全球领先的新经济产业第三方数据挖掘与分析机构
关于“ai数字人”的报告
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艾媒咨询 | 2026-2027年中国虚拟数字人产业发展与消费行为洞察报告
虚拟数字人行业以计算机图形学、人工智能、语音合成等技术为核心，创造并运营数字化虚拟角色，覆盖了从形象设计、建模驱动到智能交互的全链条服务，核心产品包括虚拟偶像、数字员工、虚拟主播等数字人形态。近年来，政策支持为行业健康发展提供了制度保障，新技术推动虚拟数字人实现智能交互，大模型与多模态能力的突破显著降低了数字人的制作门槛和交互延迟，元宇宙概念加速了虚拟员工、电商主播等应用落地。随着技术标准化与跨界融合进程加快，虚拟数字人市场正从娱乐领域，向教育、金融等行业全面渗透。
全球领先的新经济产业第三方数据挖掘和分析机构 iiMedia Research（艾媒咨询）最新发布的《2026-2027年中国虚拟数字人产业发展与消费行为洞察报告》显示，2025年中国虚拟数字人带动市场规模达到6402.7亿元，预计到2030年有望达到10468.6亿元，高拟真度、强交互性的产品贴合当下商业服务与内容创作需求，产业仍保持强劲增长态势，数字人技术对关联产业的辐射带动效应持续增强；2025年中国虚拟数字人核心市场规模达到480.6亿元，预计到2030年有望达到935.6亿元，数字人产业正从技术验证阶段加速迈向规模化应用时代。
消费者需求洞察显示，当前AI数字人的应用正从营销和客服等前端场景加速向政务、教育、金融等更广泛的公共服务与商业领域渗透，且以小型和微型企业为主，说明数字人工具正从“奢侈品”走向“消费品”。企业采购逻辑偏向务实，优先保障产品落地安全与实际使用效果，关注使用体验、数据安全、产品基础运行表现与上手难度，相比于品牌名气、售后等外部因素，更看重产品本身安全稳定与落地实用性。同时，国内企业落地AI数字人时普遍面临多重技术适配痛点，分布在前期硬件基础、中期部署兼容、后期运维迭代全流程，增加了企业的使用成本，技术适配门槛是行业普及的阻碍因素，当前AI数字人产品轻量化、一体化、易运维的成熟度仍有较大的提升空间。
重点企业布局方面，万兴科技借力“天幕”多媒体大模型将AI能力嵌入创意软件，探索内容生成闭环；科大讯飞依托语音技术优势，主推高交互性数字人导览并参与国际标准制定；云从科技则侧重人机协同操作系统，将数字人作为AI-agent的重要入口。三家企业路径各异，但共同点在于均试图将数字人升级为智能助手，其战略调整反映了行业对有用性和场景纵深的共识。
展望未来，中国虚拟数字人行业的发展方向将受多重因素综合影响。技术层面，5G、AR与多模态大模型的持续融合，有望进一步提升数字人的交互实时性与场景适应能力；政策层面，行业标准的陆续出台和数据安全相关法规的落地执行，可能对市场竞争格局产生结构性影响。在应用层面，医疗辅助、政务咨询、情感陪伴等垂直场景仍处于早期探索阶段，其商业可行性与规模化路径尚需经过市场检验。与此同时，行业内部存在的同质化竞争、版权确权、数据隐私保护及人机伦理边界等问题，仍需在后续发展中得到持续关注与制度性回应。整体而言，中国虚拟数字人行业正从基础交互能力向复杂任务处理能力演进，实际落地成效及长期产业价值仍需通过具体应用场景中的成本效益表现与用户接受度的长期跟踪来进行验证。 -
艾媒咨询 | 2025年中国品牌电商服务商行业研究报告
在全球数字经济深度发展与中国品牌全球化战略的双重驱动下，品牌电商服务商行业已成为链接消费市场与商业增长的核心枢纽，中国企业凭借全域运营能力与技术革新优势引领全球电商服务生态变革。全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国品牌电商服务商行业研究报告》数据显示，2024年中国品牌电商服务行业市场规模达4468.5亿元，同比增长9.6%；预计2028年将突破5862.3亿元，年复合增长率稳居高位。艾媒咨询分析师认为，在消费场景碎片化与全球化扩张的浪潮下，AI智能决策、跨境全链路服务及垂类精细化运营，正成为驱动行业从“流量托管”向“增长引擎”跃迁的核心动力。行业服务边界持续拓展，从传统电商平台运营延伸至TikTok直播本地化、ESG合规化建设、私域资产沉淀等新兴领域，推动品牌方与服务商关系重构为“全域增长合伙人”。
Driven by the deep development of the global digital economy and China's brand globalization strategy, the brand e-commerce service provider industry has emerged as a core hub linking consumer markets with business growth. Chinese enterprises, leveraging their omnichannel operational capabilities and advantages in technological innovation, are leading the transformation of the global e-commerce service ecosystem. According to the latest "2025 China Brand E-Commerce Service Provider Industry Research Report" released by iiMedia Research, a third-party data mining and analysis institution focusing on the global new economy, the size of China's brand e-commerce service industry reached 446.85 billion yuan in 2024, representing a year-on-year increase of 9.6%. It is projected to exceed 586.23 billion yuan by 2028, with the compound annual growth rate remaining at a high level.
