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Whose job did AI snatch this time? Digital people in the live broadcast room

Recently, on some short video platforms, such a "horrifying" scene can be seen from time to time: the camera sweeps across a room, where dozens of computers are placed on the table, and the anchors on the screen are selling goods online in real time, but the accompanying text reads: "It's too scary, the 200-square-meter live broadcast base is empty, and it's all AI digital people broadcasting live." However, when the camera focuses on the computer screen and looks closely, the anchors appearing in the camera are as realistic as real people.

Since ChatGPT came out, it has once again aroused people's attention and heated discussions on artificial intelligence. Many industries have also accelerated their attempts at "intelligentization". In the field of live streaming, this kind of "AI digital human anchor" has appeared. The reporter noticed that in some companies in Jinan, AI digital human anchors have begun to replace real people and appear in the live broadcast room.

Whose job will AI "steal" this time? Some companies in Jinan are using "AI digital anchors" to replace real people in live broadcast rooms.

Virtual anchors are put on duty in batches

"The digital human live broadcast was tested for three days and was very stable. There were no system problems or platform violations." Chen Lei, general manager of Maimang New Media, has been deeply involved in the field of self-media for more than ten years. When the "AI digital human anchor" appeared, he keenly captured this new trend.

Chen Lei introduced that digital human is not a new term. Previously, Luo Tianyi, Liu Yexi and others were all popular virtual idols, but they are still different from the currently popular digital human anchors.

AI digital people, also known as "2D hyper-realistic digital people", are closer to ordinary people. If you don't look carefully, you can easily mistake them for real people. "With the help of AI technology, you can generate a virtual digital person, or you can 'clone' a real person." Chen Lei reminded, "Compared with the former, the latter will have risks such as infringement of portrait rights."

A few days ago, Chen Lei officially introduced the "AI digital human anchor" into the live broadcast room. "Various water parks will soon become consumer hotspots. We posted a group purchase link in the live broadcast room, and then used the 'AI digital human anchor' to automatically explain."

Chen Lei also pointed out that the functions that "AI digital human anchors" can achieve are still very limited. In form, they are more like a "recorded broadcast". The most straightforward way to put it is that they are "mouth replacements" for real anchors. "The effect of a single digital human is limited. Now many companies have many digital human anchors online at the same time."

24-hour live broadcast

In Chen Lei’s opinion, the reason for choosing “AI digital human anchor” is very simple: it is cheap.

In recent years, live streamers have become a regular position in many companies. The reporter saw from some recruitment platforms that in Jinan, the monthly salary for a live streamer ranges from a few thousand to tens of thousands. "This is just the basic salary, and there is usually a commission." Chen Lei said that if you want to recruit experienced and mature live streamers, it is even more difficult, "the human cost of the company is very high."

Compared with this, the advantages of "AI digital human anchor" are particularly obvious. The reporter searched and found that the annual service price of digital human anchor business on the market currently generally ranges from several thousand yuan, the highest is only tens of thousands of yuan, and some are even as low as a few hundred yuan. Moreover, the main feature is "hard work and no complaints". They can sell goods uninterruptedly 365 days a year, 7×24 hours, without paying five insurances and one fund, let alone taking commissions.

However, Chen Lei also admitted that after testing, the "AI digital anchor" can indeed solve the problem of anchor manpower, but it puts higher requirements on operations. "If there is no one to guide in the comment area, it is actually difficult to achieve conversion by relying only on digital anchors."

Therefore, Chen Lei believes that "AI digital anchors" are not omnipotent and should be viewed rationally. "They cannot completely replace humans, but can only replace some 'novice' anchors."

Digital humans bring new business opportunities

Recently, the Douyin platform released the "Platform Specifications and Industry Initiatives on AI-Generated Content", responding to issues of general public concern such as virtual human live broadcasts, AI-assisted content generation, and whether traffic supports AI content, and making corresponding restrictions.

"It is generally believed in the industry that this is the first pass issued by the platform. The constraints also mean standardization. More platforms will follow up and express their attitudes in the future." Chen Lei said that "AI digital human anchors" may be popularized faster.

So far, many Internet giants have joined the game. At the end of February this year, Tencent released the AI intelligent creation assistant "Tencent Smart Film", which focuses on everyone being able to create a digital human. As early as last year's Baidu World Conference, the "Baidu APP Digital Human Plan" proposed to achieve "one digital human per capita". In addition, business departments in Nanjing and other places have launched digital human-related entrepreneurial plans to help merchants develop online.

Chen Lei also shared the latest digital human anchor service on WeChat Moments. For a welfare price of 2,980 yuan, one can get 60 minutes of usage time and one-year use rights of 20 shared digital human anchors, as well as free online learning courses and 1-on-1 technical service support.

"In the past, many concepts were just passing fads, but currently the industry is generally optimistic about 'AI digital human anchors.'" Chen Lei also boldly predicted that digital humans may become standard equipment for companies in the future.



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