When Live E-commerce Uses AI Real-time Translation, Foreigners Can Also Understand Li Jiaqi
This year's "Double 11" seems to come earlier than in previous years. And the carnival of the online shopping addicts every year is inseparable from the support of technology. This year, AliExpress, a subsidiary of Alibaba, launched a multi-language real-time translation service before "Double 11", making it easier for consumers around the world to "shop" together.
There is still half a month to "Double 11", but major e-commerce platforms have already begun to gear up and have advanced the pre-sale time to seize the opportunity.
"Double 11" not only comes earlier and earlier, but also goes further and further. It is moving from domestic to overseas, allowing consumers around the world to join the "shopping, buying, buying" team.
Live streaming, which has created a domestic consumer phenomenon, is just beginning to take off overseas
In the e-commerce shopping carnival of the past two years, live streaming is undoubtedly the most popular way to sell goods.
In the early morning of October 21, Tmall's "Double 11" pre-sale started. In just 10 minutes,The transaction volume guided by Taobao Live exceeded the pre-sale live broadcast transaction volume for the whole day last year, and increased by 4 times compared with the same period last year.
That night, the cumulative number of online viewers for the two top anchors, Li Jiaqi and Wei Ya, reached 162 million and 149 million respectively.
The two top anchors who led the public to stay up late to shop both achieved amazing results:
Taobao live broadcast list shows:The total sales of Li Jiaqi and Wei Ya were 3.221 billion yuan and 3.327 billion yuan respectively, with a total amount approaching 7 billion yuan, and sales deposits exceeding 1 billion yuan.
However, while live streaming sales have become a trend in the country, the overseas live streaming industry is just in its infancy.
Major e-commerce platforms will naturally not miss this huge piece of cake and are competing to replicate the live streaming sales model overseas. AliExpress, Alibaba's cross-border export platform, has also been working hard to promote this business in the past two years, and more and more Chinese live streaming anchors are trying to live stream on AliExpress.
However, as Double 11 goes global, it also faces new challenges. Many domestic cross-border e-commerce and foreign trade practitioners also hope to increase product sales through live streaming, but their foreign language proficiency cannot support this beautiful ideal.
AI real-time translation: bridging the language gap in cross-border live streaming
In order to help Chinese cross-border merchants better reach global consumers and let foreigners understand "Oh my god", "Oh my god", and "All girls, buy it!", Alibaba decided to launch the AI real-time translation function on AliExpress before this year's "Double 11".
At 10 pm on October 19, Alibaba conducted a live demonstration of multi-language real-time translation for the global audience.
In this live broadcast, Chinese electric motorcycle stores introduced their products in Chinese.On the screen, however, real-time translations of English, Russian, Spanish, etc. will be displayed (by selecting different servers, consumers can see the language corresponding to their region).
During live broadcasts, even if the environment is noisy, the store owner speaks non-standard Mandarin, or uses dialect or colloquialisms, AI real-time translation can still provide accurate translation.
Previously, language issues have always been a stumbling block for businesses doing overseas live broadcasts.
Data shows that on the AliExpress platform, 87% of the merchants are Chinese.Among them, 82% of Chinese merchants gave up cross-border live streaming because they did not understand foreign languages.In addition, most of the small and medium-sized enterprises on the platform do not have the ability to translate into small languages, while their live broadcast room users usually cover more than a dozen languages.
The AI real-time translation launched by AliExpress will undoubtedly become a powerful tool for foreign trade merchants to conduct cross-border live broadcasts.
It is reported that this is the world's first e-commerce live broadcast that uses AI real-time translation. Chinese merchants only need to start broadcasting in Chinese with one click to reach more than one billion people in English, Spanish and Russian speaking areas around the world. In addition, the comment area will also achieve real-time translation in 18 languages.
Cross-border live broadcasting has put forward new requirements for real-time translation
There is no shortage of voice translation tools on the market. However, in the special scenario of cross-border live streaming, new requirements are put forward for voice translation.
It is reported that there are hundreds of millions of products and tens of billions of product-related professional terms on AliExpress, which places extremely high demands on live broadcast real-time translation technology.It is necessary to overcome problems such as non-standard accents of store owners, many professional terms for products, and rapid updates of new products and new words.In addition, since the live broadcast environment is generally noisy, it will cause great interference to machine translation.
To solve the problem of "not being able to hear clearly or understand what is being said", Alibaba has made the following upgrades based on the general solutions in the industry:
- We have developed a more intelligent voice model that can "clearly hear" live broadcast content in noisy environments;
- In the AI translation task process, the recognition results of visual information are innovatively integrated to rewrite colloquial sentences into formal expressions;
- The DAMO Academy has integrated knowledge from multiple fields into its translation models, which can apply knowledge learned from one instance to other cases, and quickly learn the ever-changing professional terms in different scenarios without the need for retraining.
According to Alibaba's official materials, Alibaba's AI translation technology has undergone multiple iterations and upgrades over the past few years.Currently providing high-quality translations in 214 languages, translating 300 billion words a day.
The application of this technology in cross-border live streaming this year will solve the communication barriers between e-commerce and overseas consumers. It can be foreseen that this year's "Double 11" will be a carnival for global shoppers, and all live streaming sellers will also show off more dazzling results.
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