免费开放数字人直播，京东直播能扳回一局吗_老虎社区_美港股上老虎

免费开放数字人直播，京东直播能扳回一局吗

三易生活2025-12-09

有了外卖、即时零售等“新欢”后，京东并没有忘了直播电商这个“旧爱”。近日京东方面宣布，京东数字人直播免费向所有商家开放。据悉，商家登录京麦服务市场搜索“京东官方数字人”，并按照指引订阅，即可拥有专属AI主播。同时为帮助商家更好地运营，京东方面承诺将向数字人直播间全面开放公域流量，“简单来说，商家开播，平台就给流量”。据悉，对于不同的商家，京东数字人直播也在拿出了不同的玩法。其中面向中小商家，数字人...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251209220342a43de77b&s=b><strong>三易生活</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>有了外卖、即时零售等“新欢”后，京东并没有忘了直播电商这个“旧爱”。近日京东方面宣布，京东数字人直播免费向所有商家开放。据悉，商家登录京麦服务市场搜索“京东官方数字人”，并按照指引订阅，即可拥有专属AI主播。同时为帮助商家更好地运营，京东方面承诺将向数字人直播间全面开放公域流量，“简单来说，商家开播，平台就给流量”。据悉，对于不同的商家，京东数字人直播也在拿出了不同的玩法。其中面向中小商家，数字人...</p>\n\n<a 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game?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89618":0.6,"09618":1.95,"JD":1.95},"content_text":"有了外卖、即时零售等“新欢”后，京东并没有忘了直播电商这个“旧爱”。近日京东方面宣布，京东数字人直播免费向所有商家开放。据悉，商家登录京麦服务市场搜索“京东官方数字人”，并按照指引订阅，即可拥有专属AI主播。同时为帮助商家更好地运营，京东方面承诺将向数字人直播间全面开放公域流量，“简单来说，商家开播，平台就给流量”。据悉，对于不同的商家，京东数字人直播也在拿出了不同的玩法。其中面向中小商家，数字人可实现24小时不间断开播，AIGC内容持续批量生成切片及投放素材。面向有定制需求的品牌，京东则支持生成高定数字人主播，打造品牌高定秀场等多主题直播间，还支持双人直播、换装直播、实景直播、多语种直播。截至目前，京东数字人已累计服务超过45000个品牌。免费向所有商家开放数字人直播，京东此举显然是为了继续向直播电商发起冲锋。事实上，从推出刘强东数字人和各品牌总裁数字人到发布数字人分级体系，到如今全面免费向商家开放数字人直播，近年来京东一直在推进数字人直播带货。而且不只是京东，自从2023年重启电商以来，百度方面也在积极拥抱数字人直播，为此今年还与罗永浩达成了合作。毕竟AI数字人不受情绪、身体状况等人类特有因素的影响，可确保每次直播都保持一贯的水准，商家只需提前设置好，就能实现内容输出的稳定性。更为重要的是，由于数字人不需要休息，所以还可以做到直播间24小时不停，并且不受器材、场地的限制，还解决了人力成本高这个问题。据京东方面介绍，目前京东数字人的成本低至真人直播的1/10。但事实上，并非所有平台都是数字人直播的拥趸，比如抖音、快手等平台便是对其敬而远之。为什么不同的平台面对数字人技术，却有着不一样的选择？这或许与各家的生态建设有关。众所周知，京东为了发展直播电商曾重投内容生态建设，但效果却不太理想。所以他们拥抱数字人，或许是希望具有成本优势的后者，能解决内容供给不足的问题。而抖音和快手没有这类烦恼的内容平台，则反而是担心能24小时工作的数字人会破坏内容生态，甚至出现不可控的风险。此前就曾有数字人主播遭遇提示词攻击（Prompt Injection），被用户的指令误导，说出了预设指令之外的内容。但即便抛开风险不谈，虽然技术的发展为京东、百度等平台推广数字人直播降低了成本，但数这一技术在帮助商家降低直播运营成本的同时，用户接受度如何，真的能为商家带来更高的GMV和利润率吗？不可否认，虽然刘强东和罗永浩数字人战绩可查，但别忘了他们本身就是名人，并且有着不容小觑的号召力，可一众商家、尤其是中小商家去哪里找名人代言呢？而且这种集平台之力打造的数字人，显然也不是所有商家都可以轻松复现的。更何况与真人主播相比，数字人直播在人货匹配效率的本质链条上还是一模一样。换而言之，虽然带货主播从真人变成了数字人，但是商家仍需要按照直播电商的逻辑去运营直播间。即便京东方面承诺会向数字人直播间开放公域流量，但流量与直播电商对于京东而言，似乎还是一个“先有鸡还是先有蛋”的问题。根据京东方面公布的相关数据显示，2025年至今数字人直播已累计带动GMV数百亿元。然而众所周知的是，京东全年GMV早已达到万亿级。从这个基数来看，数字人直播对其GMV的贡献显然还算不上多。总而言之，京东想要靠数字人直播扳回一局，或许并不容易。更何况就京东而言，其直播电商业务之所以进展不佳，除了内容基因和流量的因素，或许也与其过于鲜明的自营属性相关。如今可以看到，除了鼓励商家用数字人直播，近年来京东方面也一直在积极投入自家的采销直播。而且在餐饮外卖、即时零售，乃至家政洗衣等业务中，京东也同样是紧锣密鼓地在进行自营化布局。不可否认，独树一帜的自营属性让京东在激烈的市场竞争中特质鲜明，但既当裁判又当运动员的行为，自然难免会引发商家的担忧。然而从抖音、快手等将直播电商做得风生水起的平台也不难发现，直播电商恰恰需要商家和主播百花齐放才行。【本文图片来自网络】推荐阅读：“工程样机”的风险，该由消费者来承担吗？“工程样机”的潜在风险，可能要比大家想象的大很多。不闯红灯就给钱，美团开始为骑手“撒币”不闯红灯”这种安全激励，就是个非常高明的方式。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}