AI-Powered Digital Streamers in Online Retail: Empirical Insights and Design Strategies from Experiments – MSI

Working Paper

AI-Powered Digital Streamers in Online Retail: Empirical Insights and Design Strategies from Experiments

Yahui Liu, Lei Wang, Shuai Yang and Yanwen Wang

Mar 21, 2025

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Uses a quasi-experiment to determine whether digital streamers can drive online sales and a randomized field experiment to determine specific enhancements that can increase this effect.

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research recap

Can AI-Powered Digital Streamers Influence Social Shoppers?

As influencers and social shopping sites proliferate, retailers need scalable ways to engage consumers. AI-assisted digital streamers can help, but retailers must focus on features that replicate human engagement. Behavioral realism—real-time Q&A and other interactive features—are among the most effective strategies making AI streamers competitive with human influencers.

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