live broadcast to bring goods? Have you ever seen the big boss’s AI digital person live broadcast to bring goods? On the evening of April 16, the digital person "Purchasing and Marketing Dong Ge" in the image of Liu Qiangdong appeared in the JD Home Appliances and Home Purchasing and Sales Live Broadcast Room and the JD Supermarket Live Broadcast Room at the same time, attracting more than 20 million netizens to watch. The use of digital people to live-stream goods has also triggered heated discussions among netizens. Some people believe that digital people's live-streaming is indeed a good business, can be copied, is low-cost, and can fill the idle time after live broadcasts; others believe that compared with digital people, Live broadcasters still have shortcomings.
The price is very sincere
is still selling at the original price after the broadcast
Both live broadcasts started at 6:18 pm on the 16th and ended around 7:00. In less than an hour of live broadcast, "Purchasing and Marketing Dong Ge" brought steaks, beef patties, cereals, Lego bricks and other products to the JD supermarket live broadcast room, including South American grass-fed ribeye steak 1kg 69 yuan, 1.2kg grain The beef patties are 59 yuan. By comparison, the price of live broadcast room products is considered low on JD.com. However, the reporter found that although the beef patties were sold out in the live broadcast room, after "Purchasing and Marketing Dongge" went offline, the beef patties could still be purchased in stores at the same price as in the live broadcast room. Reporters from
looked at other steak live broadcast rooms and found that the anchors basically have real objects around them. Some will even bring a pot to teach the audience how to fry it, interact with the barrage, and answer questions raised by the audience. The digital person "Purchasing and Marketing Dongge" does not bring any physical goods. He sits and talks about the "little composition" throughout the whole process. The appearance of the goods is only displayed through slices, and there is almost no interaction with the barrage.
began to have an "AI flavor"
The tone of the latter part improved significantly
According to JD.com, the "Purchasing and Sales Dong Ge" digital person this time is a large-profile digital person driven by AI. Through the Yanxi large model, the image and voice are continuously learned and trained to optimize, vividly restoring the person's expression, posture, gestures, and timbre, and integrating rich emotions. JD.com also said that "it is difficult for users to identify the difference between a digital person and a real person within 120 seconds."
However, in terms of actual experience, the reporter saw in the live broadcast room that traces of splicing can still be seen between "Purchaser Dongge" and the background. The expression on the upper part of the face was also slightly unnatural at first, and the tone of voice could also be heard. It comes out a bit "AI flavor". However, it is said that AI is constantly improving through training and learning. In the second half of the live broadcast, the tone of "Purchasing and Marketing Dong" improved significantly, especially in dealing with the speed of speech and the cadence of intonation. In addition, "Purchaser Dongge" occasionally rubs his fingers when speaking, makes larger hand movements when emphasizing something, and nods from time to time. Some netizens said that this should also be imitated by real people. Habitual actions.
On social media, some netizens believe that "digital human live broadcast has obvious advantages in technology and cost. With the continuous development of AI technology, the appearance and movements of digital human beings are becoming more and more realistic, and the gap with real-person anchors is gradually narrowing." ”, and some netizens believe that “real-person anchors have unique personalities and emotions and can establish deeper connections with audiences. Therefore, virtual live broadcasts are a new attempt, but the charm of real-person anchors cannot be replaced.”
Let me say one more thing
There is still a gap between ai and real people
According to JD.com, the Yanxi digital person with the same model as "Purchasing and Marketing Dongge" has served more than 4,000 brands, and the conversion rate has increased by more than 30% in leisure time, and the cost is less than that of a real person. 1/10 of the live broadcast. It can be said that this product launch is not only to recommend products to buyers, but also to recommend Yanxi Digital People to brands. Before the live broadcast of
, JD.com pre-heated it through various parties, attracting more than one million netizens to watch online. The prices of the products in the live broadcast room were indeed quite sincere, including the digital image of "Brother Purchasing and Selling Dong", although it may not reach the claimed "120 It’s hard to identify within seconds”, but it’s not fake at first glance. And in terms of objective costs, digital people do save more trouble and effort than real people, and the cost of broadcasting is also greatly reduced. But it is undeniable that digital live broadcasts still have some common shortcomings, such as it is difficult to physically bring goods like real people. Nowadays, in the live broadcast room, there are many corporate CEOs and celebrities who personally bring goods. Many netizens appear in the live broadcast room because of the attraction of "emotional value".As for the boss's digital person carrying goods, netizens are surprised to see how many people are willing to place orders for the digital person. Whether the digital person can be more "anthropomorphic" still needs to wait for the test of time.
Yangtze Evening News/Ziniu News reporter Jiang Tiansheng
proofreader Li Haihui
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