Key facts
- Li Jiaqi, known as China's 'Lipstick King,' believes AI will not replace human livestream hosts.
- AI hosts can reduce livestream operating costs by 80% to 90%, according to JD.com.
- JD.com made its AI hosting service free to merchants in December 2025.
- Rules for clear labeling of AI-generated content took effect in September 2025.
- ByteDance-owned Douyin requires disclosure of digital host use.
Li Jiaqi, dubbed China's 'Lipstick King,' acknowledges that the livestream shopping industry is facing slower growth and disruption from artificial intelligence, but he remains confident in the continued essential role of human presenters. Despite AI's ability to significantly cut costs and stream around the clock, Li believes AI cannot replicate the creativity, new ideas, and crucial trust-building that human hosts provide.
While AI can serve as a tool to improve efficiency, such as an AI version of himself keeping viewers company overnight, Li is skeptical of its ability to influence buying decisions. He views AI and livestream e-commerce as complementary, with AI representing 'yesterday's version' of human thinking. Other industry professionals echo this sentiment, noting that digital presenters struggle to match the nuanced interactions and trust-building of human hosts, which are vital for driving sales.
The industry is navigating a weaker consumer environment, with retail sales growth slowing. Merchants are competing harder for lower consumer budgets, making profitability a priority. While AI adoption is surging, with JD.com offering its AI hosting service for free to merchants and reporting an 80% to 90% reduction in operating costs, the debate continues over AI's ultimate impact. Regulations requiring clear labeling of AI-generated content have taken effect, and platforms like Douyin mandate disclosure of digital hosts. Some experts suggest that as AI content becomes more common, consumers may increasingly seek out the authenticity of human hosts, potentially making less successful human presenters an 'endangered species' who may need to adapt or change careers.