India, June 26 -- When AnyLive, the AI-powered platform which supports live commerce online through virtual hosts, enabled mineral water brand Evian to run round-the-clock live streams using AI avatars along with human hosts, it increased the brand's live shopping sales by more than three times. Except that this happened in Thailand since the tech company which operates AnyLive, is big in Asian markets such as Japan, Korea, Vietnam, Indonesia and Philippines.

Aditya Aima, co-MD, India and MENA region at AnyMind Group, said India was behind other Asian markets in live commerce, that is, selling products via live videos. "In India, platforms have not driven that behavioural change or made it easier for consumers to shop through a live link...