Abstract：

With the rapid development of artificial intelligence technology, AI virtual anchors have been widely used in the live-streaming e-commerce field. Relying on advantages such as personalized recommendations, 24/7 operation, and efficient interaction, virtual anchors not only bring higher exposure and conversion rates for brands but also promote the digital transformation of the entire e-commerce industry. However, although virtual anchors show great potential in improving e-commerce efficiency, they still face difficulties in practical applications, such as technical bottlenecks, user acceptance, and brand fit. This paper analyzes the main applications and characteristics of AI virtual anchors in live-streaming e-commerce, discusses the marketing dilemmas they face, and proposes effective marketing strategies to promote the development and popularization of virtual anchors in live-streaming e-commerce.

Key Words：

AI virtual anchor; live-streaming e-commerce; marketing strategy