Shulou(Shulou.com)11/24 Report--

CTOnews.com June 18 news, with the development of artificial intelligence technology, virtual anchor has been widely used in some live broadcast bases, some merchants even canceled live broadcast, instead of using digital people to bring goods. Compared with real anchor, virtual anchor has the advantages of low cost, flexible time and diversified scenes, but it also faces challenges such as content creation, user interaction and policy supervision. At present, the application of virtual anchor in e-commerce live broadcast is still in its infancy, and its cargo carrying ability and conversion rate are still far behind those of real anchor, and the market prospect remains to be observed.

According to the paper, during 618 this year, virtual anchors came into public view. In a 200-square-meter company, rows of computers and mobile phones are full of digital people broadcasting live, as if an AI carnival without humans. These digital people can freely choose the image and style according to the needs of merchants, and carry out 24-hour uninterrupted live broadcasting with goods. At present, the minimum monthly cost of customizing an AI digital anchor is only about several hundred yuan.

CTOnews.com notes that different merchants have different opinions about the effect of virtual anchors. Some merchants said that after the virtual anchor went online, the transaction conversion rate and GMV have been significantly improved, even far exceeding the real anchor. These merchants mainly sell alcohol and industrial products and other commodities that are not popular live broadcast categories. They believe that virtual anchors can reduce the cost of live broadcasting, solve the problems of venues and scenes, and improve the efficiency of live broadcasting.

But there are also industry insiders bluntly, virtual anchor at present conversion rate is not high, carrying goods ability is far less than real anchor. They believe that virtual anchors have rough pictures, poor speech skills, lack of emotion and personalization, making it difficult to attract users to place orders. Unless the product has a particularly large advantage in price, it is difficult for users to be convinced by virtual anchors. In addition, some head makeup brands also said that digital people are not widely used in store broadcasts at present, but only as a supplement to live anchors, and will not be used in important holiday promotions and prime time.

Industry experts believe that it will take at least 5 to 10 years for virtual anchors to mature. First of all, it needs to have the ability to create content, and be able to interact and communicate with users; secondly, in terms of drawing pixels and algorithms, the requirements are also very high, requiring a mature industrial environment as a foundation. In addition, in terms of policy supervision, there are no clear regulations to guide and define virtual anchor at present, and there are certain risks behind them. Existing platforms have introduced regulatory measures for virtual anchors, requiring them to carry out prominent identification, real-name authentication and registration, and to protect registered virtual human images.

Some insiders believe that in the future, after the combination of large models and digital live broadcasting, digital live broadcasting can really replace live broadcasting.

According to Ai Media Consulting data, the total scale of China's Live streaming eCommerce industry reached RMB 1201.2 billion yuan in 2021, and it is estimated that the scale will reach RMB 2137.3 billion yuan by 2025. According to the prediction of China Business Industry Research Institute, the overall market scale of digital virtual people in China will exceed RMB 270 billion yuan in 2030, among which the identity-type digital people account for RMB 174.7 billion yuan, accounting for 65%; the service-type digital people account for RMB 95.5 billion yuan, accounting for 35%, and the market development space is broad.

As an application of digital people, whether virtual anchor can occupy a place in Live streaming eCommerce in the future remains to be tested by time and technology.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.