Recently, on short-video platforms, one may occasionally come across a startling scene: the camera scans a room filled with dozens of computers, with live-streaming hosts selling products in real-time on the screens, accompanied by captions like, "Terrifying! A 200-square-meter live-streaming base is completely empty, with only AI digital human hosts." However, upon closer inspection, these hosts on the screens appear incredibly lifelike.
Since the advent of ChatGPT, artificial intelligence has once again sparked widespread attention and discussion, prompting many industries to accelerate their "smart" transformations. In the live-streaming e-commerce sector, "AI digital human hosts" have emerged. Reporters have observed that in some companies in Jinan, AI digital human hosts have begun to replace real people in live-streaming rooms.
So, whose jobs will AI take away this time? Some enterprises in Jinan are using "AI digital human hosts" instead of real people in their live-streaming rooms.
Virtual Hosts Go Live in Batches
"We tested the digital human live-streaming for three days, and it was very stable with no system issues or platform violations," said Chen Lei, general manager of Maimang New Media, who has over a decade of experience in the self-media industry and quickly recognized the potential of AI digital human hosts.
Chen explained that digital humans are not a new concept, with virtual idols like Luo Tianyi and Liu Yexi having gained popularity in the past. However, there are differences between them and the current digital human hosts. AI digital humans, also known as "2D ultra-realistic digital humans," resemble ordinary people closely and can easily be mistaken for real individuals. "With AI technology, we can create a virtual digital human or even 'clone' a real person," Chen cautioned, noting that the latter carries risks of infringing on portrait rights.
A few days ago, Chen officially introduced AI digital human hosts into his live-streaming room. "As water parks are about to become a consumption hotspot, we've placed group-buying links in the live-streaming room and used AI digital human hosts to provide automatic explanations," he said.
Chen also pointed out that the current capabilities of AI digital human hosts are limited, resembling a form of "recorded broadcast" or a "mouthpiece" for real hosts. "The effect of a single digital human is limited, so many companies now have multiple digital human hosts online simultaneously," he added.
24/7 Non-Stop Live-Streaming
For Chen, the reason for choosing AI digital human hosts is simple: they are cost-effective. Over the years, live-streaming hosts have become a standard position in many companies. According to job postings on recruitment platforms in Jinan, the monthly salary for a host ranges from a few thousand to tens of thousands of yuan, not including commissions. Hiring experienced hosts is even more challenging and costly, resulting in high human resource expenses for enterprises.
In contrast, the advantages of AI digital human hosts are evident. The annual service prices for digital human host services on the market generally range from a few hundred to several thousand yuan, with the highest being a few tens of thousands. Moreover, they can work tirelessly 365 days a year, 24/7, without requiring social insurance or commissions.
However, Chen admitted that while AI digital human hosts can address the issue of host availability, they place higher demands on operations. "Without guidance in the comment section, it's difficult to achieve conversions solely with digital human hosts," he said.
Therefore, Chen believes that AI digital human hosts are not a panacea and should be viewed rationally. "They cannot completely replace humans and can only replace some novice hosts," he said.
Digital Humans Bring New Business Opportunities
Recently, Douyin (the Chinese version of TikTok) released platform norms and industry initiatives regarding AI-generated content, addressing concerns such as virtual human live-streaming, AI-assisted content generation, and traffic support for AI content, and imposing corresponding restrictions.
"The industry generally believes this is the first green light from a platform, and the restrictions also imply standardization. More platforms are expected to follow suit and express their stances," Chen said, suggesting that AI digital human hosts may see faster adoption.
So far, several internet giants have entered the market. In late February, Tencent launched its AI smart creation assistant, "Tencent Zhiying," enabling everyone to create digital humans. During last year's Baidu World Conference, the "Baidu APP Digital Human Plan" was announced, aiming to provide "one digital human per person." Additionally, commerce departments in cities like Nanjing have launched digital human entrepreneurship programs to help businesses go online.
Chen also shared the latest digital human host services on his social media, offering a one-year subscription to 20 shared digital human hosts with 60 minutes of usage time for just 2,980 yuan, along with online learning courses and one-on-one technical support.
"Many concepts in the past were short-lived, but the industry is generally optimistic about AI digital human hosts," Chen predicted, suggesting that digital humans may become a standard feature for companies in the future.
Condensed Version
Recently, short-video platforms have featured lifelike AI digital human hosts replacing real people in live-streaming e-commerce, sparking discussions about job displacement. In Jinan, some companies have adopted these virtual hosts due to their cost-effectiveness and ability to work non-stop. Unlike traditional virtual idols, AI digital humans resemble ordinary people and can be created or "cloned" using AI technology, though the latter raises legal concerns.
While AI digital human hosts offer 24/7 live-streaming without the need for commissions or social insurance, their capabilities are currently limited, requiring human guidance for effective conversions. Thus, they are seen as a replacement for novice hosts rather than a complete substitute for humans.
Platforms like Douyin have begun regulating AI-generated content, indicating a trend towards standardization and wider adoption. Internet giants like Tencent and Baidu have entered the market, and local governments are supporting digital human entrepreneurship. With affordable services and industry optimism, digital humans are expected to become a standard feature for companies, though their full potential remains to be seen.