What makes or breaks a brand in a live room?

Makes: live shopping can convert 9% to 30% of viewers versus roughly 2% to 3% for standard e-commerce, although audiences and categories differ. Breaks: the host. Live claims move faster than compliance teams, and China's new rules keep the operator liable when AI enters the room. If the AI host invents the claim, the operator owns the problem. Script the claims, own the data, rent the face.