JD Live has a new anchor: Liu Qiangdong.
"Long time no see, I am your old friend Liu Qiangdong..." At 6:18 pm on April 16, "Brother Liu Qiangdong", who is the image of JD.com founder and chairman of the board of directors, also appeared on JD.com Home Appliances and Home Products , Jingdong supermarket purchasing and selling live broadcast room.
"Sitting here today, I have to lament how time flies. In the blink of an eye, JD.com has been established for more than 20 years. When JD.com first started to do e-commerce, online shopping was just emerging, and there were very few products to choose from, including fake and inferior goods. There are so many more. I founded JD.com just to make the products available to everyone convenient, fast and cheap, while also ensuring the quality of the products." After a brief warm-up of 5 minutes, the Dong Ge digital person quickly started selling goods. Personal life and opinions not talked about much.
According to Jingdong Supermarket’s disclosure, the purchasing and marketing Dongge AI digital person broadcast for 30 minutes, and the number of viewers in the live broadcast room exceeded 10 million; in just 40 minutes, the number of viewers in the live broadcast room exceeded 13 million, creating the largest number of viewers since the launch of Jingdong Supermarket’s purchasing and marketing live broadcast room The peak number of people; the number of views in the past hour exceeded 20 million, and the average length of stay of users during the live broadcast period reached 5.6 times the daily average. Within 40 minutes, the overall order volume in the live broadcast room exceeded 100,000. During the
live broadcast, the purchasing and marketing Dongge AI digital person explained 13 products, and the overall order volume increased by an average of 7.6 times compared with the previous week; JD Supermarket's "Ten Billion Agricultural Supplement" goods, the transaction volume increased by an average of 5.7 times in the first half hour of the broadcast.
This is also the first live broadcast of "Liu Qiangdong" on JD.com app. In the warm-up video released by JD.com, "Liu Qiangdong" introduced himself as JD Yanxi AI digital person. The reporter observed that in the live broadcast room, Liu Qiangdong's digital person carried products including Hisense air conditioners, Skyworth TVs, blueberries, milk, Corn and other daily necessities.
According to the reporter's observation in the live broadcast room, Liu Qiangdong's digital version is indeed quite similar to the real person: both the appearance, demeanor and voice tone imitate Liu Qiangdong's own habits, but many netizens still commented that it was too stiff. Calling JD.com and asking Liu Qiangdong to broadcast in person, "The copycat version of Dong Ge still lacks some emotions."
Will "Purchasing and Sales Dong Ge" return to the live broadcast room in the future? At present, there is no response from JD.com, but according to the reporter’s understanding, Dongge digital people are likely to work again in the future.
According to what JD.com told The Paper, in order to create a real "Brother Dong", the technical team made many adjustments to the big model: the speech materials "fed" to the big model at first, although full of passion and explosive power, were too formal. . To this end, they used the latest recorded chat as the main material, including Liu Qiangdong’s own travel experience, and then extracted the rhythmic characteristics of a 5-minute speech and fed it to the large model. Through continuous optimization, they finally created the "Purchasing and Sales Dongge" AI Digital people are very close to their own voices.
Liu Qiangdong participated in the live broadcast this time, mainly to further warm up JD.com’s content ecology and short video creation. According to the intellectual property information of Tianyancha, Jingdong has recently applied to register trademarks such as "Lao Liu Special", "Youjing Home Products" and "Yuantou Price". The international classification involves advertising sales, clothing, shoes and hats, etc. The current trademark status is Awaiting substantive review.
On April 10, JD.com announced its large-scale entry into short video, investing 1 billion in cash and 1 billion traffic as rewards. However, compared to Taobao’s Li Jiaqi and Douyin’s Dong Yuhui, JD Live has not yet given birth to a “big brother”. At present, “Dong Ge” seems Is a strong competitor.
is testing the waters through "Purchasing and Marketing Dongge". Does JD.com hope to achieve "overtaking in corners" through digital anchors? Is it reliable for digital people to bring goods?
In terms of technology, JD.com said that for merchants or agents with multiple live broadcast needs, Yanxi Digital People can enable thousands of live broadcast rooms to be broadcast simultaneously on the cloud without the need for local computer configuration, further reducing the cost of broadcasting by 30%. Switch between live anchors and digital anchors, unattended 24 hours a day.
However, from the perspective of practical application, the person in charge of many leading live broadcast rooms told reporters that people who officially invest in digital still need to be cautious. “To be able to make money in a live broadcast room, it depends on the good management of people, goods, and sites. There are also For the accumulation of brands in live broadcast rooms, digital people are just tools."The relevant person in charge of "Make a Friend" in the head live broadcast room told The Paper that in his opinion, the current digital human technology is still very rudimentary. The company has also tried to use digital human live broadcasts before, but the effect was not good. "Digital human technology is still very rudimentary. Human live broadcasting is still immature. Jingdong uses Liu Qiangdong’s digital human and also uses Liu Qiangdong’s IP. In fact, digital human anchors may still be 3-5 years away from official commercial use. "
There are also many companies using the concept of digital people to "cut leeks." The "2024 Artificial Intelligence Security Report" shows that AI-based deep forgery fraud cases will show an alarming growth trend in 2023, with a growth rate of as high as 3,000%.
A digital person The person in charge of the company told reporters that at present, digital people still need to be viewed from two sides. There are indeed many organizations in the industry that have an "AI" internet celebrity mentality. The use of digital people is an emerging industry and they take advantage of information gaps to gain profits. In terms of behavior, It has been suspected of fraud, and many similar lawsuits have occurred. However, leading companies such as Baidu, Tencent, and Kuaishou have also deployed digital human research and development, and compliant digital human products still have great commercial potential in the future.
It is worth noting that for
. Digital human live broadcast, the current platform specifications are still being improved. On March 26, the Douyin Security Center issued a governance announcement on the improper use of AI to generate virtual characters, stating that illegal use of AI to generate virtual characters will be strictly punished and violate scientific common sense and engage in fraud. Content that spreads rumors.
According to the announcement, Douyin will focus on three types of content: using AI to generate fake foreigners, fake elites, and using AI to generate images to deceive interactions. In addition to conventional punishment methods such as account bans, the announcement also specifically mentioned: " The platform has grasped clues that some illegal gangs have improperly used AI to generate virtual characters for use in crimes, and will call the police to crack down on them. "
Douyin has previously released the "Douyin Platform Specifications and Industry Initiatives for Artificial Intelligence Generated Content", which mentioned that the virtual anchor's image and content must be registered in advance. Before the virtual anchor starts broadcasting, users can go to the "Douyin Creator Center- Anchor Center - Category Anchor Certification" Find the certification registration entrance. Virtual anchors who have not been reported by the platform cannot start broadcasting. In addition, virtual live broadcasts must be clearly marked to help users distinguish virtuality from reality. The platform will provide unified artificial intelligence-generated content identification capabilities , to help creators mark and facilitate users to distinguish between virtual and reality
.