AI搅不动今年的“双十一”

Core Insights - The 2025 "Double Eleven" shopping festival has extended to 37 days, with major platforms like JD and Tmall adopting a rolling promotion strategy rather than a single explosive event [1] - AI has become a significant player in this year's festival, with various platforms launching AI-driven features to enhance consumer experience and engagement [2][7] - Despite the high-profile introduction of AI functionalities, consumer awareness and engagement with these features remain low, indicating a gap between marketing and actual user experience [8][9] Group 1: AI Integration in E-commerce - Major platforms have launched AI features, with Tmall introducing six AI shopping applications aimed at enhancing consumer interaction [2] - JD has rolled out its AI strategy with the launch of the "Jingxi APP" and other consumer-facing products, focusing on improving efficiency across the shopping experience [7][18] - Other platforms like Xiaohongshu and Meituan have also introduced standalone AI applications, indicating a trend towards more specialized AI-driven shopping experiences [5][30] Group 2: Consumer Perception and Engagement - A survey revealed that 58.8% of users are unaware of the AI features promoted by e-commerce platforms, and 70.6% do not know where to find these features [8] - Only 23.5% of surveyed users successfully used AI functionalities to locate and purchase specific products, highlighting a significant disconnect between AI capabilities and consumer usage [8] - Users reported mixed experiences with AI, often finding that the recommendations did not align with their personal preferences, leading to frustration and confusion [9][14] Group 3: Future Implications for E-commerce - The integration of AI is reshaping the revenue model of e-commerce platforms, with a shift towards more efficient advertising and transaction processes [21][26] - AI's ability to understand complex consumer queries is expected to enhance user experience, but it requires platforms to optimize their product information and content strategies [28][29] - The future of e-commerce may involve a transformation into a model where each product acts as an entry point for consumer interaction, driven by AI capabilities [31]