AI正重写电商？京东、淘天加速AI业务闭环，货架与智能体购物模式或长期并存

时代周报09-12 17:07

“未来的购物模式，标准化货架依然会存在，AI Agent则作为个人购物助理介入。两种形态将长期并存、互相打通。”9月11日，北京市政协经济委员会副主任、北京市工商联副主席李志起在2026年服贸会期间向时代周报记者表示。　　AI赋能消费升级是本届服贸会的热点话题之一。服贸会上发布的《2026 AI消费电商应用洞察报告》称，AI正在“重写”而非“升级”电商，未来电商会从流量竞争转向智能化能力的深度比拼...

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JD.com and Taotian are accelerating the closed loop of their AI businesses, and the shelf and smart agent shopping models may coexist for a long time.","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/47d497dfc97b16026c4d1fa729a54ee6","symbols_score_info":{"89618":0.6,"89988":0.6,"LDEM":0.6,"ALBmain":0.6,"HBBD.SI":0.6,"FDNI":0.6,"JD":1.95,"09988":1.9,"09618":1.95,"BABA":1.9,"BKF":0.6,"KWEB":0.6,"CXSE":0.6},"content_text":"“未来的购物模式，标准化货架依然会存在，AI Agent则作为个人购物助理介入。两种形态将长期并存、互相打通。”9月11日，北京市政协经济委员会副主任、北京市工商联副主席李志起在2026年服贸会期间向时代周报记者表示。　　AI赋能消费升级是本届服贸会的热点话题之一。服贸会上发布的《2026 AI消费电商应用洞察报告》称，AI正在“重写”而非“升级”电商，未来电商会从流量竞争转向智能化能力的深度比拼。一个显著的趋势是，AI应用已在三年内覆盖90%的经营场景。　　主流电商平台已全面布局AI，京东（09618.HK；JD.NASDAQ）、阿里巴巴(09988.HK；BABA.NYSE）、抖音电商、美团（03690.HK）等均将大模型深度植入供应链、营销、客服与本地生活场景。时代周报记者在现场注意到，相比之前AI仅作为某一环节的辅助，行业头部玩家正加速推动AI走向业务闭环。　　世界物联网大会主席何绪明在同期举行的相关论坛表示，服务贸易创新是数字经济转型和全球市场构建的关键。2026年全球数字经济规模有望超过53万亿美元，增幅近9.5%；中国数字经济规模有望突破15万亿美元，增幅超13%。　　过去20年，电商模式持续演进升级。PC时代把线下货架搬到网上，移动互联网时代把货架装进每个人的口袋。直播、短视频兴起之后，内容和种草成为现实。AI时代来了，购物方式又会变成什么样子？　　电商场景走向AI闭环　　“一个很自然的答案是智能体电商。用户直接和Agent对话，说出需求、做比较，最后下单。”日前，在2026京东全球科技探索者大会（简称JDD大会）上，京东App高级产品经理王旭给出判断。 　　JDD大会展区现场（图源：时代周报记者摄）　　购物本身是高度复杂的过程，需要用户持续参与决策。Agent的强项是自主运行、自主决策，传统货架电商经过多年发展已形成较为成熟高效的商品交易模式，要在货架中让AI参与进来，降低用户的决策成本，同时又不能把所有决策权都交给AI。　　王旭介绍，过去一年，京东在京东AI购App上持续做产品创新，从基础的对话式购物，到能边问边逛，再到和语音、视频等多模态能力融合，“我们一直在探索，也得出一些有意思的结论。比如，智能体电商对复杂需求的理解确实更好。在京东AI购上，超过60%的需求都是复杂需求”。　　9月9日，京东推出AI购物助手“东东”。京东零售创新产品部负责人王元元称，交互层融合的核心是实现GUI（货架图形交互）与CUI（智能体对话交互）的双向闭环，并通过增加全链路引导词（hints）和AI购物助手“东东”对现有货架做全链路增强。　　淘天的闭环则更多落在商家经营和营销投放层。　　