Human Salespeople Still Outsell AI Streamers—But Real-Time Interaction Could Change That

AI Salespeople Aren’t Better Than Humans… Yet

Artificial intelligence is changing online shopping, but when it comes to livestream sales, humans still lead. A recent study from UBC Sauder School of Business shows that AI-powered digital streamers—virtual salespeople who promote products during livestreams—don’t match human streamers in boosting sales. In fact, their performance is only slightly better than having no streamer at all.

Many assume digital streamers must be effective since businesses use them. However, the study reveals that current AI streamers fall short.

What the Study Found

The research analyzed sales data from a popular fashion retailer on Tmall.com, one of the largest e-commerce platforms. They compared 328 product sales across three categories:

• Products promoted by digital streamers (72 items)
• Products promoted by human streamers (74 items)
• Products with no streamer at all (182 items)

Results showed that human streamers significantly increased sales. Digital streamers only showed a minor improvement over no streamer, and far less than humans.

Why Are Digital Streamers Falling Short?

The researchers dug deeper by testing different digital streamer designs with an online grocery retailer on Tmall. They started with a simple cartoon-like avatar and added features such as:

• Realistic voice
• Ability to answer questions in real time

Two factors made the biggest difference:

• Form realism: How human-like the streamer looks
• Behavioural realism: How well the streamer interacts with viewers

The most effective upgrade was enabling real-time Q&A. This feature led to a 25% increase in products sold and an 86% jump in revenue. Adding a lottery feature—where viewers could win prizes during the livestream—also helped, boosting sales by 17% and revenue by 70%.

Other improvements like human-like voices and better visuals helped, but to a lesser extent.

What This Means for Sales Teams

Interactive engagement is key. Digital streamers that can respond to viewers in real time perform much better. This shows that timely, meaningful interactions drive sales, something human streamers naturally do.

A hybrid approach could be the future: humans monitoring AI streamers and stepping in when needed. AI streamers have cost advantages—they can operate 24/7 without breaks or salaries—but businesses shouldn’t expect them to fully replace human salespeople yet.

Choosing digital streamers without improving their ability to engage customers won’t boost sales. The focus should be on upgrading interaction capabilities to get results closer to what humans achieve.

Key Takeaways for Sales Professionals

• Human streamers still outperform AI in livestream sales.
• Real-time interaction is the most important feature for digital streamers to improve sales.
• Visual and voice realism help but are less impactful than interactive features.
• Combining human oversight with AI streamers could optimize performance and cost-efficiency.
• Don’t rely solely on AI streamers without enhancing their engagement abilities.

For sales teams exploring AI tools, understanding these limitations can help set realistic expectations and guide smart investments in technology.

To learn more about how AI can support sales and marketing roles, check out AI courses designed for sales professionals.