Navigating innovation: the strategic dynamics of AI-driven live streaming

IF 6.3 3区管理学 Q1 BUSINESS

Electronic Commerce Research and Applications Pub Date : 2026-03-01 Epub Date: 2026-02-01 DOI:10.1016/j.elerap.2026.101581

Haoyu Zhou , Chaocheng He , Jiang Wu , Liuxin Zou

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引用次数: 0

Abstract

The rise of AI streamers in the live-streaming industry has significantly reshaped stakeholder strategies and transformed the ecosystem. While these AI streamers offer operational advantages, their adoption also presents notable challenges. Existing research has primarily focused on the business-to-consumer (B2C) perspective, neglecting the broader dynamics of how AI streamers influence multi-stakeholder interactions within the live streaming ecosystem. This study addresses this gap by developing a tripartite evolutionary game model to explore the strategic interactions among brands, Multi-Channel Networks (MCNs), and platforms, thereby providing a comprehensive understanding of AI streamers’ impact on stakeholders’ strategic decisions. The findings indicate that brand adoption of AI streamers is influenced by factors beyond the balance of additional revenue and adoption costs. Even when additional revenue surpasses adoption costs, brands may hesitate due to concerns over long-term sustainability and technological risks. Sensitivity analysis reveals a non-linear relationship between costs and benefits, highlighting that as adoption costs rise, brands may revert to traditional live streaming despite high revenue. Regulatory strategies play a critical role in shaping brand adoption decisions. In particular, moderate supervision fosters both innovation and stability, whereas overly strict or lenient regulations can hinder AI adoption. Thus, effective calibration of regulations supports AI adoption without compromising market stability. This research contributes to the theoretical understanding of multi-stakeholder ecosystems and offers practical insights for integrating AI innovation with effective governance in live-streaming commerce.

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引领创新：人工智能驱动的直播的战略动态

人工智能主播在直播行业的崛起，极大地重塑了利益相关者的战略，并改变了生态系统。虽然这些人工智能流媒体提供了运营优势，但它们的采用也带来了显著的挑战。现有的研究主要集中在企业对消费者（B2C）的角度，而忽略了人工智能流媒体如何影响直播生态系统中多方利益相关者互动的更广泛动态。本研究通过开发三方进化博弈模型来探索品牌、多渠道网络（mcn）和平台之间的战略互动，从而全面了解人工智能流媒体对利益相关者战略决策的影响，从而解决了这一差距。研究结果表明，人工智能流媒体的品牌采用受到额外收入和采用成本平衡之外的因素的影响。即使额外收入超过采用成本，品牌也可能会因为对长期可持续性和技术风险的担忧而犹豫不决。敏感性分析揭示了成本和收益之间的非线性关系，强调随着采用成本的上升，品牌可能会回归传统的直播，尽管收入很高。监管策略在塑造品牌采用决策方面发挥着关键作用。特别是，适度的监管可以促进创新和稳定，而过于严格或宽松的监管可能会阻碍人工智能的采用。因此，监管的有效校准支持人工智能的采用，而不会损害市场稳定。本研究有助于对多利益相关者生态系统的理论理解，并为将人工智能创新与直播商业的有效治理相结合提供实践见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.