麻豆淫院

In an era dominated by algorithms and automation, new research from the University of Miami Patti and Allan Herbert Business School reveals that human intuition still holds a critical edge.

Business technology professor Nina Huang's research reveals how livestream sellers turn instantaneous data feedback into rapid-fire sales decisions, and why human improvisation matters more than ever.

"Think of it like a jazz musician reading the room/responding to a crowd," said Huang. "Streamers with real-time data can trust their instincts and react to their environment instantly, adjusting their promotional language, their emotional tone, even their presentation speed based on what the audience is telling them through the data. This isn't about planning and deliberation. It's about activating intuitive, rapid decision-making in the moment."

Her study, "Real-time Sales Data, Streamer Improvisation, and Sales Performance: Evidence from Live-Stream Selling," in MIS Quarterly, examined a randomized field experiment conducted with a major Asian e-commerce platform. The results were striking: Streamers with access to real-time sales data saw product sales for presale items increase by approximately 40% compared with those without the data.

But the numbers only tell part of the story. What Huang discovered was that effective improvisation鈥攖he ability to read data and respond intuitively鈥攊s a trainable capability, not just an innate talent.

"We found that experienced streamers, particularly top-rated ones, could activate what psychologists call System 1 thinking, or intuitive, rapid decision-making, without getting overwhelmed by information," she said. "They would see the data and immediately adjust, urging consumers to order when momentum built, using more effective language when engagement dipped, speeding up or slowing down their presentation based on digital feedback."

The effect was most pronounced for products with higher uncertainty and for streamers with stronger improvisational skills developed through practice and training.

"Our findings confirm that technology is an enabler, not a replacement, for human skill in the future of digital commerce," Huang said. "Organizations can actively invest in coaching their talent to interpret and react intuitively to those crucial real-time consumer signals."

The implications extend beyond livestream selling. Huang envisions similar principles transforming virtual sales presentations where professionals respond to real-time audience engagement metrics, thumbs-up reactions, and participation data during video calls.

"Data-driven improvisation is the future of digital commerce," Huang said. "And it's a capability organizations can deliberately develop."