The future of live-streaming commerce: understanding the role of AI-powered virtual streamers

Purpose The study aims to investigate how artificial intelligence (AI)-powered virtual streamers can supercharge brands in live-streaming virtual commerce (v-commerce). Built upon social identity theory (SIT) and experiential value theory, we developed a framework to investigate the impact of AI-powered virtual streamers’ personalization and human-like personalities and live-streaming v-commerce’s system quality and content quality on brand image, mediated by parasocial interaction and experiential value. Design/methodology/approach A survey was designed and distributed to the target respondents via social media channels. SmartPLS version 4.0.9.4 was used to analyze a total of 354 responses after the data were obtained via purposive sampling. Findings The results show that personalization, human-like personality, system quality and content quality are positively associated with parasocial interaction and experiential value, which subsequently impact brand image. Originality/value This study addresses the gap of relatively sparse academic literature on the implications of AI-powered virtual streamers in live-streaming v-commerce on brand image.