Is it feasible for digital people to sell goods?

Digital people bringing goods is a new retail model, which mainly uses digital characters to display, sell and provide services for goods. It uses new technologies such as virtual reality and artificial intelligence to combine virtual images with real goods, allowing consumers to understand product information through digital images, thereby increasing consumer experience and sales. This article explains digital people bringing goods.

In the past six months, live streaming and short videos of digital humans have been extremely popular.

Moreover, with the rise of various large AI models such as ChatGPT, people even have the idea that digital humans can completely replace real people in making short videos and live streaming.

As for this idea, I would like to say that it is simply a fantasy.

1. Digital humans can only solve the problem of laziness

Why do many people use digital humans to shoot short videos and do live broadcasts?

The core reason is that I am lazy, because as long as I enter the text, the video can be automatically generated.

There are even some bloggers who don’t even need to write their own copy, they just need to complete a video acquisition and modeling.

However, this method cannot solve the problems of playback volume, increasing fans, and selling goods, nor can it solve the problem of personal IP.

2. Unable to solve the problem of live broadcast

Many people are using digital humans to do live broadcasts, on the one hand to solve the problem of scale, and on the other hand to solve the problem of time.

For example, 10 digital humans can be used at the same time to do group buying and store brand live broadcasts in the same city.

But those who have actually watched the live broadcast of Digital Human will know how bad the effect is!

Although some digital humans can still interact based on messages on the screen, the efficiency of responses, the words used, language expressions, movement ecology, speaking speed, etc. are very different from real people.

This kind of scenario application is still relatively mechanical, and if we look at other scenarios such as clothing, food, IP teaching, etc., it is completely unable to adapt.

For example, when selling clothes, it is inconvenient for digital people to change clothes, it is inconvenient to display them, and you cannot pull the clothes with your hands to show the quality.

It is even more impossible to try on clothes, answer users' questions and walk the runway at the same time.

Another example is IP teaching, short video courses, etc., in this kind of business scenarios, user questions, etc., digital humans simply don’t know how to answer.

If it's outdoors, it's even more impossible, for example, Dong Yuhui and his friends went hiking recently.

Just think about it, even real people can hardly solve the problem of user retention, let alone a digital person.

3. Unable to solve emotional problems

In most cases, AI digital people cannot establish emotions.

Especially for ordinary people like us, who are not anime IPs or stars, if you just create a digital person to recite the script, how can users establish emotional connections with you?

If you don’t take your users out for drinks or shopping, and you don’t express your true feelings to your fans, how can your users resonate with you?

Will the digital person who memorizes the script get angry in the short video? Will he slam the table? Will he hold back his tears?

Are they shy during live broadcasts? Do they throw their heads back and laugh? Do they comfort users in the comment section? Do they drive users to follow their lead?

Digital humans cannot solve the problem of users' real emotional expression, interaction and resonance, so users will have one less reason to continue paying attention to and trust you.

The reason why many IPs can exist for a long time is based on long-term emotional maintenance based on trust relationships.

4. Unable to solve the problem of scene

We just said that digital people can only stay on the screen.

It can't go to the seaside, climb the mountains, pass through the forest, or go into the orchard.

You cannot make tea around the fire, you cannot eat snacks on the street, you cannot have a fashion show outdoors, you cannot look up at the stars, and you cannot camp outdoors.

We have said that an important point in generating transactions through short videos and live broadcasts is: scenario-based.

Without scenario-based setting, there is no sense of immersion. Without a sense of immersion, there is no resonance and attraction, and the transaction will naturally be greatly reduced.

Regardless of whether you are making good products, experts, IPs, or brands, scenario-based displays and transactions cannot be replaced by digital humans.

5. Unable to solve transaction problems

The ultimate goal of shooting short videos and doing live broadcasts is to make a deal.

However, AI digital humans cannot actually solve the problem of closing deals because their answers are fixed.

It is impossible to provide personalized services based on each user’s questions, emotions, identity, interactions, and needs.

When you watch live streaming selling products, what is it like when a host responds to users’ questions and interacts with them in a short period of time?

Sisters, moms, my brothers, girlfriends, hot moms, etc. There are more than a dozen ways to call out just one name in the live broadcast room.

Transactions in the live broadcast room must be based on products, functions, materials, festivals, benefits, traffic, emotions, brand interactions, scenes, etc.

When the product sales volume is 500, 1,000, 300, and 1,000 orders, the host's emotions, words, and behaviors are all different.

So everyone, don’t blindly believe that using digital people will definitely make you rich.

You, as a real person, cannot solve the problems of user viewing, retention, sharing, and transactions, so you want to be lazy and rely on a digital person to solve them.

Some bloggers are currently using digital humans to record short videos, and we can clearly feel the inharmonious and awkward feeling of the videos.

Even many people who sell digital human software are using real people to promote their products, so you can imagine the result.

Author: Village Chief, WeChat public account: Shili Village