The service enables creators to run livestreams on YouTube, TikTok, and Facebook through digital avatars that can operate around the clock. 

The avatars are available in eight languages, including English, Mandarin, Bahasa Indonesia, Bahasa Melayu, Thai, Vietnamese, Tagalog, and Japanese.

The company has tapped Malaysian content creator Bella Khann to be the first to join the program. With more than 2.6 million followers across TikTok and YouTube, her anticipated AI avatar will debut on her secondary TikTok account, which has over 500,000 followers.

AnyMind said it is in discussions with other creators across Southeast Asia and East Asia to expand participation. 

“We’re opening up a new dimension for creators by extending their influence beyond time and effort, and giving brands access to a new channel for live commerce,” said Akinori Kubo, managing director of global e-commerce at AnyMind Group.

The launch comes as the Asia-Pacific live commerce market is projected to reach US$77 billion by 2030, while the region’s creator economy is expected to surpass US$75 billion by 2032.

The platform also features analytics tools that allow creators to compare the performance of avatar-led and human-led livestreams, as well as AI-generated scripts to improve outcomes.

As of June 2025, AnyMind reported supporting more than 2,300 creators in Asia-Pacific through monetisation, content production, and brand partnerships.

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E-commerce in APAC is thriving, but successfully navigating the region’s diverse languages, cultures, and regulations remains critical for cross-border growth. Social commerce is expected to see double-digit growth in 2024, with 68% of Southeast Asian retailers planning increased investment. While live commerce is gaining momentum on platforms like TikTok, Shopee, and Lazada, challenges such as talent shortages and limited production spaces continue to hinder progress.

AnyMind sought to address these challenges with the launch of AnyLive. The live commerce platform automates and enhances traditional live commerce processes through AI, enabling businesses to capitalise on the growing trend of live commerce while overcoming cross-border expansion obstacles.

AnyLive harnesses generative AI to create virtual live streamers that mirror a brand’s identity. These AI-powered avatars can stream continuously, showcasing products and driving sales in multiple languages, including English, Chinese, Bahasa Indonesia, Thai, Bahasa Malaysia, Vietnamese, and Tagalog, with additional languages in development.

Moreover, AnyLive utilises large-language models to automatically create live-stream scripts based on product information and deliver real-time responses during broadcasts. The platform seamlessly integrates with major e-commerce and social media platforms, including Amazon, Shopee, Lazada, AliExpress, TikTok Shop, Instagram, YouTube, Facebook, and X, enabling brands to expand their reach by streaming simultaneously across multiple channels.

To enhance business support, AnyMind Group is also assembling expert teams to offer operational assistance, including data-driven analysis of viewership, comments, and sales, helping brands optimise their live streams. Additionally, brands can leverage AnyMind’s influencer marketing platform, AnyTag, which boasts a database of over 790,000 influencers, to collaborate with human live streamers and boost engagement during peak times.

Speaking on the launch, Kosuke Sogo, CEO and co-founder of AnyMind Group, said, “Southeast Asia’s e-commerce market presents a tremendous growth opportunity, not just for local brands but also for companies around the world. With the launch of AnyLive, we aim to offer an innovative approach to social commerce and digital marketing. By leveraging our advanced technology and the expertise of our teams across Southeast Asia, East Asia, India, and the Middle East, we are committed to helping businesses establish a competitive edge in this dynamic market.”

Early adopters of AnyLive, including Evian and SUNA, have seen impressive results. Sino-Pacific Trading (Thailand) Co., Ltd. reduced Evian’s live commerce costs by 90% while boosting monthly streaming hours. Additionally, GenAI streamers outperformed human streamers in GMV. NIL CO., Ltd. improved SUNA’s sales in Thailand and Malaysia, gaining valuable insights into viewer behaviour and planning to combine AI and human streamers for an enhanced strategy.

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