Please advise your boss not to be a big enemy of digital people

01Recently, some businesses launched the live broadcast of digital people, but the live broadcast room was closed less than a minute after the start of the broadcast. Tiktok Live was banned from live broadcast for a week

01

Recently, some businesses launched the live broadcast of digital people, but the live broadcast room was closed less than a minute after the start of the broadcast. Tiktok Live was banned from live broadcast for a week. Only Pinduoduo Live was allowed to broadcast, but no deal was made.

The digital person who spent nearly 300 million yuan to buy is facing the dilemma of being unable to use it without making a penny.

Many people listen, what is 30000 yuan? Are you sure it's Chinese yuan? Is digital people so expensive? Didn't the live streaming platform say a few hundred yuan per month?

The merchant said, is it expensive? The official digital person for Taobao live streaming is 46000 yuan per year, and third-party service providers have provided several sets for only 30000 yuan.

Go out and inquire about someone who has been cut off with leeks for 35000 yuan:

Also, the chopped leeks remind everyone not to be deceived:

Judging from this technique and address, it seems that the chopped leeks have joined forces to seek revenge.

It seems that whether a digital person with around 30000 yuan is reasonable or unreasonable depends on who they compare to. Compared to those who spend a few hundred yuan per month, it is indeed expensive, but compared to more expensive people, 30000 yuan seems reasonable.

Do you think, 'How much does it cost to hire an anchor?' 'One anchor also needs to be paired with an operator. How much does the cost add up to two people?' 'The anchor has matured and left, how much do you lose?' 'Your opponent has been doing live streaming for tens of millions of dollars a year, but you don't do it, okay?' 'The future is the era of digital people. Does your company have any holes in this area?'

How many bosses can stand these words once they are skillful? This is only a few tens of thousands of yuan. The money spent on treating big clients to a meal can keep up with the trend of the times and be worth it!

In addition to these obvious reasons, some companies have experienced a severe decline in other channels this year. For example, some offline channels have evaporated and lost sales, leading to a decline in June and a decline in July. The boss thought to himself, 'We can't wait anymore, we must find new growth.'.

I don't know whether digital people are good or not, but the boss knows that in recent years, one trend after another has been on the internet. 20 years ago, internet companies sold website addresses to factory owners, 15 years ago lobbied bosses to open online stores, 10 years ago started WeChat and entered the mobile internet, 8 years ago started O2O, and 5 years ago started live streaming. Bosses who have not caught these trends are indeed a bit afraid, After all, many of the past trends were correct. Nowadays, with the advent of digital talent and AI, there are no other opportunities. If we don't seize this trend, what are we still doing in the business circle?

But is this air vent really catching right?

02

Can digital live streaming be used? Looking at the situation:

If your company's self broadcasting has not achieved success on major platforms, or even done so, directly entering digital live streaming is basically a dead end;

If your company's self broadcasting has achieved some success on a certain platform and cannot be sustainable due to hosting issues, it may still be helpful to borrow digital human anchors to support it for a while.

The problem is that most of the bosses who have become the victims of digital human error are those who have not done live streaming or are not doing it well. Now they want to use digital human live streaming to overtake on curves; And those companies with a live streaming foundation do not place too much emphasis on digital live streaming.

This is a paradox. The less you understand, the less you know. The more actively you engage in digital live streaming, the more you are pitted; The more experienced, the calmer, and the more aware the limitations of digital people.

It is a consensus in the industry that digital people cannot replace live streamers in the short term. Live streaming requires atmosphere, emotions, empathy, interaction, and adaptability, but these are all things that digital people cannot do.

What a digital person can do is if you give her a paragraph and she reads it out expressionlessly, her mouth shape doesn't match, and her body movements are even messy. Now, even the most basic functions are not perfect, why rely on a digital person to overtake on a curve?

However, the core issue is that the platform has its own digital human products, and third-party digital humans are not popular in platform testing. For example, Taobao Live had already done digital live streaming a few years ago, and anchors such as Shirley Lin Shanshan still used it, but due to the average effect, it was temporarily suspended.

Now, Taobao's digital people are open to merchants, more expensive than third-party products, but official genuine products will not be banned.

Tiktok does not encourage digital people to live, but only allows but raises the threshold. If only digital people are broadcasting, they will be basically banned, but providing a real machine seat with someone sitting there and digital people floating on the screen to explain may still be possible.

