Brother Printers Used in Virtual Sales are Now Outselling Real People in China’s Livestreaming Boom

On Taobao, a human salesperson tirelessly promotes Brother printers, livestreaming around the clock in her white shirt and black skirt. Even when no one is watching, she keeps the broadcast going, pitching the printer as a “game-changer” for the office. It’s a never-ending grind, a crucial part of China’s booming livestream e-commerce scene. But while she and others like her pour endless energy into engaging with unseen viewers, there’s a new player on the rise: virtual human salespeople.

These AI-powered avatars, capable of livestreaming non-stop without pause, are quickly outpacing their human counterparts. Unlike real salespeople, who tire, need rest, or face off-days, virtual avatars offer a constant, tireless presence, making them incredibly attractive to brands that want to maximize sales 24/7. In fact, virtual salespeople are already outselling real humans, offering unmatched efficiency and scalability in a market that’s only getting more competitive.

But as AI avatars take over, the question arises: Is this a win for consumers, or the death of genuine human connection in sales? While these virtual assistants may drive sales, they lack the authenticity, relatability, and warmth that human sellers bring. In this rush for efficiency, we risk losing something irreplaceable: the personal touch that only a real person can offer. As livestream sales increasingly lean toward automation, it’s clear that efficiency is taking priority over authenticity. But is this truly progress, or just another instance of technology eroding the human element of retail?