The live-streaming e-commerce industry in China is undergoing a deep transformation from early stage of extensive growth to a more rational and mature phase. According to a recent special report released by Reuters, the annual transaction value of goods through live-streaming in China is approaching 7 trillion yuan, and the proportion of online retail sales to total retail sales reached over 36% in 2025. Against the backdrop of a slowing overall industry growth and increasingly fierce market competition, the boom of artificial intelligence technology is bringing strong reshaping effects to the entire ecosystem.
In terms of cost optimization and technology implementation, AI has demonstrated an extremely high ability to reduce costs and improve efficiency. Major e-commerce platforms and merchants are accelerating the deployment of digital anchors to meet the demand for round-the-clock live-streaming. For example, JD.com opened its AI anchor service free of charge to merchants in December 2025. Data shows that the adoption rate increased significantly within just three months, helping merchants directly reduce live-streaming operation costs by 80% to 90%. In addition, platforms such as Douyin have also introduced clear labeling regulations for AI-generated content and prohibit completely AI-generated live-streams without human supervision to standardize market order.
Although digital anchors have shown remarkable performance in lowering the barriers to entry, industry leaders and experts generally believe that AI cannot completely replace real people. As a representative figure in the live-streaming industry, Li Jiaqi clearly stated in an interview that AI is merely an auxiliary tool for improving efficiency, and it cannot truly replace the real-time inspiration, unique perspective, and ability to build deep trust that real hosts possess. Lu Lin, a host at Shanghai Rongmeme Live Center, also pointed out that when facing specific personalized consumer needs, digital anchors can only provide mechanical answers, while real people can convey more delicate emotions and judgment abilities.
As the industry moves away from its early-stage model that relied solely on discounts, brand owners are gradually shifting their focus toward long-term profitability and refined operations. Ashley Duda-renok, founder of Chozan, believes that although real hosts face a more intense competitive environment, the unique warmth and trust relationship they offer remain irreplaceable in the context of consumers' growing demand for authenticity. The future of live-streaming e-commerce will accelerate towards a complementary direction where "AI is responsible for improving efficiency and reducing costs, while real people are responsible for building trust."
