China’s livestream shopping star faces slowing growth and AI-driven disruption

Since debuting in 2016, Li Jiaqi has become the face of China’s livestream beauty market, driving billions in sales to over 100 million followers. He now observes that the sector’s rapid expansion has tempered, with retail growth slowing and household spending remaining modest. AI technologies are being adopted to lower livestream costs, with JD.com providing free AI hosting that can slash expenses by up to 90 percent, prompting concerns about the future role of human presenters.

Li maintains that AI can supplement but not replace live hosts, emphasizing the need for real-time insight and trust that machines lack. Other industry voices, such as Ashley Dudarenok of Chozan and Romomo’s Lu Lin, echo the view that human nuance and credibility remain critical. New regulations requiring clear labeling of AI-generated content and platform bans on fully AI streams further shape the evolving landscape, as brands focus on profitability and competition shifts from individual hosts to larger operational capabilities.