Li Jiaqi addresses AI disruption and slower growth in livestream shopping

by@Reuters

Summary

Li Jiaqi, known as China's "Lipstick King," is adapting to the slower growth and increasing influence of artificial intelligence in the livestream shopping sector, where he has been a prominent figure for nearly a decade. Despite facing challenges, such as a sluggish retail environment and competition from AI hosts that can significantly reduce operational costs, Li remains optimistic about the role of human presenters in the industry. He argues that AI cannot fully replicate the trust and nuanced interaction that human hosts provide, a sentiment shared by others in the field. Regulations implemented in September 2025 require clear labeling of AI-generated content, underlining the ongoing evolution of livestream shopping in China toward a more stable phase focused on profitability and competition.

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Analysis

JD.com: JD.com is a major Chinese e-commerce platform that has expanded into AI-powered tools for merchants, including livestream hosting services. It launched its AI hosting offering as a free service in late 2025, accelerating industry adoption of digital presenters. The company features in the news as an example of how AI is reshaping livestream e-commerce costs and operations. Li Jiaqi: Li Jiaqi is a leading Chinese livestreamer specializing in beauty and cosmetics sales through interactive online broadcasts. He has operated in the sector since 2016 and remains a key figure as the industry matures. In the current news, he discusses adapting to slower growth while viewing AI as a complementary tool rather than a replacement for human hosts. Zhang Junling: Zhang Junling serves as vice president of Romomo, a Shanghai-based livestreaming agency. He offers insights into brand strategies and operational shifts in the industry. The news quotes him on the move toward technology and systems over reliance on individual celebrity hosts. Ashley Dudarenok: Ashley Dudarenok is the founder of Chozan, a digital consultancy focused on e-commerce and consumer trends in China. She provides expert analysis on the livestream shopping sector's evolution. In the news, she comments on intensified competition for consumers and the potential return to human authenticity amid rising AI use. Regulation: China's rules requiring clear labelling of AI-generated content took effect in September 2025, with platforms like Douyin banning fully AI-generated livestreams. AI Integration: E-commerce platforms are deploying AI hosts to operate continuously and reduce reliance on human presenters in livestream commerce. Industry Evolution: Livestream shopping in China has shifted from rapid expansion to a more stable phase with greater emphasis on profitability and competition.

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