告别 "模板化虚拟人"：让数字人成为品牌的 "数字分身" 传统数字人服务常陷入一个尴尬的陷阱：企业花了大价钱，拿到的却只是个 "通用模板改造款"—— 虚拟形象的语言风格、交互逻辑和品牌调性若即若离， 甚至可能因文化误读引发争议。 在数字经济与实体经济深度交融的 2025 年，品牌竞争早已不止于 "产品功能" 的比拼，而是升级为 "体验生态" 的较量 —— 从单向传播转向与用户的双向共 生。当消费者对 "千篇一律的虚拟形象" 逐渐审美疲劳，当企业被困在数字人服务 "有形无魂、能用难精" 的困境里，现在推出的数字人贴牌服务，正以 "品 牌基因深度融合、技术能力全程托底、商业生态持续赋能" 为核心，为企业打造 "专属智能生命体"。这让数字人从单纯的 "工具" 蜕变为 "品牌战略资产"， 重新定义企业与用户、市场、未来的连接方式。 现在的数字人通过 "品牌 DNA 解码 — 数字人基因重组 — 动态适配进化" 的三阶模型，让虚拟形象真正成为品牌的 "数字分身"。 就像某国际奢侈品牌，其核心价值是 "时间沉淀的优雅与永恒的创新"。客易云团队深入分析了品牌百年历史中的广告影像、用户访谈和社交媒体互动数 据，提炼出 "慢节 ...

Group 1: Company Developments - Huoshan Engine is currently testing a new digital human platform named "Chimera," which is in a closed beta phase and will begin public testing by the end of the month [1] - The Chimera platform, developed by ByteDance's intelligent creation digital human team, will offer services such as digital humans, image dressing, and video translation, with a future pricing model based on usage or video generation duration [1] - Huoshan Engine has been actively expanding in the digital human sector, having received the first batch of digital human system capability certification from the Ministry of Industry and Information Technology in June 2022 [1] Group 2: Industry Trends - The digital human industry is experiencing rapid growth, driven by technological advancements, market demand, and capital investment, creating a positive feedback loop [2] - With the maturation of AI large models and multilingual interaction technologies, digital humans are expected to expand their application scenarios and enhance interaction experiences, leading to large-scale industry development [2] - Market forecasts predict that the digital human market will reach a scale of 5.91 billion yuan by 2025 and could grow to 25.05 billion yuan by 2029 [2] Group 3: Other Company Initiatives - ShengTian Network has developed technologies for AI virtual social interactions, AI virtual human companions, and AI virtual human avatars, with plans to launch features supporting various roles such as AI therapists and AI hosts [3] - Yidian Tianxia's KreadoAI can create virtual characters and anime figures through text-to-animation technology [4]

Core Viewpoint - The article emphasizes the evolving nature of marketing, highlighting the relevance of Philip Kotler's "Marketing Management" in today's rapidly changing business environment, particularly with the rise of digital marketing and AI technologies [2][3][28]. Group 1: Historical Context of Marketing - In 1967, Kotler's "Marketing Management" emerged during a time of significant market changes, including overproduction, media revolution, and globalization, which reshaped marketing practices [20][24][26]. - The book has undergone multiple iterations, reflecting the continuous evolution of marketing theories and practices to adapt to market changes [9][10][61]. Group 2: Key Marketing Concepts - Kotler warned against confusing advertising with marketing and emphasized the importance of customer experience over mere product sales [3][39]. - The article discusses the AIDA model introduced by Elmer Lewis, which outlines the steps a consumer goes through before making a purchase [11][12]. - The 4P theory (Product, Price, Promotion, Place) proposed by McCarthy is highlighted as a foundational concept in modern marketing [17][18]. Group 3: Challenges and Opportunities in Marketing - The rise of live streaming and digital personas presents new challenges for marketers, necessitating a shift in strategies to engage consumers effectively [28][29]. - Kotler's insights from 20 years ago regarding the Chinese market still resonate today, emphasizing the need for companies to focus on customer share rather than market share [36][37]. Group 4: Strategies for Competing in Marketing - Kotler suggests three strategies for competing in saturated markets: benchmarking, reverse engineering, and technological advancement [44][45]. - The article stresses that successful marketing requires a deep understanding of consumer needs and the ability to provide value beyond the product itself [40][42]. Group 5: The Future of Marketing - The article concludes that the principles outlined in Kotler's work remain crucial for marketers today, as the market continues to evolve rapidly with new technologies and consumer behaviors [56][60].

