digihuman(BJ:835670) Zhong Jin Zai Xian·2025-06-20 01:32Core Insights - The article highlights the transformation of live streaming on JD.com during the 618 shopping festival, particularly through the use of AI digital hosts, which significantly improved sales performance for brands like Nestlé [1][2][4]. Group 1: Performance Metrics - Nestlé's store GMV increased by 39% month-on-month during the 618 event, with live streaming penetration rising to 9% [1]. - The average order value in the live streaming sessions exceeded 1,000 yuan, and the highest conversion rate reached 21% [1][3]. - The average viewing time in Nestlé's digital live streaming room surpassed 95 seconds, with conversion rates exceeding industry averages [3]. Group 2: Digital Host Implementation - Nestlé adopted JD.com's "highly commercially available digital human" for live streaming, which features enhanced emotional expression and natural movements [2][4]. - The digital host was tailored to appeal to the core demographic of young mothers aged 25-35, utilizing a youthful male image based on actor Luo Dianxia [2]. - The digital host's capabilities included real-time responses to user inquiries and the ability to showcase product details effectively [2]. Group 3: Technological Advancements - The implementation of digital hosts marked the beginning of an automated era in live streaming, with brands only needing to provide product materials while AI handled the rest [4]. - JD.com's digital human technology recently received the "2024 Wu Wenjun Artificial Intelligence Science and Technology Progress Award," underscoring its technological foundation and application value [4]. - Over 17,000 brands utilized digital hosts for regular live streaming during the 618 event, leading to substantial sales returns [4][6].