IUX24
TopMarketWorldEconomyFinanceTechnologyBusinessPoliticsAnalysis & Opinion

Li Jiaqi defends human livestreamers against AI

Chinas top livestreamer Li Jiaqi insists human hosts remain essential as artificial intelligence cuts retail costs. Amid slowing growth, merchants increasingly adopt AI avatars.

Xurve View
Insights:
Li Jiaqi, a prominent livestreamer known for selling beauty and cosmetic products, hosts a livestream at a studio at the headquarters of MeiONE in Shanghai, China, September 7, 2026. REUTERS/Go Nakamura

China's top livestreamer Li Jiaqi is navigating slower growth and AI disruption as the retail sector cools. Online retail sales exceeded 36% in 2025, up from less than 18% in 2021. The shift tests whether star-driven retail channels can maintain momentum against automated broadcasting.