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China's Live Commerce Hits 7 Trillion Yuan: Can AI Really Replace Human Hosts?

China's Live Commerce Hits 7 Trillion Yuan: Can AI Really Replace Human Hosts?

China's live-streaming e-commerce industry is growing up. After years of wild, anything-goes expansion, it's now a mature giant worth nearly 7 trillion yuan in annual transactions. In 2025, online retail made up over 36% of total retail sales, according to a recent Reuters report. But as growth slows and competition heats up, a new force is shaking things up: artificial intelligence.

AI Anchors: The Cost-Cutting Heroes

E-commerce platforms and merchants are racing to deploy digital anchors that can stream 24/7 without breaks, sick days, or salary negotiations. JD.com made waves in December 2025 by offering AI anchor services to merchants for free. The result? Adoption skyrocketed within three months, cutting live-streaming operation costs by a whopping 80% to 90%.

But not everyone is welcome. Platforms like Douyin have introduced strict labeling rules for AI-generated content. Fully automated streams without human supervision? Banned. The goal is to keep some order in the chaotic live-commerce world.

The Human Touch: Irreplaceable?

So, are real hosts doomed? Not so fast. Industry leaders argue that AI, for all its efficiency, can't replicate what makes live commerce tick: genuine connection.

Li Jiaqi, one of China's most famous live-streaming hosts, put it bluntly in an interview: AI is just a tool. It can't match the real-time inspiration, unique perspective, and 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, she says, digital anchors give robotic answers. Real people bring nuance, emotion, and judgment.

From Discounts to Trust: The New Game

As the industry matures, brands are shifting focus from flashy discounts to long-term profitability and refined operations. Ashley Duda-renok, founder of Chozan, believes that while human hosts face tougher competition, their warmth and ability to build trust are more valuable than ever. Consumers today crave authenticity—and that's something AI can't fake.

The future of live commerce isn't AI versus humans. It's a complementary partnership: AI handles efficiency and cost reduction, while real people focus on building relationships and trust. The screens may be getting smarter, but the heart of the business is still human.

Key Points

  • China's live-streaming e-commerce transaction volume approaches 7 trillion yuan, with online retail exceeding 36% of total sales in 2025.
  • AI anchors are cutting operational costs by 80-90%, with platforms like JD.com offering free AI services to merchants.
  • Douyin enforces labeling rules and bans fully AI-generated streams without human oversight.
  • Industry experts, including Li Jiaqi, insist AI cannot replace the real-time inspiration and trust built by human hosts.
  • The future model: AI for efficiency, humans for trust—a complementary approach, not a replacement.