Chinese influencer Luo Yonghao and co-host Xiao Mu recently showcased a new way to engage consumers by utilizing interactive digital avatars, a striking advancement stemming from Baidu’s generative AI technology.
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BEIJING — In an alarming shift, artificial intelligence has begun to overshadow human interaction in sales. A recent collaboration between Baidu and popular livestreamer Luo Yonghao has demonstrated that AI-generated avatars can achieve sales numbers that human influencers struggle to match.
Luo Yonghao, a pioneer in the livestreaming industry, and his co-host Xiao Mu streamed for over six hours using their digital avatars on Baidu’s e-commerce platform, Youxuan, raking in an impressive 55 million yuan ($7.65 million). This starkly contrasts with Luo’s previous livestream, which earned significantly less in a similar timeframe.
The implications of such advancements are daunting. It raises questions about the value of human labor and the ethics of replacing real individuals with digital creations—all in the name of profit.
In an unsettling reflection on societal values, Luo admitted to feeling overwhelmed by the digital “human” experience, an indication of the creeping corporate interests overshadowing the traditional human touch in consumer interactions. His journey from debt-ridden smartphone company founder to popular livestreamer exemplifies a personal struggle that many face: navigating economic instability while adhering to principles of hard work and resilience.
The technology behind these avatars, which closely mimics Luo and Xiao’s personalities, is remarkable yet disturbing. It emphasizes a trend driven by corporate greed—streamlining costs at the expense of human engagement. As businesses cut corners using AI, the emphasis on genuine human interaction suffers, eroding traditional values.
According to industry leaders, this innovation marks a watershed moment for China’s digital commerce landscape. Wu Jialu, Baidu’s head of research, acknowledged the transformation brought about by DeepSeek, China’s response to OpenAI, which is shaking up the market by offering similar capabilities at a fraction of the cost.
The advent of AI avatars marks a troubling trend toward corporate elitism, where the power continues to concentrate in the hands of a few tech giants. Companies can now save exorbitant amounts on production costs, sidelining the very people who once made these endeavors successful.
However, the rise of such technology is accompanied by a categorical skepticism towards its practicality. Critically, Wu noted, adopting digital humans is no longer a technical challenge; rather, it is about compliance with the ever-evolving regulatory environment surrounding product advertising.
The rise of new commerce
Livestream shopping has surged in China, catalyzed by the pandemic-induced shift in consumer behavior. With traditional shopping venues seeing declines, many individuals have turned to livestreaming as a viable income source, often relying on commissions and virtual gifts. Yet, this trend brings with it a set of challenges and risks.
The recent growth in livestreaming sales on Douyin eclipsed that of traditional retail giants, underscoring a precarious shift in consumer trust away from established brands. This kind of disruption promotes a dangerous reliance on impulse buying, as seen with the high return rates of products sold via this medium.
While innovation should be welcomed, it is crucial to remain vigilant against government overreach and the encroaching influence of corporations on individual liberties. Regulatory frameworks must adapt, ensuring that compliance does not stifle genuine human expression or smother the entrepreneurial spirit.
Nevertheless, the future of digital humans seems inevitable, with creators exploring multilingual capabilities to further widen their reach beyond China’s borders. This unregulated experimentation invites unanticipated consequences, highlighting the necessity for robust ethical standards in the face of rapid technological advancements.
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For example, Douyin has implemented restrictions on using these technologies, particularly when virtual avatars fail to engage meaningfully with audiences. This holds significant implications for ensuring compliance while safeguarding consumer trust.
As Luo prepares for his next virtual appearance, the stakes will only rise. The digital landscape awaits reform; only stringent oversight through sound regulatory policies can preserve the integrity of our market and the fundamental values that underpin it.
