Generative Artificial Intelligence and Linguistic Design in Ecommerce Live Streaming Scripts

Abstract

The expansion of live-streaming commerce has made the sales script a programmable interface among platforms, hosts, products, and consumers. At the same time, generative artificial intelligence has altered how script materials are produced, tested, revised, and deployed during a broadcast. This study examines the joint design of generative AI and strategic linguistic elements in ecommerce live-streaming scripts, with attention to persuasive discourse, pragmatic markers, speech acts, emotional resonance, and real-time interaction. It defines an AI-integrated script as a modular discourse system in which language models assist with audience profiling, product-claim organization, response generation, and adaptive sequencing, while human hosts retain responsibility for factual accuracy, brand voice, and situational judgment. A comparative framework is used to distinguish conventional scripts from AI-linguistic scripts and to classify three current design modes: efficiency-oriented generation, data-responsive optimization, and human-AI collaborative orchestration. The analysis identifies recurrent constraints involving weak data grounding, formulaic language, pragmatic mismatch, unstable emotional expression, insufficient platform coordination, and underdeveloped governance. In response, the paper proposes a systematic path built around structured product knowledge, function-based linguistic modules, audience-sensitive generation, host-centered rehearsal, controlled experimentation, and risk-graded review. The proposed approach treats conversion and engagement as related but non-identical outcomes. Conversion depends on clear value claims, credible evidence, manageable choice architecture, and appropriately timed calls to action; engagement depends on turn-taking cues, recognition of audience contributions, affective pacing, and continuity across interaction episodes. The paper argues that script innovation should not be reduced to automated text production. Its effective unit is a monitored communication process that links commercial objectives, linguistic form, consumer response, and platform feedback. This perspective provides a basis for designing scripts that are adaptable, measurable, and accountable without weakening the interpersonal character of live commerce.