Real or virtual: Can digital hosts win over consumers?

With the rapid growth of livestream e-commerce in China, digital human hosts have emerged as an innovative business model for brand-consumer interaction. This case explores their application and impact on consumer experience. Faced with a shortage of human hosts and rising operational costs, digital human hosts provide a solution by addressing host shortages while offering stable, 24/7 services and reducing costs. However, consumer acceptance is influenced by factors such as image design and interactivity. Overly realistic images of digital humans may trigger consumer uneasiness, eeriness, or unwillingness to acceptance, while overly mechanical interactions may weaken their appeal. Focus group research revealed that digital hosts resonate with young, tech-savvy consumers, though challenges remain in balancing technological sophistication with humanized design. A hybrid mode combining both digital and human hosts was adopted, with ongoing optimization based on market feedback.