Tiktok does so entirely from the perspective of taking care of users' feelings. Because users like Tiktok, the most important thing is to like the content on the platform. If there are too many digital people and the content is expressionless and repetitive official jargon, users will definitely leave the platform.

In addition, Tiktok Taobao has severely cracked down on recording and broadcasting. Recording and broadcasting originally had some emotions and content, but lacked interaction. Digital human is a kind of lower level recording and broadcasting, which is completely under attack.

At the beginning, I mentioned that Pinduoduo seems to be more tolerant of digital people's live broadcast. Indeed, Pinduoduo's own live broadcast is not good, and it is not so strict with technical live broadcast. Anyway, it is to reduce business costs. If digital people's live broadcast can really achieve a higher conversion rate than pictures and texts, it just solves its own shortcomings in live broadcast, so Pinduoduo is more tolerant.

However, saying that digital people are a big mouth is a bit deceptive. Digital people are just in a simple trial period, and the platform does not have any big encouragement, belonging to a state of walking and watching.

Thirdly, digital human service companies are too chaotic.

What short videos promoting digital people say that they have built many digital people live broadcast booths, but if you look carefully, the live broadcast booths they reveal are not real live broadcast booths at all, just a video. There are no online people, no account name, no interaction, and the following video Progress bar:

The videos recorded by digital companies themselves are not real live streaming rooms, how reliable do you expect their technology to be?

Another digital company is even more exaggerated, with some users asking, how can we not be banned? They replied, "Have you understood

This means that whether to seal or not depends on you, and it has nothing to do with their technology. Technology only provides cloning technology, regardless of operation.

However, companies and individuals who dare to join digital people now are mainly live broadcast Xiaobai. You expect that live broadcast Xiaobai can "play with" digital people. This is not just a liar Victim blaming that you deserve to be cheated because you are not smart anymore!

This set of throwing pot logic can be considered shameless to the extreme!

In fact, there is not much threshold for digital human technology, and the functions have been modularized. A few technical personnel can handle it, so companies that provide digital humans are everywhere.

In order to improve their competitiveness, they emphasize on the one hand that they are the source of digital people, not wholesalers, agents, or copying others' technology. They are the source factory; Secondly, they crack down on and criticize pyramid schemes that engage in franchising and cutting leeks, appearing to be particularly righteous.

So are digital people really useless? Is it all just a scam?

Not necessarily.

03

As I mentioned earlier, if your company has a certain live streaming foundation and operational capabilities, but you want to use digital people to support it just because the anchor is unstable, it would still be helpful.

Firstly, you can use digital people to create short videos for official accounts, official websites, and official chats. If you can add creative content, you may still attract followers, but this requires relatively high operational capabilities.

Digital people lack warmth compared to real people, but they are more expressive than text and images. If they can directly connect with customer service and increase interactive effects, digital people are still quite valuable.

Secondly, if digital people are used for live streaming, a high-level operational team is needed to solve the problem of preventing blockages, such as how to increase realism and interactivity in digital people live streaming. Some companies may use chatGPT technology to increase interaction, allowing users to enter the live streaming room and pronounce their names, but the sound is too mechanical. If you want to add an operation for digital people live streaming, it seems too cost-effective now.

04

In summary, digital live streaming has been hyped up too much. Many short videos explaining digital people have left comments on how to join, and I'm not sure if it's a request. However, as enterprise personnel, I suggest that everyone:

If you haven't browsed the digital person live streaming room yourself, never buy a digital person, which means the platform doesn't support it and the digital person technology is also very immature.

Nowadays, the prices of digital people are very chaotic. Don't rush in. Price is actually not the most important thing. As long as the technology of digital people is mature, 100000 yuan per year is worth it, because mature digital people are a tool for making money, as long as they can earn it back, it is worth it; Immature digital people are just garbage. Don't even use them for nothing, it insults your own brand and personal image.

Mature digital human technology requires strong collaboration between analytical AI and generative AI to be effective. It is not just a simple digital image, and the development of AI will not take three to five years to reach a new level. Therefore, rest assured, no business can overtake through digital human curves, only digital human service providers can take advantage of everyone's ignorance and cut a wave first.

Finally, advise your boss not to be a big enemy of digital people. Although business is not going well this year, don't mess around.

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