AI数字人在直播电商中的角色定位与功能拓展研究

Research on Role Orientation and Function Expansion of AI Digital Humans in Live-Streaming E-Commerce

摘要: AI数字人直播是通过AI技术赋能电商直播，在增加直播互动性的同时，也呈现了一种新颖的购物方式，且AI数字人在直播电商中的角色演进与功能拓展，对于直播电商行业有着重要影响。为此，本文聚焦AI数字人对电商直播中现有的角色定位和主要功能，从“技术–市场–运营”三个层面，剖析存在的角色定位不清、功能拓展碎片化等问题，提出了强化技术研发创新、完善运营培训、加强市场管理、健全行业规范等建议。

Abstract: AI digital human live-streaming empowers e-commerce live-streaming through AI technology. While enhancing the interactivity of live broadcasts, it also presents a novel shopping method. Meanwhile, the evolution and function expansion of AI digital humans in live-streaming e-commerce have had a significant impact on the industry. Therefore, this paper focuses on the existing role orientation and main functions of AI digital humans in e-commerce live-streaming. From the three dimensions of “technology-market-operation”, it analyzes such problems as unclear role orientation and fragmented function expansion, and puts forward suggestions including strengthening technological R&D and innovation, improving operation training, enhancing market management, and perfecting industry norms.