%0 Journal Article
%T 数字人技术在电商直播中的应用与挑战研究&#8212;&#8212;以淘宝数字人主播为例<br>Study on the Application and Challenges of Digital Human Technology in E-Commerce Live Streaming&#8212;Taking Taobao&#8217;s Digital Human Streamers as an Example
%A 程雨轩
%J E-Commerce Letters
%P 1-5
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.144854
%X 随着人工智能技术的迅猛发展&#65292;其在电商直播领域的应用日益广泛且深入&#65292;为电商行业带来诸多机遇和挑战。本文以淘宝平台数字人主播为切入点&#65292;从案例回顾、人工智能技术应用、影响与不足三个方面进行分析&#65292;分析认为数字人直播带货存在虚拟主播表现力与互动流畅度不足、难以获取用户情感认同与信任、内容监管与用户隐私保护三大挑战&#65292;并逐一探讨数字人在电商直播中的应对策略。<br>With the rapid development of artificial intelligence technology, its application in the field of e-commerce live streaming is becoming increasingly widespread and in-depth, bringing many opportunities and challenges to the e-commerce industry. This article takes the digital human streamers on the Taobao platform as the starting point, and analyzes it from three aspects: case review, application of artificial intelligence technology, and impact and shortcomings. The analysis believes that there are three major challenges in digital human live streaming: the insufficient expressiveness and interactive smoothness of virtual streamers, the difficulty of obtaining users&#8217; emotional identification and trust, and the challenges of content supervision and user privacy protection. And it explores the coping strategies of digital humans in e-commerce live streaming one by one.
%K 人工智能&#65292
%K 数字人&#65292
%K 电商&#65292
%K 直播带货&#65292
%K AI<br>Artificial Intelligence
%K Digital Person
%K E-Commerce
%K Live Streaming
%K AI
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=110779