Core Viewpoint - xAI, founded by Elon Musk, has launched a companion mode in its Grok AI platform, allowing users to interact with virtual girlfriends, including options for NSFW content, currently available to SuperGrok subscribers at $30 per month [1][2]. Group 1 - The companion mode allows users to select virtual avatars, primarily featuring an anime character named Ani and a cartoon panda named Rudy [1]. - The NSFW mode, which provides more explicit content, is optional and not enabled by default to avoid impacting regular user experience [1][2]. - The SuperGrok subscription, which costs $30 per month, is required to access the companion mode, although it has recently been made available to free iOS users as well [2]. Group 2 - xAI plans to expand the range of virtual characters and may collaborate with celebrities to create NSFW digital personas, potentially introducing a revenue-sharing model for those celebrities [2].

Core Viewpoint - The emergence of AI-driven platforms like OhChat allows users to create digital avatars for adult content interaction, providing a new avenue for income generation without the need for physical presence [3][9][10]. Group 1: AI and Adult Content Creation - OhChat enables creators to generate a digital persona by submitting photos and engaging with an AI for about 30 minutes, allowing the AI to learn their voice and style [9]. - The platform offers a subscription model similar to OnlyFans, with prices ranging from $4.99 to $29.99, and creators receive 80% of the revenue [10]. - Creators can choose the level of interaction and explicitness, with different tiers available, enhancing user engagement while minimizing creator workload [9][10]. Group 2: Market Dynamics and User Engagement - The platform addresses the growing demand for personalized interaction in adult content, as many creators struggle to keep up with fan engagement on traditional platforms [22][27]. - Users can filter digital avatars based on specific preferences, creating a highly tailored experience [12]. - The AI-driven interaction can provide a more consistent and engaging experience compared to human-operated accounts, which often rely on outsourced labor [34][35]. Group 3: Technological Advancements - The technology behind digital avatars involves advanced techniques such as face driving, audio-to-lip synchronization, and large language models, ensuring a realistic interaction experience [19][21]. - The maturity of AI technology has made it feasible to create convincing digital personas that can engage users effectively [21][46]. Group 4: Societal Implications - The rise of AI companions reflects a broader trend of increasing loneliness and the desire for emotional connection, as many individuals turn to AI for companionship [42][60]. - The business model of AI-driven interactions raises ethical questions about the nature of emotional engagement and the implications of substituting human interaction with AI [36][37].

Group 1 - The emergence of OhChat allows users to create digital avatars for adult content interaction, enabling a new form of income generation without direct involvement in adult work [1][4][25] - Creators can earn 80% of the revenue from subscriptions, which range from $4.99 to $29.99 per month, providing a more lucrative option compared to traditional platforms like OnlyFans [6][8] - The platform utilizes AI to replicate the creator's personality and communication style, enhancing user engagement through personalized interactions [4][10][20] Group 2 - OhChat addresses the growing demand for personalized interaction in adult content, filling the gap between creator availability and user expectations [25][34] - The platform's business model is seen as a blend of OnlyFans and AI technology, attracting significant investment interest, including $4.5 million in funding shortly after its launch [34] - Ethical concerns arise regarding the implications of AI in adult content creation, particularly in terms of emotional engagement and the nature of human interaction [36][55]

Group 1 - The recent 618 shopping festival showcased the increasing appeal of live-streaming sales, with former top streamers either attempting to transition or exploring comebacks [1] - Notably, the digital persona of Luo Yonghao, in collaboration with Baidu, generated significant sales, achieving a GMV of 50 million in just four hours during a live stream [1] - The AI-generated script for the live stream was extensive, totaling 97,000 words, and the digital persona executed 8,300 actions, demonstrating advanced capabilities in content delivery [1] Group 2 - Viewers reported that the digital persona effectively replicated Luo Yonghao's style, providing a natural interaction experience during the live stream [4] - The rise of digital personas is prompting live-streaming teams to consider their implementation, as they can mitigate risks associated with human hosts, such as emotional instability and unpredictable behavior [4] - Innovations in AI, such as Google's NotebookLM and the AI podcast feature from Doubao, are enhancing content creation efficiency, allowing for more cost-effective presentation methods [4] Group 3 - The use of digital personas may reduce the workload for live-streaming teams, as noted by industry professionals [5] - However, there is a belief that AI's impact will primarily affect those who lack substantial content and personal expression, while dedicated content creators will remain unaffected [5] - Luo Yonghao's unique selling point lies in his spontaneous humor and live interaction, which may not be replicated by the digital version of himself [5]