在服贸会现场，阿里巴巴发布多项新品首发成果，展区展出产品集中在AI与电商业务的深度融合上，覆盖消费者侧、商家侧和营销投放侧。　　面向消费者，淘天集团推出“放我家AI搭配”；在营销投放侧，阿里妈妈推出“万相点睛”和“万相妙应”；在商家经营侧，淘天集团展示升级后的“AI生意管家”。此外，阿里企业购还推出基于大模型能力打造的智能采购产品“AI采购宝”。　　“今年集团整体方向是强调AI和业务的结合，还有个比较明显的点就是，我们希望去强调纯AI闭环。”阿里巴巴展台工作人员向时代周报记者介绍，“以前前期要很多人工投入，AI只是做一个辅助，比如去年的‘AI选词’‘AI选人’，只是在某一环节用到AI。今年更希望做成一个完整的投放类产品。”　　李志起对时代周报记者表示，现在讲融合闭环，最实质的变化是AI从工具层下沉到业务决策层。从用户需求识别、商品匹配、定价、供应链预判、营销投放，再到用户反馈、交易数据又重新喂回AI系统，形成完整循环。AI不再只做辅助执行，而是可以参与商业判断。AI嵌入业务全链路，一边运行一边自我优化，这才是真正意义上的融合闭环。　　竞争焦点在模型能力之外　　除了头部电商平台，即时零售领域也在将AI叙事推向业务闭环。　　美团在服贸会现场展示的是一套完整的数智生活体系：以LongCat-2.0为技术底座，CatPaw为Agent平台，把AI能力贯穿到商家经营、用户服务、即时履约和海外业务中。 　　2026年服贸会美团展区（图源：时代周报记者摄）　　对电商乃至即时零售而言，AI对业务的介入程度迅速加深。从搜索、社交到内容电商，再到智能体商业，新的技术应用显然已勾勒出极具想象的商业前景。甚至不乏有业内预测，未来的交易不再是人与平台的对话，而将是B端智能体与C端智能体之间的对话。　　但在通往这一愿景的过程中，玩家们仍然要解决迫切的现实问题。　　在JDD大会智能零售论坛上，京东集团高级副总裁、产品委员会主席胡喜称，大模型已经开始理解决策和执行，企业竞争的焦点不只是看模型强弱，更看模型是否理解业务，是否能够与人和系统持续协同。　　“模型相应的能力一定会趋同，重要的是模型之外的能力。任何一个模型，我们选择它，都要能够很容易地接入、能够满足我们电商的要求，这个是最想要的核心能力。”胡喜说。　　胡喜透露，京东零售B端内部团队过去一年都在推AI，coding占比达55%，但最新数据显示，整个研发需求吞吐量只上升2.1%，各种评测的压力越来越大。真正的软件工程中，coding只占不到20%，大部分时间都花在了协调工作上。　　“我们原来以为要解决的是人的生产力问题，现在看，最大的挑战其实是组织生产力问题。每一次技术飞跃，真正带来的不只是技术升级，而是分工协作关系的升级，这才是最核心的关键点。”胡喜称。　　李志起同样认为未来电商的壁垒不在基础模型本身，而在数据、行业经验和组织协同三个方面，这也是电商企业拉开差距的关键。真正强大的电商体系，是AI负责海量计算、筛选预判，人做商业判断、价值决策、风险把控，人和AI长期磨合形成一套成熟协同机制。这套组织磨合能力，恰恰最难复制。　　但组织协同解决的是供给侧效率问题，AI业务融合闭环想要真正合上，重点始终在需求侧。用户关注的是，新的购物形态是否能带来更多消费场景？是否能在现有的购物和消费决策中，带来更高的体验与效率？　　此外，AI时代商品信息建设需要从“描述商品是什么”，转向“说明为什么推荐”，AI推荐结果的可信度变得十分关键。　　在李志起看来，面对标准化货架和智能体购物方式，未来消费者拥有选择权：你愿意自己逛货架就自己逛；需求复杂、拿不定主意时，可以交给AI助理完成前期筛选。　　更进一步，成熟的Agent还能联动售后、供应链，实现从需求提出到购买、售后的全链路服务。这是下一代电商非常值得期待的场景。（文章来源：时代周报）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":false,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"isLaohu8Offline":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.44.1","shortVersion":"4.44.1","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2666950938","isCrawlerRequest":true}