Can digital people eat anchor meals
2023-10-09
With the development of generative artificial intelligence, virtual digital humans are becoming a new darling in the e-commerce industry. They have lifelike faces, rich facial expressions and movements, and authentic conversation sounds, with a great potential to replace live streamers. Not long ago, a leading MCN organization announced an increase in the digital person live streaming segment, and major mainstream short video and e-commerce platforms have also introduced relevant initiatives and launched official digital people, demonstrating the industry's enthusiasm for integrating AI into live streaming e-commerce scenarios. In fact, not only in the field of live streaming sales, virtual digital people have already frequently appeared in many scenes such as concerts and scenic spots. Data shows that currently, there are nearly 140 million anchor accounts in China, with virtual anchors accounting for up to 40% of them. From digital front desk and training instructors to live streamers and virtual idols, virtual digital humans have transformed into various roles, assuming the functions that live streamers have previously undertaken. One important reason for the popularity of virtual anchors is the scarcity of excellent anchors. The report shows that the talent gap for live streaming in China was 8 million in 2021, and this number is expected to increase to 19.415 million by 2025. In the face of a huge talent gap, virtual anchors are seen as the best choice to fill their roles. Lower costs are the internal driving force behind the continuous rise in popularity of virtual anchors. Especially for small and medium-sized businesses with a large scale, their desire to become live streaming e-commerce is limited by issues such as high production barriers, limited energy, and poor expression ability. Traditional live streaming rooms mean high labor, equipment, venue, and operational costs, while having a digital avatar only costs 1000 to 10000 yuan, which is simply not cost-effective. Not only that, digital people are also tireless, focusing on 24-hour uninterrupted live streaming, helping businesses capture natural traffic during scattered periods, which can be said to reduce costs and increase efficiency, and achieve more with one go. Although many people have doubts about the transaction conversion rate of virtual anchors, considering their low cost, the delivery data in some scenarios is still impressive, and some aspects are even better than live anchors. However, it is still too early to conclude that 'digital people have eaten the anchor's meal' based on this. An industry consensus that cannot be ignored is that digital people have lowered the threshold for broadcasters, but have not lowered the threshold for live streaming. The objective pain points of not matching the mouth shape, out of sync sound and picture, unnatural movements, and slow Q&A feedback all point to a problem, which is the lack of realism and interactivity of virtual anchors, which affects the consumer experience. Real time interaction is a key step in completing transaction conversion through live streaming and sales. If digital people want to truly enjoy the anchor's meal, they still need to continue their efforts. On the one hand, it promotes industry denoising and continuously iterates and innovates to launch more intelligent and high-quality digital people, creating a more thoughtful experience for consumers. Digital human production involves multiple technical fields such as computer graphics, artificial intelligence, machine learning, and motion capture, and its quality and fidelity depend on a large amount of data collection and model optimization. In daily life, some high-quality virtual anchors can fake and confuse reality, which is changing consumers' stereotypes of virtual humans. However, it cannot be denied that most live streaming rooms are filled with "dummy" anchors with varying qualities and average effects. Under the rapid progress of collective prosperity, there is an urgent need for digital talent enterprises to focus on technology and innovation. On the other hand, identifying digital people
Edit:Hou Wenzhe Responsible editor:WeiZe
Source:economic daily
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