AI commerce in China is extending beyond product recommendations, with this year’s Singles Day campaign featuring AI services, devices and computing credits alongside conventional online shopping.

The annual event now runs across several weeks, with platforms setting different campaign dates. Alibaba’s Taobao and Tmall are promoting AI research tools, virtual clothing try-ons and discount discovery. JD.com and Douyin are also incorporating AI into shopping journeys.

The products on offer reflect a broader range of consumer uses. Alibaba says AI toys generated more than 100 million yuan, or about $15 million, in sales on its platforms within a year of becoming a new category. One example is Dr. Look’s learning camera, which identifies objects such as leaves and insects and explains their characteristics.

Alibaba also reported that sales of AI companion robots rose nearly fivefold year over year in the second half of October. The company did not disclose the number sold.

Computing credits are another part of the campaign. AI tokens, which consumers can buy to use AI models, saw sales rise more than 700% between October 15 and November 5 compared with September 15 to October 5, according to Tmall. During a livestream, presenter Austin Li sold 100,000 monthly subscriptions to Alibaba’s QwenWork service in 30 minutes, the company said.

AI is also being integrated into product discovery and purchasing. JD.com said its Dongdong shopping assistant attracted nearly 80 million users seeking advice during the Singles Day campaign, more than three times last year’s total. On Douyin, chatbot links accounted for about 5% of purchases in October, according to research firm WPIC Marketing + Technologies. The share exceeded 20% for considered purchases such as supplements.

“This is still a very new gateway and discovery channel,” said Jacob Cooke, chief executive of WPIC Marketing + Technologies. He expects it to account for a growing share of direct purchases, alongside livestreaming and social commerce.

For shoppers, these features can connect specific needs to product suggestions. Beijing-based independent technology analyst Liu Xingliang described asking a chatbot to find a washing machine that fits a narrow balcony, runs quietly at night and stays within a set budget. Amanda Gao, a 40-year-old office worker in Beijing, said she uses Taobao’s virtual try-on tool when shopping for clothes, calling it useful and fun.

The commercial effect remains uncertain. Syntun data cited by Reuters showed Singles Day sales increased 2.4% from October 7 to October 31. China’s retail sales grew 1.1% year over year in the first nine months of 2026, according to the National Bureau of Statistics. The figures cover different periods and markets, so they provide context rather than a direct comparison.

“Some brands benefit more based on how the platforms are tuned or how the brands are pricing their products,” said Ben Cavender, managing director of Shanghai-based China Market Research Group. He said brands could also lose visibility if shoppers let AI assistants handle product searches.

This year’s campaign shows how AI commerce is being packaged for consumers, from purchase guidance to toys and paid model access. Whether those offerings create sustained demand will depend on how shoppers use them beyond the festival.

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