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Artificial intelligence in live streaming: How can virtual streamers bring more sales?

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  • Chang, Yaping
  • Wang, Han
  • Guo, Zhenjiang

Abstract

Virtual streamers are gaining traction in the thriving live streaming commerce with the support of artificial intelligence technology. While virtual streamers have excellent interactive capabilities, effectively leveraging them to enhance sales remains a significant challenge for companies. This research analyzes 1,960,444 real live streaming comments from 30 brands and conducts three experimental studies and half-structured interviews for this dilemma. The findings reveal that consumers exhibit a higher tendency to seek promotional information (vs. product information) when engaging with virtual streamers (vs. human streamers). This unique shopping mentality is mediated by consumers' motivation inference about the company. Consequently, aligning virtual streamers with promotional products and human streamers with new products can be beneficial in driving sales by catering to diverse consumer information preferences. These findings provide valuable insights into effectively adopting virtual streamers, optimizing recommendation strategies, and understanding consumers' subjective perceptions.

Suggested Citation

  • Chang, Yaping & Wang, Han & Guo, Zhenjiang, 2025. "Artificial intelligence in live streaming: How can virtual streamers bring more sales?," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    • Handle: RePEc:eee:joreco:v:84:y:2025:i:c:s0969698925000268
    DOI: 10.1016/j.jretconser.2025.104247
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