JD.com’s Digital Human JoyAvatar Serves Over 90,000 Merchants This Year

The scale of adoption here matters less as a headline number than as a signal: JD is positioning digital-human livestreaming as default infrastructure for its merchant base, not a novelty. That shifts competitive pressure onto platforms and third-party livestream tooling that still rely on human hosts for round-the-clock coverage, particularly in categories where always-on selling is now table stakes. The open question is whether this becomes a JD-specific advantage or a standard expectation across Chinese e-commerce, and how merchants weigh AI-hosted sessions against conversion quality.