Top Chinese Live-Streamer Li Jiaqi Says AI Cannot Replace Human Hosts
Reports highlight the rapid adoption of AI digital avatars in China's live-stream e-commerce, with platforms like JD.com cutting operating costs by 80–90%. However, top live-streamer Li Jiaqi argues that while AI can assist during off-peak hours, it cannot replace human hosts due to its reliance on past data rather than original human creativity. With live-stream commerce expected to account for over 36% of online retail sales in China, brands are shifting focus toward operational efficiency over expensive mega-influencers. However, consumer skepticism regarding AI authenticity and mandatory platform disclosures show that human trust remains central to high-value sales. ByteDance's Douyin has introduced rules requiring clear disclosures for AI avatars and prohibiting fully automated, unmonitored live streams. Industry experts note that while AI digital avatars are ideal for 24/7 basic product Q&A, they lack the emotional nuance and personal judgment needed to build long-term customer rapport.
## BACKGROUND
Live-stream shopping is a major retail channel in China where hosts demonstrate products, answer real-time questions, and offer limited-time discounts to viewers. Digital human avatars leverage generative AI, text-to-speech, and computer vision technologies to simulate human presenters and stream continuously at a fraction of traditional labor costs.