Under the outlet of the universe: the value and concern behind the company crazy “making people”

Text/Zhang Congxiang

Edit/Wang Xiaokun

Following the reputation of some traffic stars, virtual numbers seem to be the best choice for business owners to speak.

What is a virtual number? The “Species” in the “2020 Virtual Digital People Development White Paper” released by the China Artificial Intelligence Industry Development Alliance and Zhongguancun Digital Intelligence Industry Alliance define this “species”:

Virtual numeric persons refer to virtual characters with digital appearance, and should have the character’s appearance (appearance, gender, personality and other character characteristics), human behavior (language, facial expression, and physical movement ability), human thought (identify the outside world outside the outside world The environment and interaction with others).

Picture source: IC Photo

Whether it is Ayayi, the digital manager of Tmall Super Brand Day, Cui Xiaowan, the virtual digital employee of the Best Newcomer Award of Vanke Headquarters, Jiangsu Satellite TV 2022 New Year’s Eve Concert, the virtual Teresa Teng, Hunan Satellite TV’s new variety show “You Okay, Xiaoyang, the digital host of Saturday “, is a digital IP created by technology companies such as Jihara, Liu Yexi, 翎 _ling, A-Soul, and even Tsinghua virtual college students Huazhibing, Baixin Bank’s first virtual figures Employee Aiya and other companies have chosen “making people” for a while, and the virtual digital human market has also shown a heating trend. According to incomplete statistics, at least 19 financing occurred in the field of domestic virtual idols/digital people in 2021.

Based on the application scenarios of virtual digital people, it can be divided into: service -oriented virtual digital person (PGC+function type), virtual idol (PGC+IP value), digital body (UGC+function), creative carrier (UGC+IP value) Four categories.

Industry insiders said that service -oriented virtual humans provide services in specific scenarios to replace social roles in many service industries, such as corporate employees, hosts, medical consultants, housekeepers, etc.; Identity virtual human -like Virtual image and landing in the field of entertainment games, such as idol virtual human, live broadcast virtual human. Relevant reports show that the identity virtual digital person is about 175 billion, and the total scale of the service -oriented virtual digital person exceeds 95 billion. The market is currently in the early stage of development and cultivation.

Strong virtual digital human industry

Virtual digital people are considered an important medium to link the Yuan universe. Under the air outlet of the Yuan universe, due to the reasons such as pinching and customizing, for a long time, virtual digital people have been received by young people, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan, especially Yuan Yuan. Welcome to the universe enthusiast. In other words, the current market has been trained, and young people’s acceptance of virtual number people is also relatively high.

The “2021” Gen Dynasty “Entertainment Content Consumption Research” released by Yien’s data shows that the consumption phenomenon of the content of the circle of generations has gradually become prominent, becoming an important consumer group for virtual idols.

At the same time, young people have a strong willingness to pay for virtual idols, and the abundance of peripheral products drives the ability to monetize. The brand side also fancy this trend, and has also launched their respective virtual idol industries.

This is because, compared to traffic stars, virtual idols will not occur after the shape and people are built, and the “collapse” will no longer occur and the brand image will be damaged. In addition, virtual idols are generally closer to the idol shape in the minds of fans, and the customization of virtual idols will also meet the needs of fans.

With the continuous development of the virtual idol industry ecology, peripheral products such as hand -made and records have become the best channel for the realization of virtual idol traffic. Fans are also willing to spend more money and energy to support virtual idols. Ai Media Consultation data shows that 80%of netizens spend less than 1,000 yuan per month for virtual idols, and 37.6%of netizens expressed their willingness to spend more money to support virtual idols.

The “Deep Report of the 2021 Virtual Digital Human Industry” shows that in 2030, the overall market size of virtual digital people in my country will reach 270 billion. The expansion of the market size is inseparable from policy support. Since the epidemic, policies on 5G, cloud computing, artificial intelligence, virtual reality and augmented reality have been introduced and implemented, and a number of software and hardware facilities related to digital people have been encouraged.

At the same time, it was mentioned in the “Fourteenth Five -Year Plan” Science and Technology Development Plan released by the State Administration of Radio, Film and Television, and the Internet, which is mentioned that it has strengthened artificial intelligence, big data, blockchain in content selection, material integration, and editing production The application of content review, media asset management, and subtitle production to promote the intelligentization of the production process. Promote the production of virtual anchors and animation sign languages ​​in programs such as news broadcasting, weather forecasting, variety show science and education, innovate program forms, and improve the efficiency and intelligence level of broadcasting.

