The Impact of Artificial Intelligence on Live Streaming Commerce: Opportunities and Challenges

Ruijie Yu ()
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Ruijie Yu: Shenzhen University, Affiliated International School (YHV)

A chapter in Proceedings of the International Workshop on Navigating the Digital Business Frontier for Sustainable Financial Innovation (ICDEBA 2024), 2025, pp 710-715 from Springer

Abstract: Abstract The Artificial Intelligence (AI) technology is rapidly changing the live e-commerce industry. This study examines the application of AI technology in live e-commerce and its impact. With the rapid development of live e-commerce in China, AI anchors are gradually being widely used to provide 24/7 live streaming services, increase brand exposure and reduce operational costs. AI technology is not only able to increase sales conversion through personalized recommendation systems, but also attract international consumers through real-time translation. However, there are many challenges associated with AI anchors, including a lack of emotional resonance with viewers, low consumer acceptance of AI, and the potential for unemployment. In addition, privacy and data security issues have raised concerns in the application of AI technology. Nonetheless, AI live e-commerce has brought new changes and innovations to the retail industry, and its potential will continue to expand in the future with the development of technology, making AI live e-commerce promises to be more advanced and specialized.

Keywords: Artificial Intelligence; Live Streaming Commerce; E-commerce Innovation; Consumer Engagement (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-652-9_74

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