ChinaRetail and e-commerce2024 – ongoingJD.com
Richard Liu AI avatar for sales livestreams
JD reported more than 100,000 orders during its founder-avatar livestream debut
Problem
JD was expanding its livestream shopping business and needed programming that attracted viewers.
Approach
An AI avatar of founder Richard Liu hosted JD's home-appliance and supermarket channels in April 2024. JD's Yanxi team adjusted the model using recordings of Liu to reproduce his voice.
Results
Takeaway
The debut combined an AI presenter with the founder's existing public profile. JD did not isolate the avatar's effect on sales.
Categories
- Size
- Large enterprise
- Industry
- Retail and e-commerce
- Business function
- Marketing and sales
- Innovation type
- Process innovation
- AI technology
- Generative AIConversational and voice AI
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
A reporter observed the avatar selling products on JD's channels. JD Supermarket supplied the order and viewing-duration figures; some viewers criticized the presentation as stiff.
Full details are in the original sources.
