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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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    5. Su, Jiafu & Liu, Hongyu & Chen, Yijun & Wang, Mingyan & Zhang, Jingqiu, 2026. "Enhancing product selection in live-streaming E-commerce: A multi-criteria decision-making framework," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    6. He, Lifeng & Li, Xinmiao & Li, Yuzhuo & Liu, Yu & Zhang, Ning & Zhou, Xiaohang, 2026. "Is more always better? The effect of audience size on sales performance in live streaming commerce: A multimethod study," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PA).
    7. Liu, Zixuan & Zhong, Shiquan & Jia, Ning & Zhang, Jiemin & Lee, Likchern, 2026. "When feeling takes a backseat in livestream commerce: The effects of virtual versus human streamers on consumers’ impulsive buying," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    8. Yang, Jing & Lee, Susanna S., 2026. "Caught in the Act: Natural recognition of deepfake UGC ad, expectancy violation and consumer responses," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    9. Wang, Xiao-Wu & Guo, Yihao, 2026. "Beyond the screen: Understanding consumer engagement with live-stream shopping from the perspective of the information system success model," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).

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