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China’s Singles’ Day shopping festival tested generative AI’s role in driving online shopping, as Alibaba, JD.com and PDD integrated chatbots to help shoppers find products, apply discounts and complete purchases. AI accounted for about 5% of Douyin purchases in October, while JD’s smart assistant had nearly 80 million users. Sales of AI toys exceeded 100 million yuan, and sales of their tokens surged by more than 700%. Festival sales grew 2.4% between October 7 and 31, compared with 1.1% growth in Chinese retail sales through the end of September, raising questions about how reliance on smart agents could affect brand visibility and product pricing.
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