乡村振兴背景下人工智能赋能农村电商直播的路径研究与反思

Research on the Pathways and Reflections of AI Empowering Rural E-Commerce Live Streaming under the Background of Rural Revitalization

摘要: 乡村振兴战略背景下，越来越多先进科技被引入乡村建设环节，农村电商直播作为农产品增收的核心渠道，近几年也涌现出多样化形态，但内容同质化、专业人才匮乏、供应链支撑薄弱、消费者信任危机成为当下困境。本文在梳理农村电商直播发展现状基础上，分析AI赋能维度，包括但不限于内容生产、营销推广、供应链管理、环境与信任建构，以及人才组织培训。同时本文剖析了AI赋能面临的基础设施薄弱、技术成本高、伦理风险、数据孤岛、内容缺乏情感和在地化等现实挑战，并提出夯实数字基建、加强人才培训、研发轻量级普惠方案、构建数据共享体系、坚持以人为本的发展理念应对措施，以期为数字时代的农村电商直播构建人机协同生态与可持续性发展提供参考。

Abstract: Against the backdrop of the rural revitalization strategy, an increasing number of advanced technologies have been introduced into rural development initiatives. As a core channel for increasing agricultural product sales, rural e-commerce live streaming has witnessed the emergence of diverse forms in recent years. However, challenges such as content homogenization, a shortage of professional talent, weak supply chain support, and consumer trust crises have become pressing predicaments. On the basis of reviewing the current development status of rural e-commerce live streaming, this paper analyzes the dimensions of AI empowerment, including but not limited to content production, marketing promotion, supply chain management, environment and trust construction, and talent organizational training. Meanwhile, this paper examines the practical challenges confronting AI empowerment, including inadequate infrastructure, high technological costs, ethical risks, data silos, and the lack of emotional resonance and localization in AI-generated content. Corresponding countermeasures are proposed, including strengthening digital infrastructure and talent training, developing lightweight and inclusive solutions, constructing data-sharing systems, and adhering to a human-centered development philosophy, with the aim of providing references for constructing a human-machine collaboration ecosystem and promoting the sustainable development of rural e-commerce live streaming in the digital era.