JD Digital Humans Host Brand IP Livestreams
京东JoyAI · wechat · 2026-07-16
This article explores how JD's digital humans transform brand IPs into interactive, livestream-ready content assets for marketing. On July 17, the "Hot Blooded Football Season AI Watch Party" will feature a livestream lineup of brand IPs like Hisense Harry, Mengniu Niu Mengmeng, Wuliangye Xiaowu, Lenovo Rescue Girl, and Wanglaoji Daji. They will participate in interactive activities like match predictions, red envelope drops, and jersey giveaways.
JD emphasizes they aren't just creating "virtual avatars." They integrate digital human generation, driving, expression, and AIGC content capabilities directly into livestreams, platform resources, product perks, and campaign data, forming a reusable AI marketing playbook. Past campaigns include capybara slow-livestreams, Shanxi tourism collaborations, MCM co-branding, and the Honor digital boyband, validating content and interactive strategies for brand IPs across diverse scenarios.
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