Analysts from iiMedia Research noted that amid the fragmentation of consumption scenarios and the wave of global expansion, AI-powered intelligent decision-making, cross-border full-link services, and vertical niche refined operations have become the core drivers propelling the industry to leap from "traffic management" to "growth engine." The boundaries of services are continuously expanding, extending from traditional e-commerce platform operations to emerging areas such as TikTok live-streaming localization, ESG compliance development, and private domain asset accumulation. This evolution is redefining the relationship between brands and service providers into "omnichannel growth partners." -
艾媒咨询 | 2025年中国AI数字人行业消费行为调查数据
目前，AI 数字人发展态势迅猛，已广泛渗透于各个行业中。新型数字人生成工具也在持续迭代，功能持续优化。在市场层面上，企业对 AI 数字人产品的接受度也在稳步提升。众多企业引入 AI 数字人后，工作流程得以优化，效率显著提升，成本亦有效降低，为企业发展注入全新活力 。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2025年中国AI数字人行业消费行为调查数据》数据显示，当前使用AI数字人的企业主要分布在电子商务、卫生及社会保障和社会福利业、教育和金融等行业，并主要集中在小型企业中，占比达到58.78%。同时，有65.03%的企业已将AI数字人应用到公司发展实践中，说明AI数字人在中国企业中的实际应用已经相当广泛。企业在对AI数字人的功能需求中，对多模态能力（文字、图片、语音、视频处理能力）的需求最高，其次是自然语言理解和人机互动。同时，企业对产品易用性和隐私信息安全的关注度最高，分别达到29.39%和28.72%的占比。企业在持续加大对 AI 数字人应用投入的同时，也在面临诸多挑战。数据显示，数据安全与隐私保护面临的挑战最大，其次就是法规政策与伦理道德。未来随着企业不断完善数据安全保障措施，AI 数字人有望在企业与消费者之间搭建起更紧密、高效的沟通桥梁，为消费者带来更优质、个性化的消费体验，助力企业在激烈的市场竞争中开拓新的增长路径。
Currently, AI digital humans are developing at a rapid pace and have been widely integrated into various industries. New-generation digital human generation tools are continuously being iterated, with their functions being continuously optimized. In terms of the market, enterprises' acceptance of AI digital human products is steadily increasing. After many enterprises introduced AI digital humans, their work processes have been optimized, their efficiency has been significantly improved, and their costs have been effectively reduced, injecting new vitality into the development of enterprises.According to the latest "Survey data on consumer behavior in China's AI digital human industry in 2025" released by iiMedia Research, a third-party data mining and analysis institution in the global new economy industry, enterprises currently using AI digital humans are mainly distributed in industries such as e-commerce, health and social security, social welfare, education, and finance, and are mainly concentrated in small enterprises, accounting for 58.78%. At the same time, 65.03% of enterprises have applied AI digital humans to the practice of corporate development, indicating that the practical application of AI digital humans in Chinese enterprises is already quite extensive.Among enterprises' functional requirements for AI digital humans, the demand for multimodal capabilities (text, image, voice, and video processing capabilities) is the highest, followed by natural language understanding and human-computer interaction. Meanwhile, enterprises pay the most attention to the ease of use of products and the security of private information, accounting for 29.39% and 28.72% respectively.While enterprises are continuously increasing their investment in the application of AI digital humans, they are also facing many challenges. Data shows that data security and privacy protection face the greatest challenges, followed by regulatory policies and ethics. In the future, as enterprises continue to improve data security protection measures, AI digital humans are expected to build a closer and more efficient communication bridge between enterprises and consumers, bringing consumers a better and more personalized consumption experience, and helping enterprises open up new growth paths in the fierce market competition. -
