in content creation, focusing on transparency and ethical guidelines. 3
Shift in Consumer Trust As AI-generated streamers become common, consumer perceptions of authenticity and trust in digital marketing may shift. 4
Data-Driven Marketing Strategies Brands are utilizing AI to analyze viewer data and adjust marketing strategies dynamically, optimizing sales outcomes. 4

Technologies

description relevancy src
AI avatars that replicate human livestream hosts for e-commerce, reducing costs and maintaining engagement. 5 648de774fbff1434a953141f7652db07
Use of deepfake technology to create realistic avatars for marketing and product promotion. 5 648de774fbff1434a953141f7652db07
Utilization of NLP and large language models to generate scripts for AI livestreamers. 4 648de774fbff1434a953141f7652db07
AI streamers equipped with emotional responses to audience interactions. 4 648de774fbff1434a953141f7652db07
AI systems that adjust marketing tactics based on real-time viewer engagement. 4 648de774fbff1434a953141f7652db07

Issues

name description relevancy
Deepfake Technology in E-Commerce The rise of deepfake technology is transforming e-commerce livestreaming, enabling brands to automate influencer marketing with AI-generated streamers. 4
Impact on Human Livestream Hosts The increasing use of AI streamers is reducing job opportunities and salaries for human livestream hosts in China. 5
Regulatory Challenges The rapid adoption of synthetic media in e-commerce raises questions about regulation and enforcement by the Chinese government. 4
Emotional Intelligence in AI Developments in AI are moving towards incorporating emotional intelligence, affecting how virtual influencers interact with audiences. 3
Market Dynamics in Livestreaming Brands are shifting to AI streamers for cost efficiency, altering the competitive landscape of the livestreaming market. 4
Transparency in AI-Generated Content The need for transparency in AI-generated livestreams is becoming critical, as platforms and governments seek to regulate synthetic media. 3
Consumer Perception of AI Influencers As AI-generated influencers become common, consumer trust and perception of authenticity in marketing may shift significantly. 4
Technological Advancements in AI Cloning Rapid advancements in AI cloning technology are making it cheaper and easier to create digital replicas of human influencers. 4