With the rapid development of science and technology, AI + digital human technology has become one of the hottest topics today. Especially in the field of live broadcast/short video, the digital human virtual anchor is gradually changing the enterprise’s marketing and business ecology with its low-input, high-output, and long-lasting live broadcast mode. In this paper, we will discuss the concept, advantages, application scenarios, and impact of digital people live broadcasting on enterprises and provide strategic advice on whether enterprises should enter the digital people live broadcasting.
I. The concept and rise of digital people live broadcasting
Digital human live broadcasting, in simple terms, refers to the use of advanced digital technology and artificial intelligence technology to create a virtual anchor with a realistic human image to create content and interact on the live broadcast platform. This new type of live broadcasting not only reduces the operating costs of enterprises but also improves the efficiency and sustainability of live broadcasting.
In recent years, digital human live broadcasting has rapidly emerged globally. According to statistics, in 2022 alone, the number of digital people-related enterprises registered was as high as 948, with a growth rate of 68%. This trend shows that digital people live has become the new favorite of enterprise marketing and brand promotion.
II. Analysis of the advantages of digital people live broadcasting
As an innovative form of live broadcasting, the significant advantages of digital people live broadcasting lie in low input and high output, strong stability, plasticity, and interactivity. Compared with traditional live broadcasts, digital people live without hiring anchors, buying expensive equipment, or building complex venues; only a computer and an operator can easily start broadcasting, greatly reducing the cost. At the same time, the digital human anchor can realize 24-hour uninterrupted live broadcast for enterprises to bring higher exposure and commercial value.
In terms of stability, digital human anchors excel. Unlike live anchors, who may face fatigue, illness or mood swings, digital human anchors always maintain a stable live state, providing a more reliable and consistent live experience for enterprises, thus enhancing user satisfaction and loyalty.
In addition, digital human anchors are extremely malleable. Enterprises can customize and adjust the image, voice, and movements of the digital human anchor according to their own brand image and marketing needs, so that it better meets the needs of the enterprise. This flexibility brings enterprises more marketing space and possibilities.
Most importantly, the digital human anchor also realizes real-time interaction with the audience through artificial intelligence technology. This interactivity not only increases audience engagement and stickiness but also brings more business opportunities for enterprises. The audience can communicate, ask questions, or share with the digital human anchor in real time, which enhances the viewing experience and creates more business value and possibilities for the enterprise.
III. Application Scenarios of Digital People Live Streaming
With the rapid development of science and technology, digital life has gradually penetrated into a number of industries, of which games, beauty, e-commerce, food and technology industries are its early and important application areas.
In the game industry, the introduction of digital human anchors not only provides players with a new interactive experience but also improves the visibility of the game and user stickiness through live broadcasts and commentaries, further promoting the prosperity of the game industry.
The beauty industry, on the other hand, has demonstrated its unique charm through digital human anchors. These virtual images, combined with beauty tips and product demonstrations, have successfully attracted the attention of a large number of female consumers and helped brands establish a favorable image.
The e-commerce industry has also actively embraced the emerging form of digital human broadcasting. With their unique charisma and professional product knowledge, digital human anchors have effectively boosted the exposure and sales of their products. Meanwhile, through real-time interactions with viewers, they answer questions and recommend relevant products, further enhancing consumers’ shopping experience.
The food industry, on the other hand, utilized the intuitive and interactive nature of digital human live broadcasting to demonstrate the food production process and tasting experience, attracting the attention of a large number of viewers and thus promoting sales.
Finally, the technology industry has demonstrated its innovative achievements and technological advantages through digital human live broadcasting, which not only improves brand awareness but also enhances the audience’s knowledge of and interest in technological products through technological exchanges and interactions and further promotes the development of the technology industry.
To sum up, as an emerging communication method, Digital People Live has shown its unique value and potential in many industries, injecting new vitality into the development of the industry.
Whether enterprises should enter the digital people live
First of all, the characteristics of the industry are an important factor in determining whether it is appropriate for a company to enter the live streaming of digital people. Different industries have different needs and acceptance of live digital people. For example, industries such as gaming, beauty, and e-commerce are more suitable for applying live digital people for marketing and promotion due to their product characteristics and target audiences. However, for industries such as apparel and knowledge payment, it may be necessary to evaluate the applicability and effectiveness of live digital personals in more detail.
Secondly, cost-benefit analysis is a key part of business decision-making. Enterprises should carefully assess the input-output ratio of live digital people broadcasting, i.e., weighing the resources invested against the benefits that may be gained. If digital people live streaming can bring considerable revenue to the enterprise and effectively reduce operating costs, then this strategy is undoubtedly attractive. However, if the input is not proportional to the return, enterprises need to reconsider whether it is worth investing resources in.
Furthermore, technical strength is an indispensable support for enterprises to carry out digital human live broadcasting. Live streaming of digital people requires certain technical strength to support, including but not limited to virtual image design, real-time rendering, interactive technology and other aspects. Enterprises need to assess whether they have the relevant technical capabilities and talent reserves to support the smooth implementation of digital people. If enterprises have shortcomings in this area, they may need to seek external cooperation or purchase third-party services to make up for the shortcomings.
V. Conclusion
As a new type of marketing method and business ecology, Digital People Live is gradually changing the marketing model and business ecology of enterprises. For most enterprises, it is a wise choice to enter the digital age live. However, enterprises need to fully consider factors such as industry characteristics, cost-effectiveness, technical strength, and user experience before entering the game to ensure that Digital People Live can bring real business value to enterprises. At the same time, enterprises also need to continue to innovate and optimize the content and form of digital people live in order to adapt to changing market demand and audience preferences.
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