Core Insights - The article highlights the success of Shanxi Cultural Tourism's AIGC video "Face Guard Action," which has become a viral hit, showcasing the innovative integration of digital humans and cultural tourism in AI marketing [1] - The collaboration between JD's digital human technology and Shanxi Cultural Tourism signifies a shift from mere technical support to a deeper involvement in creative planning, enhancing brand value [1] Group 1: Digital Human Technology - JD's digital human technology not only provides technical support but also engages in creative planning, merging local cultural elements with social sentiments to create content with viral potential [1] - The virtual idol Ava and boy band E'Core demonstrate the brand empowerment capabilities of digital humans through collaborations that seamlessly integrate product features into engaging narratives [3] - The partnership between E'Core and Honor showcases how virtual IPs can resonate deeply with physical brands, enhancing product storytelling [5] Group 2: Cost Efficiency and Creative Innovation - The ability to create a strong "human-like" presence in digital humans allows brands to elevate their marketing strategies, transforming digital humans from mere sales tools to brand IPs [7] - Digital technology has broken the boundaries of creativity and cost, as seen in MCM's AIGC video, which features imaginative concepts that traditional filming could not achieve, significantly reducing production costs and time [9] - The collaboration between Haier and JoyAI exemplifies how digital humans can revitalize existing IPs, achieving substantial savings in production costs and time compared to traditional methods [9] Group 3: AI-Driven Brand Engagement - JD's digital humans have proven to be commercially valuable, with free digital human live streaming achieving over 80% effectiveness compared to real people, serving over 50,000 brands [11] - The introduction of foundational models and low-threshold generation tools has lowered the barriers for content creation, allowing digital humans to evolve from "sales assistants" to "brand partners" [11] - Digital humans are now integral in connecting with users throughout their entire lifecycle, creating a closed loop from awareness to purchase [11] Group 4: Future of Brand Innovation - In the current landscape of accelerated AI penetration, digital humans are positioned as core engines of brand innovation rather than mere marketing gimmicks [13] - Embracing digital human representation and leveraging AI to create exclusive brand IPs is becoming a crucial strategy for companies to stand out in competitive markets [13] - The successful integration of technology and creativity by JD's digital humans demonstrates the potential for brands to rejuvenate in the digital age [13]

Core Insights - The article highlights the successful integration of digital humans in marketing, particularly through the collaboration between JD.com and Shanxi Cultural Tourism, showcasing a new model of AI marketing that combines technology and creativity [1][2][15] Group 1: Digital Human Technology - JD.com's digital human technology, powered by the JoyAI model, has enabled innovative marketing strategies, such as the viral video "Protecting Face Action," which promotes Shanxi's local cuisine [1] - The digital human has evolved from a mere technical tool to a key brand asset, enhancing brand storytelling and emotional connection with consumers [2][12] Group 2: Brand Collaborations - JD.com's virtual singer Ava and the boy band E'Core demonstrate the brand empowerment capabilities of digital humans through collaborations that seamlessly integrate product features into engaging narratives [4][6] - The partnership between E'Core and Honor showcases how digital personas can enhance product marketing by creating relatable stories around the products [6] Group 3: Cost Efficiency and Creative Potential - The use of digital humans has significantly reduced production costs and time, with examples like the collaboration between Haier and JoyAI, which saved at least two-thirds of traditional production costs [10] - Creative concepts that were previously difficult to achieve through traditional filming methods are now possible with digital human technology, expanding the creative boundaries for brands [10] Group 4: Marketing Effectiveness - JD.com's digital humans have shown superior performance in live streaming sales, surpassing 80% effectiveness compared to human hosts, and have served over 50,000 brands [12] - The digital human's role has shifted from a sales assistant to a brand partner, capable of creating a complete marketing loop from awareness to purchase [13] Group 5: Future of Brand Innovation - The integration of digital humans is positioned as a core engine for brand innovation in the digital age, emphasizing the importance of combining technology with creativity for competitive advantage [15]