每经记者｜李宇彤 每经编辑｜文多 今年"618"活动期间"All in AI"（押注人工智能）的百度似乎找到了在电商赛道的发力点，而交个朋友（HK01450，证券简称为交个朋友控股）也交上了百度 这个"新朋友"。 6月17日，在百度"AI Day"开放日上，百度正式宣布打造业界首个超头部主播——罗永浩数字人，并发布了高说服力数字人的四大技术突破。 之后的6月12日，罗永浩在官方微博宣布了这场"数字人带货"首秀。6月15日，数字人罗永浩和数字人助播朱萧木从17点播到23点30分左右， 6个半小时里几 乎一秒也不停歇地讲解商品。整场直播里，AI调用知识库1.3万次，生成9.7万字产品讲解内容，双数字人搭档做出超8300个动作。从成绩来看，当天部分3C （计算机、通信、消费电子）、食品等核心品类商品的带货量，还超过了罗永浩5月真人首秀时的数据。 记者还注意到，在直播间的留言中，有不少的观众质疑是否为直播回放。对比5月23日、6月15日的直播时，记者也看到，罗永浩、数字人罗永浩都在讲解人 体工学护腰坐姿椅时坐到了桌子上演示，他们的服装和动作近乎完全一致。 罗永浩上桌讲解人体工学护腰坐姿椅，左为数字人直播时，右为真人直 ...

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 Insights - The digital human technology used in the live stream of Luo Yonghao has set a new record in digital human live streaming, attracting over 13 million viewers and generating a GMV of 55 million yuan, surpassing previous live streams by Luo Yonghao himself [2][3] - Baidu aims to establish Luo Yonghao's digital human as a benchmark in the e-commerce live streaming industry, leveraging AI advancements to enhance user interaction and engagement [2][8] - The cost of creating digital humans has been reduced to around 1,000 yuan, which is 80% lower than the average cost of live streaming with real hosts, indicating significant potential for scalability in the digital human market [8][10] Company Strategy - Baidu's e-commerce team has been working on the digital human project for about three weeks, focusing on refining the technology to meet Luo Yonghao's high standards for humor and interaction [3][6] - The digital human live stream is part of Baidu's broader strategy to capitalize on AI technology to transform the e-commerce landscape, with plans to enhance the capabilities of digital humans and reduce costs further [10][11] - Luo Yonghao has been appointed as the Chief Experience Officer for Baidu's e-commerce platform, indicating a deeper collaboration between him and Baidu in promoting digital human technology [10][12] Market Potential - The digital human live stream has shown promising results, with half of the live streams outperforming real hosts in terms of GMV and conversion rates, suggesting a strong market acceptance [8][10] - Baidu's digital human initiative is seen as a potential game-changer in the over 5 trillion yuan live e-commerce market, with the company aiming to attract more small and medium-sized businesses to utilize this technology [15] - The integration of digital humans into e-commerce is expected to enhance user experience and transaction efficiency, positioning Baidu to compete more effectively in the market [14][15]

罗永浩不会错过任何一个风口，这次是数字人直播带货。 6月15日下午17：00，数字人罗永浩和数字人朱萧木坐在镜头前，滔滔不绝地介绍商品。灯光打在他们 的脸上，不会留下汗水。 罗永浩的个人魅力（幽默风格、选品、粉丝信任）是直播带货的核心竞争力。记者看到，直播间里罗永 浩数字人生动复刻真人形象和声音，动作生动自然，介绍商品时，时不时拿手挪一挪自己的凳子调整位 置，有时还用手指快速敲着桌子。 AI技术在一定程度还原了罗永浩的人格化表达、情绪张力和临场应变。数字人罗永浩正在直播间里举 起一杯青岛啤酒，他模仿着罗永浩标志性的手势，语气带着熟悉的幽默，当评论里有人留言问Labubu 能用吗？他也马上机智回答，还说没准喝了能写出更好的歌。 不过记者注意到，在介绍啤酒产品时，数字人罗永浩拿起酒杯做了喝酒的动作，但嘴角没有什么变化。 就在三周前，罗永浩的真人直播首秀在百度电商创下4小时5000万GMV、千万观众的战绩。对于这次数 字人直播，他放话要让朋友当"人肉验真仪"。 可以对比的是，百度刚刚发布的数据称，今日罗永浩数字人直播间仅开播26分钟，GMV就超过真人1小 时带货金额。这在一定程度上验证了数字人直播技术的商业可行性。 ...

