In an era where e-commerce is continuously evolving, the latest shift is marked by the innovative integration of AI technology into livestreaming formats. A striking example of this development is the collaboration between BROTHER, a prominent printer brand, and PLTFRM, a creative agency specializing in digital branding. Together, they have executed an AI-powered virtual human livestream that has redefined sales strategies and driven a staggering 30% increase in BROTHER’s e-commerce sales.

The transformation began on July 29, 2025, when BROTHER adopted PLTFRM’s AI virtual human for its livestream sales platform. This technology allows a digital avatar to host interactive livestreams, mimicking human behavior in a remarkably realistic manner. The emergence of AI livestreaming marks a significant shift in China’s e-commerce landscape, with influential figures like JD.com founder Richard Liu embracing similar technology to promote their own sales efforts.

What sets AI livestreaming apart from traditional methods is its efficiency. Traditionally, a human-hosted livestream relies on a team of individuals that includes hosts, technical operators, and support staff to engage viewers. In contrast, AI-generated hosts can operate round the clock with minimal manpower. This enables brands to conduct uninterrupted sales presentations at any hour of the day, resulting in lower operational costs and improved sales outcomes.

Revolutionizing Brand Engagement

BROTHER’s initial foray into AI livestreaming was to enhance brand visibility during off-peak hours. Head of Branding at BROTHER China, Ms. Gu, expressed that they did not initially expect significant sales growth, with the campaign intended more for maintaining a consistent brand presence. However, the results exceeded expectations dramatically—within just two hours of launching their first AI livestream, BROTHER generated over ¥18,000 (approximately US$2,500) in direct sales.

This immediate success led to an ongoing commitment to AI-driven livestreaming across BROTHER’s flagship online stores on JD.com and Tmall, where these virtual humans now operate continuously. A remarkable achievement has been the significant reduction in livestreaming costs by 80%, while simultaneously witnessing the 30% increase in sales. Such metrics demonstrate not only the financial benefits but also the technological prowess that AI brings to e-commerce.

Unlocking New Sales Channels

One of the most enlightening revelations from BROTHER’s experience is the changing dynamics of customer engagement. With traditional livestreams, sales opportunities during late-night hours were often overlooked. Yet, the AI avatar has been able to tap into this previously underutilized audience segment, garnering around 30% of total sales during off-peak times. The success in reaching new customers, especially first-time buyers, can be attributed to the AI host’s ability to deliver informative and professional explanations of BROTHER’s product range at any time.

This passage into a new era not only showcases the effectiveness of BROTHER’s AI avatar but highlights the changing consumer behavior patterns toward 24/7 accessibility. Customers are increasingly seeking information and engagement outside conventional hours, and BROTHER has successfully met this demand through innovative technology.

The Future of E-Commerce

The implications of BROTHER’s success with AI virtual human livestreaming extend beyond just sales figures. It indicates a significant shift in how brands can interact with customers in an ever-demanding market. As consumers continue to seek instant access to products and services, technologies such as AI livestreaming will likely become standard practice for e-commerce operations across various sectors.

As BROTHER models this new approach to digital sales, it opens the door for more businesses to explore AI integrations and their respective potential benefits. The combination of increased sales, reduced operating expenses, and enhanced customer interaction presents a compelling case for the future of e-commerce—one where AI plays an integral role in shaping brand strategies and consumer experiences.