How to Scale Live Commerce with AI Livestreaming

Your best creator just finished a three-hour livestream. Sales were strong. Engagement was high. Viewers were asking questions, discovering products, and checking out in real time.

Then the stream ends.

The creator goes offline, the studio shuts down, and the livestream storefront becomes quiet until the next session.

But consumers don’t stop shopping even when the creator goes offline.

Live commerce is becoming too important to switch off

According to the latest edition of the Google, Temasek, and Bain e-Conomy SEA Report, video commerce accounted for approximately 25% of total e-commerce Gross Merchandise Value (GMV) in Southeast Asia in 2025, expanding from 20% in 2024 (and up from 5% in 2022). Additionally, 3 in 5 people (60%) in the region now shop online, with over 40% of regional shoppers actively relying on video formats to inform their purchasing decisions.

Livestreaming is an increasingly important part of the commerce journey. This is why brands often concentrate livestreams around peak traffic hours and major promotional moments when audience concentration is highest.

However, the challenge is what happens outside those windows.

Consumers browse in the early morning, during lunch breaks, late at night, and whenever they are ready to shop. But keeping human hosts online across every hour is difficult to scale. Limited availability, fatigue, language coverage, and the cost of extended sessions all create a gap between when brands can livestream and when consumers are ready to buy.

This is where AI livestreaming comes in.

How does AI extend live commerce beyond peak human hours?

At AnyMind Group, we see AI livestreaming as an additional layer of infrastructure for live commerce. AnyLive, our AI live commerce platform, enables hybrid human and AI livestreams, where human creators lead peak periods whereas the AI avatars cover off-peak hours. This enables brands to extend livestream coverage while keeping human creators at the center of high-impact commerce moments.

The goal isn’t making AI imitate human warmth, but giving brands 24/7 flexibility. When a consumer browses a storefront at 2 AM with questions about usage, fit, or cross-sells, an offline creator means a lost sale. AnyLive bridges this gap by demonstrating products, addressing objections, and keeping the store shoppable overnight, answering consumer demand, as DHL found that 81% of Asia Pacific shoppersexpect AI-powered tools like virtual shopping assistants.

Ultimately, AnyLive creates a more flexible operating model: human hosts drive impact where presence matters most, while AI captures off-peak demand that would otherwise go untouched.

Beyond keeping commerce active, extended broadcast coverage and AI-hosted sessions can also generate a new layer of consumer insight. Questions, product clicks, viewing behavior, and purchase activity can reveal what consumers are looking for, where they need more information, and what may be holding them back from purchasing.

These insights can then inform future livestreams. Brands can use performance data from these sessions to refine product messaging, improve automated responses, and identify topics for human hosts to address during upcoming campaigns. In short,

AnyLive does more than generate sales; it turns real-time viewer data into better engagement for your next campaign.

How should brands evaluate AI livestream performance?

When human and AI hosts serve different roles, brands should evaluate them using metrics that reflect each host’s contribution to the overall commerce operation.

The question is no longer simply “Which host generates the highest GMV per hour?” but rather, “How can brands maximize the value of both peak and off-peak hours?”

This shifts the focus from host-versus-host performance to the total value generated across the full operating window:

Total Commerce Value = (Human Peak GMV) + (AI Incremental Off-Peak GMV)

Brands should look beyond GMV per hour and consider metrics such as:

• Total active broadcast hours across peak and off-peak hours
• Incremental off-peak GMV generated during AI-hosted hours
• Cost per livestream hour and overall operating efficiency
• Percentage of daily consumer demand covered by active streams

The goal is to match the right type of host to the right moment, and maximize the total opportunity available across the day.

What commercial results are brands achieving with AnyLive?

We are already seeing this model translate into measurable commercial results:

BeNice: BeNice used AnyLive to create a 24/7 livestreaming operation with a multilingual AI avatar host, using livestreams to launch new products exclusively and continuously optimizing the content and approach based on performance. Across a three-month campaign, this approach delivered 278% growth in GMV, 325% growth in orders, and 403% growth in buyers.

Bio-Essence: Bio-Essence used AI avatar-led sessions to create always-on conversational product discovery, with the AI avatar functioning as a 24/7 digital skincare advisor that could address skin concerns, explain ingredient properties, and suggest product pairings in real time. Combined with continuous optimization, the approach expanded livestream coverage from 20 hours a month to 300+ hours (a 15× increase in coverage), while GMV per hour increased by 299% from its April baseline within 90 days.

AI didn’t “beat” the human host. This hybrid model created more opportunities for brands to capture demand across the full day.

How to move from limited streaming to always-on commerce

The next evolution of live commerce is not about choosing between human and AI hosts. It is about building an operating model where each can do what it does best: Human creators remain at the center of high-impact commerce moments. AI extends the reach of those moments, keeping products discoverable and shoppable beyond the hours human hosts can cover.

For brands looking to scale live commerce, the opportunity is no longer limited to getting more from each livestream, but keeping your storefront active and shoppable all day long.

Speak to our team today to learn how AnyLive can scale your live commerce operations across APAC.