Core Insights - The 2023 "618" shopping festival is the longest in history, running for 39 days from May 13 to June 20, with major platforms like Tmall, JD.com, and Douyin participating [2][3] Sales Performance - Tmall reported that 453 brands achieved over 100 million yuan in sales, a 24% year-on-year increase [2] - JD.com saw a more than 100% increase in the number of placing users, with overall order volume exceeding 2.2 billion [3] - Pinduoduo noted that sales of seasonal fruits doubled, while popular smartphone models saw sales increases of 3 to 8 times [3] - Meituan's flash sales indicated that over 50 categories of high-value goods saw sales growth exceeding 100%, with some categories like liquor increasing nearly 19 times [4] Promotional Strategies - The simplification of discount rules has been a key highlight, with platforms offering direct discounts and promotions that enhance consumer experience [5] - AI tools have become crucial for merchants to attract customers, with significant increases in AI-generated content and digital marketing efforts [5] Market Share and Growth - Tmall and Taobao hold a market share of 38%, followed by JD.com at 23%, Douyin at 15%, and Pinduoduo at 8% [6] - All major platforms reported positive year-on-year growth in online retail sales [6] Overall Retail Performance - The total online retail sales during the "618" period are estimated to reach nearly 2 trillion yuan, reflecting a year-on-year growth of approximately 9.8% [5]

Core Insights - Baidu's entry into the live e-commerce sector is gaining traction with the debut of the digital human, Luo Yonghao, which achieved a GMV of over 55 million yuan and attracted over 13 million viewers during its first show on Baidu's e-commerce platform [2][6] - The digital human technology has significantly improved, allowing for more natural interactions and emotional expressions, which has impressed both viewers and the creator, Luo Yonghao [2][6][16] - Baidu plans to further integrate digital humans into its e-commerce strategy by collaborating with more top-tier digital hosts and providing subsidies to attract small and medium-sized streamers [2][9] Baidu's E-commerce Strategy - Baidu has re-entered the e-commerce market with the launch of "Baidu Youxuan" in May 2023, focusing on live e-commerce without a dedicated app, instead utilizing the existing Baidu app [9][10] - The company aims to leverage AI technology to reshape e-commerce, promoting features like AI shopping guides and intelligent marketing platforms [10][16] - As of June 2023, over 100,000 merchants are using digital humans for live streaming, with an average daily user scale exceeding 6 million [10] Market Position and Competition - The live e-commerce landscape is dominated by platforms like Douyin and Taobao, with Baidu entering the market later and facing intense competition [10] - Baidu's digital human strategy is seen as a way to differentiate itself in a crowded market, with a focus on AI capabilities [10][16] - The effectiveness of digital humans in live streaming is still under scrutiny, as some platforms have imposed restrictions on their use due to concerns over user experience [15][16] Technological Advancements - The digital human technology has evolved from basic models to more advanced versions that can mimic human interactions and expressions, marking a significant improvement in user engagement [16] - Luo Yonghao's digital human was developed using Baidu's Wenxin large model, showcasing the potential for AI-driven content creation in e-commerce [6][10] - The ongoing development of digital humans aims to achieve a level of realism that can compete with human hosts, with the expectation that they will eventually coexist and complement traditional live streaming [16]

Core Viewpoint - The article highlights the successful debut of AI-driven digital human "Lao Luo" in a live streaming event, showcasing the potential of AI technology in transforming the e-commerce landscape and addressing key industry pain points [2][3][5]. Group 1: Digital Human Success - The digital human "Lao Luo" attracted over 13 million viewers and generated a GMV of over 55 million yuan during its first live stream, demonstrating the effectiveness of AI in engaging audiences and driving sales [2][3]. - The performance of the digital human was powered by a comprehensive AI technology system, which allowed for seamless interaction and execution of over 8,300 actions in a nearly seven-hour live stream [2][5][8]. Group 2: Addressing Industry Pain Points - The digital human model addresses three major pain points in the live streaming industry: high costs associated with top-tier human hosts, the physical exhaustion of live hosts, and subpar interaction quality [5][7]. - By replicating the charisma and speech patterns of top hosts, digital humans lower the barriers for small businesses to access high-quality content and audience engagement [6][8]. Group 3: Technological Framework - The success of the digital human relies on a multi-modal AI model that integrates script generation, voice synthesis, and visual representation, ensuring a coherent and engaging live streaming experience [10][11][12]. - The AI-driven script generation allows for the creation of diverse and engaging content, significantly reducing the time and effort required from human hosts [10][11]. Group 4: Strategic Implications - Baidu's AI strategy emphasizes practical applications that generate real commercial value, with a focus on solving industry-specific challenges and enhancing operational efficiency [16][17]. - The company aims to create a robust ecosystem that supports the rapid deployment and commercialization of AI technologies across various sectors, including e-commerce, education, and autonomous driving [19][20].