Group 1 - Baidu is leveraging a partnership with Luo Yonghao to promote its e-commerce platform through "digital human live streaming" as a marketing strategy to gain attention in the competitive landscape of e-commerce [1][3] - The collaboration is framed around the concept of AI-driven transformation in e-commerce, with Luo Yonghao's digital avatar set to play a significant role in live streaming sales [3][4] - The initial live streaming event on May 23 achieved a GMV of over 50 million yuan within four hours, indicating a strong start for Baidu's e-commerce efforts [4] Group 2 - Baidu has established a dedicated e-commerce division in May 2023, with Ping Xiaoli appointed as the general manager, focusing on the new brand "Baidu Youxuan" and digital human live streaming [8] - The digital human live streaming has shown significant growth, with a reported 11-fold year-on-year increase in GMV for 2024 and a 735% increase during the "Double 11" shopping festival [8] - Despite the initial success, analysts caution that the surge in transactions may be short-lived, as consumer interest could wane once the novelty of digital human live streaming fades [10][11] Group 3 - Baidu's e-commerce platform faces challenges in terms of user experience, product variety, and overall market positioning compared to established competitors like Douyin and Taobao [11][12] - The platform's lack of a clear business model and competitive advantage hinders its ability to attract quality merchants and build consumer trust [12][13] - For sustainable growth, Baidu must address its foundational issues, enhance user experience, and establish a reliable reputation in the e-commerce space [13]

直播动作逼真自然，回答提问及时机智，罗永浩数字人直播真假难辨。 记者最新获悉，6月15日晚间，罗永浩数字人在百度电商完成首场直播。该场直播吸引了超1300万人次 观看，GMV（商品交易总额）突破5500万元，而且部分3C、食品等核心品类商品带货单量超罗永浩5月 真人首秀同期数据，创下数字人直播带货新纪录。 直播结束后，罗永浩还在其微博对直播进行了点评与复盘。他表示，"这数字人效果把我自己都吓了一 跳"，并透露这场直播由AI生成的剧本式产品讲解高达9.7万字，由AI驱动的数字人动作高达8300个。 百度电商方面告诉证券时报记者，此次直播由AI驱动实现业内多项首次。一是行业首次实现超头主播 用数字人直播带货，并突破AI视频生成极限播出超6小时。二是行业首次突破多数字人直播，罗永浩与 助播数字人配合自然、频频爆梗。在喝奶茶、拎可乐的同时，还能做出相互对视、异口同声说话等细节 动作，并如同真人一样与直播间用户实时互动。 事实上，罗永浩本次试水数字人直播已是"蓄谋已久"。今年5月18日，据社交平台信息，罗永浩出现在 百度杭州分公司，引发外界关注与猜测。5月19日，罗永浩宣布正式开启与百度优选的战略合作，将于5 月23日 ...

直播动作逼真自然，回答提问及时机智，罗永浩数字人直播真假难辨。 记者最新获悉，6月15日晚间，罗永浩数字人在百度电商完成首场直播。该场直播吸引了超1300万人次观看，GMV（商品交易总额）突破 5500万元，而且部分3C、食品等核心品类商品带货单量超罗永浩5月真人首秀同期数据，创下数字人直播带货新纪录。 据多名网友反馈，罗永浩数字人直播期间不仅在AI声音克隆、唇形匹配、动作设计方面高度还原罗永浩的个人风格，同时还具备良好的互动效 果。在与助播朱萧木互动时，罗永浩神情自然、行云流水；在根据直播间评论区实时互动时，也能准确生动地进行回复。例如，当数字人罗永 浩在直播间里举起一杯青岛啤酒时，评论里有人留言问Labubu能用吗？他也马上机智回答，还说没准喝了能写出更好的歌，网友表示，"真假 难辨"。 百度电商方面告诉证券时报记者，此次直播由AI驱动实现业内多项首次。一是行业首次实现超头主播用数字人直播带货，并突破AI视频生成极 限播出超6小时。二是行业首次突破多数字人直播，罗永浩与助播数字人配合自然、频频爆梗。在喝奶茶、拎可乐的同时，还能做出相互对 视、异口同声说话等细节动作，并如同真人一样与直播间用户实时互动。 事 ...

