The year 2023 marks the 15^th anniversary of the Double Eleven Online Shopping Festival, which always kicks off at the end of October, and lasts until November 10^th, when people make their last payment. Over the past 15 years, it has evolved from a festival on a single platform with the participation of merely 27 merchants to the current 20-day carnival with thousands of brands across the entire network. During this "veteran" e-commerce festival, new technologies are adding new momentum to China's retail industry, with AI as one of the highlights.

The year 2023 has witnessed the explosive growth of AI. During this year's Double Eleven Festival, several platforms have been exploring the integration of AI and e-commerce, and have managed to launch a series of AI products. For example, "Alimama" has launched the Wanxiangtai Boundless Edition, Alimama Bailing, Wanxiang Lab and other AI products, while JD.com has introduced the Yanxi large-scale model.

"The rapid development of new technologies such as AI will bring a plethora of business opportunities, and e-commerce will be the largest testing ground for AI applications. I firmly believe that by riding the trend of AI revolution, the brand merchants will ensure its growth in the future," said Dai Shan, CEO of the Taobao & Tmall Group, at the Double Eleven Festival press conference of Tmall this year. She also emphasized that with the dynamic integration of AI and e-commerce, immense business potential will be unleashed for the brand merchants.

It is worth mentioning that Baidu's industry-first AI full-stack digital human livestreaming platform, "Huiboxing", has attracted wide attention and become popular among brand merchants, thanks to its efficient and intelligent livestreaming e-commerce solutions. Many brands have utilized digital humans to initiate round-the-clock livestreaming sales, significantly improving the efficiency of product promotion.

During this year's "Double 11", the new domestic brand "Ttouchme" achieved a 100% increase in orders and a 50% increase in effective viewership, with its custom digital human contributing to 60% of the GMV.

Furthermore, in the livestreaming room of the well-known domestic fashion brand "Bai Xiao T", the digital human has broken the notion that digital humans are not suitable for promoting clothing products, with its smooth and natural body movements. Through the round-the-clock livestreaming of the digital human, Bai Xiao T has managed to increase its GMV by 60% and orders by 50%.

AI赋能，“双11”电商节更多新花样 

从10月底开始打响今年的第一枪，到11月10日20时“尾款人”准时上线，“双11”已经走过了15个年头。15年来，从首届“双11”的单一平台、27个商家参与，到如今全网数以万计品牌持续二十多天的“狂欢”。在这个电商“老”节，新的技术正驱动中国零售脉动着新的活力，AI赋能电商就是其中之一。

今年是AI爆发的大年，在这届“双11”，面向商家和消费者，已经有多个平台探索AI与电商的结合，且已经有一系列产品实现落地。如“阿里妈妈”在今年推出了万相台无界版、阿里妈妈百灵、万相实验室等系列AI产品，京东也推出言犀电商大模型。

“AI等新技术的爆发，将带来大量商业机会，电商将是最大的AI应用的试验场。我坚信，抓住了AI技术的革命趋势，一定能确保品牌商家的未来增长。”在今年天猫“双11”新闻发布会现场，淘天集团首席执行官戴珊明确表示，实现AI与电商的有机结合，就一定能给品牌商家带来万亿级的生意爆发。

值得一提的是，百度推出的业界首个AI全栈式数字人直播解决方案“慧播星”凭借高效、智能的直播电商解决方案，获得了业内高度关注，也受到品牌商家青睐。不少品牌借助数字人开启24小时不间断直播带货模式，借助数字人实现带货效率的大幅提升。

记者了解到，新国货品牌“Ttouchme”在今年“双11”期间，实现了订单量增长100%，有效观播提升50%，其中该品牌复刻主播形象打造专属数字人，贡献了GMV的60%。

此外，在知名服饰国货品牌“白小T”的直播间里，数字人动作流畅自然，并支持大幅度的商品展示，打破了数字人不适配服装品类的认知；白小T直播间通过数字人实现了24小时不停歇的直播模式，助力GMV涨幅 60%、订单量涨幅50%。

文、图 | 记者 沈钊 杭莹
译｜洪婷
责编 | 王楠
校对 | 赵丹丹