Artificial intelligence is reshaping e-commerce, but human salespeople still outperform their AI counterparts in livestream shopping. A study by the UBC Sauder School of Business reveals that AI-powered digital streamers don’t significantly boost sales compared to human streamers.
The research analyzed sales data from a fashion retailer on Tmall.com, a major e-commerce platform. It compared 328 products promoted by human streamers, digital streamers, and no streamers. Human streamers notably increased sales, while digital streamers offered only marginal improvements over having no streamer at all.
Market Context and Trends
As e-commerce continues to evolve, livestream shopping is gaining traction. Companies are exploring AI streamers for their cost-effectiveness and 24/7 availability. However, the study highlights that current AI streamers lack the interactive engagement that human streamers provide, which is crucial for driving sales.
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The research indicates that enhancing AI streamers with human-like features—such as realistic voices and real-time interaction capabilities—can improve their effectiveness. A notable finding was that AI streamers capable of answering questions in real-time saw a 25% increase in products sold and an 86% revenue boost.
Implications and Future Prospects
The study suggests a hybrid approach, combining human oversight with AI streamers, could optimize performance. Human streamers can manage multiple AI streamers, stepping in when necessary to engage with potential customers directly.
While AI streamers offer cost benefits, businesses must refine their interaction capabilities to match human effectiveness. The research provides the first real-world evidence of digital streamers’ impact on sales, offering insights into how their design can be improved.
Looking ahead, the integration of advanced AI features could bridge the gap between human and digital streamers, potentially transforming the landscape of online retail. As technology advances, businesses will need to balance cost savings with the need for effective customer engagement to maximize sales.
