【招银研究|行业点评】2025年“双十一”AI化：平台练兵、商家提效、用户尝鲜

Core Viewpoint - The 2025 "Double Eleven" e-commerce promotion saw a total online sales of 1.7 trillion yuan, marking a 14.2% year-on-year increase, with major platforms like Taobao, JD, Douyin, and Pinduoduo experiencing GMV growth between 8% and 15%. The most notable change this year was the emphasis on AI technology in the promotional strategies [1]. Group 1: E-commerce Platforms - The "Double Eleven" event serves not only as a sales competition but also as a test for the technical stability and efficiency of e-commerce platforms. Historical challenges have led to significant technological upgrades, such as Alibaba's transition to a cloud-native architecture [3]. - AI technology was highlighted as a strategic focus for the 2025 event, with platforms integrating AI into various operational aspects, including traffic distribution and consumer experience. For instance, Tmall's president referred to it as the first "Double Eleven" where AI was fully implemented [4]. Group 2: Online Merchants - AI tools were introduced to assist merchants, particularly small and medium-sized businesses, in improving marketing services and decision-making efficiency. These tools helped address operational challenges during the promotional period [8]. - For customer service, AI solutions like JD's Xiao Zhi 5.0 achieved a 98% accuracy rate in answering complex queries, leading to a 31% increase in business conversion efficiency. Tmall's customer service AI handled over 200 million inquiries with an average response time reduced to seconds [9]. Group 3: Individual Consumers - The increase in SKU numbers has led to a decline in consumer experience, prompting platforms to upgrade AI shopping tools to better understand consumer preferences. This year, Tmall introduced six AI shopping tools to enhance the shopping experience [11]. - Despite privacy concerns, consumer acceptance of AI recommendations was high, with 98% of respondents willing to accept AI product suggestions. The presence of clear sources for AI recommendations significantly influenced consumer purchasing decisions [12]. Group 4: Overall Market Trends - The overall growth rate of e-commerce sales has been slowing, with major platforms no longer disclosing specific sales figures for "Double Eleven." However, the event remains a critical testing ground for technological advancements in a high-concurrency sales environment [16]. - The consumer sector is becoming a key area for AI technology transformation, with major global players like Amazon, Google, and Alibaba focusing their efforts here, indicating that future "Double Eleven" events will likely showcase more technological innovations [16].