3 6 Ke·2025-12-09 12:00Core Viewpoint - JD.com is enhancing its live-streaming e-commerce strategy by offering free access to its AI digital human live-streaming service for all merchants, aiming to boost engagement and sales in the competitive e-commerce landscape [1][4]. Group 1: Digital Human Live-Streaming Service - JD.com has announced that its digital human live-streaming service is now free for all merchants, allowing them to create their own AI hosts by subscribing through the JD Mai service market [1]. - The digital human service offers various features tailored to different merchant needs, including 24/7 streaming for small businesses and customizable high-end digital hosts for brands [1]. - As of now, JD's digital human service has served over 45,000 brands, indicating significant adoption and interest in this technology [1]. Group 2: Cost Efficiency and Operational Benefits - The cost of using JD's digital humans is reported to be as low as one-tenth of that of human live-streamers, providing a cost-effective solution for merchants [3]. - Digital humans can operate continuously without breaks, ensuring consistent content output and addressing high labor costs associated with traditional live-streaming [3]. - The technology aims to alleviate content supply issues that JD has faced in its live-streaming efforts, contrasting with platforms like Douyin and Kuaishou that have different content ecosystems [3][4]. Group 3: Market Challenges and Limitations - Despite the advantages, there are concerns regarding user acceptance and whether digital human live-streaming can significantly increase GMV (Gross Merchandise Volume) and profit margins for merchants [4]. - The success of digital human live-streaming may be limited as it still requires merchants to follow traditional live-streaming logic, raising questions about its overall impact on JD's GMV, which is already in the trillion-yuan range [4][6]. - JD's self-operated model in live-streaming may create apprehensions among merchants, as the platform also competes with them, unlike more successful platforms that encourage a diverse range of merchants and hosts [6].