直播动作逼真自然，回答提问及时机智，罗永浩数字人直播真假难辨。 记者最新获悉，6月15日晚间，罗永浩数字人在百度电商完成首场直播。该场直播吸引了超1300万人次观看，GMV（商品交易总额）突破 5500万元，而且部分3C、食品等核心品类商品带货单量超罗永浩5月真人首秀同期数据，创下数字人直播带货新纪录。 直播结束后，罗永浩还在其微博对直播进行了点评与复盘。他表示，"这数字人效果把我自己都吓了一跳"，并透露这场直播由AI生成的剧本式 产品讲解高达9.7万字，由AI驱动的数字人动作高达8300个。 据多名网友反馈，罗永浩数字人直播期间不仅在AI声音克隆、唇形匹配、动作设计方面高度还原罗永浩的个人风格，同时还具备良好的互动效 果。在与助播朱萧木互动时，罗永浩神情自然、行云流水；在根据直播间评论区实时互动时，也能准确生动地进行回复。例如，当数字人罗永 浩在直播间里举起一杯青岛啤酒时，评论里有人留言问Labubu能用吗？他也马上机智回答，还说没准喝了能写出更好的歌，网友表示，"真假 难辨"。 百度电商方面告诉证券时报记者，此次直播由AI驱动实现业内多项首次。一是行业首次实现超头主播用数字人直播带货，并突破AI视频生成极 ...

Core Viewpoint - The article discusses the emergence of digital human live streaming for e-commerce, highlighting the collaboration between Luo Yonghao and Baidu as a significant step in leveraging AI technology for commercial purposes [1][2]. Group 1: Digital Human Live Streaming - Luo Yonghao's digital avatar effectively replicates his persona, showcasing the potential of AI in live streaming and e-commerce [1]. - The digital human live streaming achieved over 50 million GMV in just 26 minutes, surpassing the performance of a real person in an hour [2]. - The collaboration aims to validate the efficiency of AI in live streaming and extend personal branding [2]. Group 2: Baidu's E-commerce Strategy - Baidu's e-commerce initiative, "Baidu Youxuan," has seen over 200% year-on-year GMV growth in 2024, with digital human live streaming GMV increasing by 11 times [3]. - Despite growth, Baidu's e-commerce still lacks strong recognition compared to giants like Taobao and Douyin, indicating a need for enhanced market presence [3]. - The partnership with Luo Yonghao is seen as a strategy to quickly boost platform visibility and attract users and merchants [3]. Group 3: Market Dynamics and Challenges - The article notes that consumer purchasing decisions still heavily rely on "real human trust," suggesting that the long-term success of digital human e-commerce depends on technology evolution and user habit formation [3][4]. - Baidu's user behavior is traditionally focused on "search-information acquisition," contrasting with the "entertainment-consumption" model of platforms like Douyin [4]. - Other e-commerce platforms are cautious about digital human live streaming, preferring real human hosts for better audience interaction, although future advancements in technology may change this perspective [4].

近期电商圈的动作可不少。 虽说如今的电商行业已经走过了增量时代，来到了存量时代，各大平台竞争格外激烈，但这样热烈的局面依然不能阻挡其他互联网平台的入局。 腾讯成立独立的电商产品部门、百度优选携手罗永浩带货直播入局618、小红书敞开大门迎接淘宝。 这些新势力的入局是否会颠覆淘宝、京东所带领的寡头制电商格局？ 腾讯入局电商，是真的吗？ 一句话：微信成立电商事业部，罗永浩入驻百度、小红书牵手淘宝，电商行业迎来新变局？ 据消息，腾讯方面传出消息，关于对微信事业群（WXG）组织架构进行调整的计划，并宣布正式成立电商产品部门。 其实腾讯想要做电商的动机已经存在多年，但一直没有真正落地。 早在2014年，腾讯的微信小店上线。因为依托微信公众平台，申请开通简单，能够实现"零成本"开店，并且背靠着用户基数庞大的微信，在上线之初，有 不少关于微信小店叫板手机淘宝的声音出现。 只不过微信小店还没有激起明显的水花，就草草于2020年7月以停止维护收场。 直至2024年12月，微信小店开启"送礼物"功能的灰度测试，也叫"送蓝包"。和红包的运营模式类似，接收方可以选择是否收下，若收下将直接寄到对方的 地址，中间不需要额外将地址提供给送出 ...