Streaming the Future

This chapter aims to explore and comprehend how the integration of Artificial Intelligence (AI) and emerging technologies in contemporary communication practices, with a focus on the rise of AI live streamers in online e-commerce platforms such as TikTok Shop in Southeast Asia countries. As AI-generated influencers and virtual streamers become increasingly popular and have a strong presence in digital marketplaces, this chapter aims to analyze how these technologies may help brands drive continuous engagement, reduce costs, and maintain a 24/7 presence with consumers. Through real-world case studies and platform trends, the chapter not only provides information about the benefits but also shows the negative side of implementing AI live streamers, such as marketing ethics and how the utilization of AI live streamers may create an impact on consumer trust, parasocial or emotional connections, or even authenticity of the brands themselves.