As a result, in addition to the virtual IP created by the brand himself, the virtual digital person also appeared in the live broadcast room of the Central Media as an anchor. On December 16, 2021, Xinhua News Agency’s AI synthetic anchor “Xinxiao Hao”, “New Xiao Meng” and virtual anime “TV chicken” and “Infinite Girl” conducted an unprecedented news connection, rushing to Weibo hot search, and hot search on Weibo Search for hot search. Essence

All of the above are the best practice of virtual digital people. So, what technology does the virtual digital human industry support?

元宇宙风口下:企业疯狂“造人”背后的价值与担忧

Participating upstream and downstream players

The existence of virtual digital people is inseparable from technical support, and now major manufacturers have participated in, such as HKUST Xunfei, Baidu, Microsoft, Douyin Liu Yexi, Lan Lao Su Xiaomei, and even now the banking industry has begun to “make people”, Used for digital transformation. But the starting point of each virtual number person is different, and the role they play are different.

For example, Liu Yexi, who sucked 4.28 million in a week, and the technology behind the technology of Chuangyi Technology wanted to “build Disney in the Yuan universe” through a virtual number. Chuangyi Technology CEO Liang Zikang said that Chuangyi Technology will “start with interactive videos, short dramas, movies and other media content as the starting point, to build a cross -media concept of interaction, and to interact with real time and space. The platform, establish a more closely Chinese -style Marvel Universe view with the audience. “

The purpose of Cui Xiao Pan, the winner of the Outstanding Newcomer Award of Vanke Headquarters, is to “pay for prepaid/overdue documents for prepaid/overdue documents.” Under the blessing of deep neural network technology, Cui Xiaowan showed his skills in various collection/overdue reminders and work abnormal detection with the efficiency of thousands of times higher than human beings. The rate reaches 91.44%.

In fact, the virtual digital human industry seems to be hot, and the industrial chain behind it is mainly composed of: technical solution (basic layer, platform layer) and content application (application layer, operation layer).

From the perspective of upstream and downstream, the upstream of virtual digital people is mainly a service provider providing basic software and hardware facilities for virtual human production. For example, manufacturers who can provide related technologies such as modeling, action capture and rendering, Nvidia, etc. The midstream provides virtual digital people with software and hardware systems, production technology service platforms, and AI capability platforms such as HKUST Xunfei and Baidu. The downstream is a manufacturer that operates and monetates virtual digital people, such as NetEase, Tencent, etc.

Taking Baidu as an example, Baidu recently released the digital human generation platform Baidu Smart Yunxi Ling. This is a platform -level product that integrates digital people’s production, content creation, and business configuration services. It provides one -stop virtual hosts, virtual employees, virtual idols such as radio and television, interoperability, finance, government affairs, operators, retail and other industries. The creation and operation service of the brand spokesperson.

At present, Baidu Intelligent Yunxi Ling has created CCTV News AI sign language anchor, Aerospace Bureau Mars Cart Digital Man, CCTV Virtual Host Xiao C, Baidu Group Digital Person, CCTV, Series digital people.

A little worry behind crazy

After the appearance of virtual numeric people, some voices said that the work of virtual numeric people has invaded the emotional highlands such as idols from simple and repeated mechanical labor in the past. Intersection

The American science fiction drama “Western World” may be alert to us. In the paradise manufactured by high -tech, when these high -tech manufacturers awakened, they began to resist and slavery humans.

元宇宙风口下:企业疯狂“造人”背后的价值与担忧

Due to the lack of relevant industry standards and legal policies, the development of virtual digital human technology has also triggered some legal issues and ethical risks. Insiders believe that virtual digital people are easily immersed in the virtual world because they are “injected” by emotional elements. They cannot tell which is the virtual world in the real world, and even easily cause some ethical issues.

Therefore, at the standard level and safety ethics of the virtual digital human industrial system, not only lack uniform technical standards and requirements in the industry, the quality of product quality is different, and relevant laws and regulations and ethical specifications are still to be improved, and there are certain potential risks.

The imperfections of the talent supply system are also the main bottlenecks that restrict the development of virtual digital people. At present, the industry urgently needs a comprehensive talent supply system, especially the cross -border talent system to ensure the healthy operation of the industry.

However, it is clear that virtual digital human technology is further empowerment and exploration of real life, but virtual reality technology is still in the early stage of development. The lack of overall industry standards. highway.

Picture source: IC Photo