“采销东哥”入场直播，能否引发数字人行业集体觉醒

中金在线04-25

据悉，京东云言犀数字人企业高管申请人数超过百位，“采销东哥”带动其他总裁在数字人带货方面跃跃欲试！近日，采销东哥AI数字人在京东采销直播间下场带货，彻底引爆数字人的应用热潮。微信指数搜索“数字人”这一关键词，显示热度在4月16日达到峰值。京东直播间数据显示，采销东哥直播总计观看人数达4000万人，首场直播不到1小时带货金额就超过5000万。有直播行业人士评价称，这一带货成绩已达到头部主播李佳琦在...

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industry?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"09618":0.9,"JD":0.9},"content_text":"据悉，京东云言犀数字人企业高管申请人数超过百位，“采销东哥”带动其他总裁在数字人带货方面跃跃欲试！近日，采销东哥AI数字人在京东采销直播间下场带货，彻底引爆数字人的应用热潮。微信指数搜索“数字人”这一关键词，显示热度在4月16日达到峰值。京东直播间数据显示，采销东哥直播总计观看人数达4000万人，首场直播不到1小时带货金额就超过5000万。有直播行业人士评价称，这一带货成绩已达到头部主播李佳琦在淘宝的日播水平。采销东哥带来的虹吸效应还在持续。一位接近京东的人士对媒体透露，采销东哥直播首秀后，其背后负责技术支持的京东云言犀团队，接到来自品牌商、文旅、金融等上千个企业咨询，现已有超百位企业高管定制形象排期中，内部正在紧急协调产品技术等相关资源进行支持。这位人士还透露，除高管数字人外，不少地方文旅也向京东云言犀提出了定制数字人实现文旅破屏出圈的需求。对此，我们向京东云方面求证，官方回应称“将以保证数字人产品质量和应用场景为前提，有序推进各类需求的定制数字人上线。”数字人好不好用 关键要看产品力数字人的价值究竟有多大？资深数字人行业人士透露，数字人这个行业发展至少有5年了，玩家众多。直播数字人方向，从去年就开始火热，但很多都是技术团队入局，既不懂直播，也不懂品牌，更不懂电商，真正懂产品、懂运营的很少。事实上，数字人并不像公众普遍猜测的那样全能，其价值实际是有上限的，随着数字人技术在不断发展和完善，入局门槛已经相对较低，要发挥出价值关键还是要找对场景，产品和运营的壁垒是极高的。反对派最大的观点是，数字人不能代替真人因此数字人直播价值有限。京东云专家表示，言犀数字人在研发过程中，就不是基于代替当下真人直播为目的，而是希望数字人凭借极高的可塑性与持续稳定的输出能力与真人团队有机协同，拉满增量。这场采销东哥AI数字人直播实现流量、销量双丰收，并非偶然。在直播中，采销东哥说着一口原汁原味的“宿迁普通话”，在带货到情绪高潮时挥舞手臂，会侧过脸看手机回复网友问答，效果极其接近东哥本人。扛住全网4000万双眼睛的严苛考验，这一转化效果依靠的不仅是多模态交互技术的驱动，关键在于背后的直播运营团队与数字人产品的无缝配合。京东云言犀团队透露，在打造数字人直播产品时，期望回到电商直播的本质，强调运营为王。以直播效果为最终导向，以可用性为唯一标准，从形象、表演、装修、互动、展示等全面地进行直播优化。基于此，产品、技术、营销团队也都紧密围绕同一目标不断逼近更优效果，目标是打造出电商领域最好用的数字人。这在数字人电商直播领域是独树一帜的打法，也形成了一套以产品运营为核心的差异化路径。据悉，京东云言犀在今年起开始与一些重点品牌深度合作，以这些头部品牌直播为支点，摸索并快速扩散有效的数字人直播运营经验。可以说，京东云言犀是业内唯一一家对数字人直播运营理解很深的，在丰富的品牌店播、达播实操中经过真实实践，积累了一大批独有的运营方法论和经验。其全新升级的言犀数字人3.0版本，已全面接入言犀大模型，专注聚焦电商带货场景，让数字人直播具备更丰富的表现力和更智能的交互力，将进一步助力品牌商家降低直播成本、提升运营效率、优化用户体验。在京东618来临之前，京东云言犀数字人还想在商业化上再多走一步。根据官方消息，京东云将“采销东哥”背后的技术与产品全面向广泛品牌商家开放，并提供免费试用30天的权益。这一举措，对接下来的京东618直播电商格局有哪些影响，值得期待。东哥数字人火了，能带火其它数字人厂商吗？数字人作为大模型时代最快速落地、且成熟应用的工具，其成功离不开对实际场景的深度挖掘与应用。回顾数据中台的发展，阿里作为行业先行者，率先提出了这一概念，更在自家的业务实践中实现了充分的应用和发展。但遗憾的是，其他数字化服务商跟着热度快速推出中台产品，最终形似但很少落地成功，多少ToB服务商折戟在中台产品上。这并不仅仅是因为技术上的难度，更核心的是在于缺乏对实际业务场景的深入理解和丰富的实践经验。缺乏这种“基因”，技术再先进，也难以将产品力发挥到极致。同理，东哥数字人直播火了，但不一定代表着其他数字人厂商都会迎来发展契机。在数字人市场，技术相对开放，产品竞争力不再局限于技术本身，而是更多地体现在其实际应用价值上。而产品力的核心，在于准确捕捉并满足实际的应用场景需求，而不是盲目跟风。","kind":null,"is_publish_news":null,"is_publish_highlight":null,"is_publish_live":null,"is_publish_wemedia":null,"editions":null,"symbols":[],"gpt_button":1},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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