Chen, Pingping; Zhao, Peixin; Zhang, Huiru; Xu, Shuaijie - In: Journal of management science and engineering 11 (2026) 1, pp. 189-206
The rapid development of network technology and live-streaming sales has facilitated the emergence of artificial intelligence digital human (AI) live-streaming technology, posing new challenges to traditional key opinion leader (KOL) live-streaming, particularly in highly competitive market...