Study on the Application and Challenges of Digital Human Technology in E-Commerce Live Streaming—Taking Taobao’s Digital Human Streamers as an Example

随着人工智能技术的迅猛发展，其在电商直播领域的应用日益广泛且深入，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，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，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，并逐一探讨数字人在电商直播中的应对策略。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’ 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.