AI直播对网络电商平台的影响及优化对策研究——基于技术赋能与合规治理的双重视角

The Impact of AI Live Streaming on E-Commerce Platforms and Optimization Strategies—Based on the Dual Perspectives of Technological Empowerment and Regulatory Governance

摘要: 人工智能技术正全面渗透直播电商产业链，推动行业从人力依赖型向智能驱动型加速转型。在运营效率、成本结构、用户体验、合规风控及市场竞争格局等方面，AI直播已产生系统性影响。面对技术变革，如何科学评估AI在直播电商中的应用效果，并据此制定有效的优化策略，已成为业界与学界亟待解决的核心议题。本文系统分析了AI直播在电商平台的核心应用场景及其正向价值与现实困境，并据此提出系统性的优化对策。本研究旨在为电商平台高质量发展提供理论参考，为商家智能化运营提供实践路径，同时为行业规范化治理提供政策建议，助力构建更加健康、高效、可持续的AI直播电商生态。

Abstract: Artificial intelligence technologies are comprehensively permeating the live-streaming e-commerce industry chain, accelerating its transformation from labor-dependent to intelligence-driven models. In areas such as operational efficiency, cost structure, user experience, compliance risk management, and competitive landscape, AI-powered live streaming has exerted systemic influence. In the face of such technological transformation, scientifically evaluating the effectiveness of AI applications in live-streaming e-commerce and formulating effective optimization strategies have emerged as critical challenges for both industry and academia. This paper systematically analyzes the core application scenarios of AI-driven live streaming in e-commerce platforms, along with its positive impacts and practical constraints, and proposes a framework of systematic optimization strategies accordingly. The study aims to provide theoretical insights for the high-quality development of e-commerce platforms, practical pathways for intelligent business operations, and policy recommendations for standardized industry governance, thereby fostering a healthier, more efficient, and sustainable AI-powered live-streaming e-commerce ecosystem.