Why AI Avatars Are Outselling Human Sales Staff

Imagine tuning into a livestream and encountering a flawless, ever-smiling salesperson who never needs a break, never falters in enthusiasm, and never sleeps. In China’s booming livestream e-commerce scene, that “salesperson” might very well be an AI—an avatar powered by artificial intelligence that is already outperforming real humans.

Virtual Avatars: Sales Superstars

This revolution is not speculation—it’s happening right now. In China, AI “virtual human” salespeople are selling products 24/7 across major platforms like Taobao and Pinduoduo, orchestrated by Shanghai-based PLTFRM. These avatars are built using Baidu’s video models and DeepSeek’s language capabilities, enabling them to generate dynamic scripts and answer customer comments in real-time—far beyond the limitations of pre-recorded or canned dialogue.

One standout example comes from Brother, the Japanese electronics firm. Its AI avatar sold $2,500 worth of printers within just two hours—boasting a 30% increase in sales compared to human-hosted livestreams. Now, checking how much the AI avatar sold overnight is part of the daily routine.

Humans vs. Avatars: The Advantage of Endurance

A key difference between human and virtual hosts? Endurance. Alexandre Ouairy, PLTFRM’s co-founder, explains that human livestreamers typically fade after three to four hours—they lose energy, their voice gets tired, and charisma dips. AI avatars, on the other hand, maintain consistent engagement, energy, and messaging—around the clock.

Ouairy further notes that in many deployments, AI-driven sales performance regularly surpasses human output, especially over prolonged streams. Avatars aren’t hampered by fatigue, and their standardized delivery preserves momentum.

Scale of Live Commerce in China

China’s livestream e-commerce market is massive and growing. In 2024, over one-third of all e-commerce sales occurred during live broadcasts, and half of all Chinese consumers made purchases while watching livestreams. This meteoric rise has made livestreaming one of the most potent marketing channels in the country.

Beyond Sales: AI Influencer Takeovers

PLTFRM currently focuses on livestream shopping platforms rather than social media—its avatars act as sales reps within a “store-like” context. But there are already experiments blending AI avatars with influencer marketing. Baidu, for example, hosted a livestream featuring an AI version of influencer Luo Yonghao, which drew 13 million viewers and generated over RMB 55 million (around $7.7 million) in sales.

Still, platforms like Douyin—China’s TikTok—have been hesitant to permit AI-generated livestream avatars. This barrier remains a strategic difference between shopping-oriented platforms and broader social media.

What It Means for Human Hosts

The rise of AI avatars doesn’t necessarily spell the end for human livestreamers—but it does signal a shift. Human talent still leads in authenticity, spontaneity, and personal connection. Yet many businesses are turning to a hybrid model: humans start the livestream, then an AI avatar takes over when they need rest.

However, given the economic advantage—24/7 activity, no labor costs, consistent messaging—the trend is clear: brands are moving from influencer-driven marketing toward direct, AI-driven sales channels. This shift could reduce reliance on human creators over time, reshaping the e-commerce ecosystem.

Final Thoughts

China’s livestream commerce transformation offers a glimpse into the next evolution of sales: AI-powered, always-on, and increasingly effective. These virtual human salespeople are far from sci-fi—they are a strategic choice powered by data, endurance, and automation. For human livestreamers, the message is clear: adapt, collaborate with AI, or risk being sidelined.