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AI Anchors vs. Real Hosts: China's 7 Trillion Yuan Livestream Battle

The Rise of AI in Livestream E-commerce

China's livestream shopping industry is maturing. Gone are the days of explosive, unchecked growth. According to a recent Reuters report, annual sales via livestreams are approaching 7 trillion yuan, with online retail now accounting for over 36% of total retail sales in 2025. But as growth slows and competition heats up, artificial intelligence is stepping in to reshape the game.

AI Anchors: The Cost-Cutting Heroes

E-commerce platforms and merchants are racing to deploy digital anchors that can stream 24/7. JD.com made waves in December 2025 by offering AI anchor services for free. Within three months, adoption soared, slashing live-streaming operation costs by 80% to 90%. Douyin has also stepped in, requiring clear labels for AI-generated content and banning fully automated streams without human oversight.

Why Real Hosts Still Matter

Despite AI's efficiency, industry veterans argue that digital anchors can't replace real people. Li Jiaqi, one of China's top livestreamers, put it bluntly: AI is just a tool. It can't replicate the spontaneous inspiration, unique perspective, or deep trust that human hosts build with their audiences. Lu Lin, a host at Shanghai Rongmeme Live Center, agrees. When shoppers have specific, personal needs, AI gives mechanical answers. Real people offer nuanced emotions and judgment.

The Trust Factor

As the industry shifts from discount-driven sales to long-term profitability, brands are rethinking their strategies. Ashley Duda-renok, founder of Chozan, believes that while real hosts face tougher competition, their warmth and authenticity are irreplaceable. Consumers increasingly crave genuine connections, and that's something AI can't fake.

The Future: A Hybrid Model

The future of livestream e-commerce isn't AI versus humans—it's AI and humans. The emerging model: AI handles efficiency and cost reduction, while real people build trust. This complementary approach allows brands to scale without sacrificing the human touch that drives loyalty.

Key Points

  • China's livestream e-commerce is nearing 7 trillion yuan in annual sales.
  • AI anchors cut costs by 80–90% and enable 24/7 streaming.
  • Platforms like JD.com and Douyin are pushing AI adoption but with regulations.
  • Experts like Li Jiaqi insist AI can't replace human hosts' emotional intelligence.
  • The future lies in a hybrid model: AI for efficiency, humans for trust.