To examine the optimal live-streaming model for manufacturers and its influencing factors under artificial intelligence (AI) conditions, this study introduces two variables: the intelligence level of AI streamers and livestream duration sensitivity. Two models are constructed, solved using optimization theory, and evaluated through comparative and sensitivity analyses. The findings are as follows: (1) Compared with Key Opinion Leader (KOL) live streaming, AI live streaming does not always lead to higher profits for manufacturers. AI streamers with greater endurance and intelligence are preferred only under specific conditions. (2) Manufacturers will opt for AI live streaming under four scenarios: high livestream duration sensitivity, moderate livestream duration sensitivity with high-intelligence AI streamers, high commission rates with low livestream duration sensitivity, high commission rates combined with moderate livestream duration sensitivity and low-intelligence AI streamers. (3) Although AI live streaming can effectively lower live streaming costs, manufacturers do not necessarily implement price reduction strategies accordingly. Only when both livestream duration sensitivity and the intelligence level of AI streamers are low do manufacturers potentially reduce prices to compensate for any negative experiences resulting from suboptimal live-streaming effects. Additionally, the study further explores four different scenarios, including KOLs' fixed fees, AI streamers with higher intelligence than KOLs, one-time investment costs for AI live-streaming, and AI streamers without popularity, thereby validating the robustness of the constructed model.
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