Taobao Short Drama Partners with Wan3.0 to Launch AI Short Drama Featuring Licensed Likeness of Irene Wan

During Tmall Double 11, Taobao Short Dramas, together with Tmall Black Box, Tmall Global and others, launched a batch of AI brand short dramas, weaving new product features and usage scenarios into the stories, and linking short-drama product links, influencer review short videos and brand livestreams, to explore a new product marketing model centered on brand dramas. Taobao Short Dramas is further deepening cooperation with Alibaba's video generation model Wan, combining AI content production with brand needs and product sales.

Since the launch of "My Airplane Crosses Dimensions" during this year's 618, Taobao Short Dramas' partner brands have covered categories including beauty, home appliances, digital, maternal and infant, food and apparel, including international brands such as Dyson, Shiseido, AMD and Nestlé, as well as domestic brands such as Pechoin, Chando, Blue Moon and Quanyou Home Furnishing.

Take Pechoin's custom AI short drama "The Legend of the Spirit Jade in Another World" as an example: the drama weaves the brand's herbal philosophy into the story, and within 30 days of launch it exceeded 35 million views. Data shows that the deeper users watched the drama, the more active they subsequently were in visiting stores, searching and purchasing: after watching the drama, the number of store-paid orders and the store transaction conversion rate of users who watched deeply increased by 80% respectively compared with before they watched, and the number of users who actively searched increased by 130% respectively; the new product featured in the drama, Spirit Jade Cream, exceeded 10 million yuan in transaction value in its first 30 days on sale. Short dramas are helping brands launch new products and becoming part of content seeding.

In fact, the commercial value of brand dramas is not just giving products one more exposure, but also clearly explaining through stories what scenarios a product suits and what problems it can solve, and then capturing the interest viewers develop as a result. Taobao Short Dramas and Tmall Black Box jointly launched the "Super New Theater" new product AI short drama seeding cooperation project, creating custom content starting from brands' new products, and through product links within episodes, real influencer reviews and livestreams, allowing consumers to go from watching the drama and learning about the product to making a purchase, all completed within Taobao.

At the same time, "My Airplane Crosses Dimensions," launched by Taobao Short Dramas with Tmall Global around the "Captain Cat" IP, weaves overseas product features into the characters' adventure story. The drama and related derivative seeding videos have brought a cumulative total of more than 70 million views and more than 300,000 product clicks. During Double 11, several more IP-series brand dramas were launched one after another, and clips from the episodes continue to be used for content distribution, so that brands not only gain one exposure but also accumulate reusable content materials.

This Double 11, three new dramas produced using the Wan3.0 model were launched one after another: the celebrity AI short drama "Nine-Tailed Deity Descends," co-produced with Tmall Black Box, features a real-person likeness authorized by Irene Wan and integrates brand products such as Midea and Dyson into Eastern cyberpunk-style life scenarios; Quanyou Home Furnishing's custom drama "Beyond the Final Chapter" makes a wardrobe the key prop connecting two worlds, presenting products through home spaces; and "Fluffy Paws Restaurant," built around Tmall Global's "Pet Purple Medicine Box," brings out pet-care needs such as nutrition and grooming through a pet restaurant story.

Dai Yan, head of Taotian AIGC content, said: This Double 11, the upgrade of AI brand short dramas is an important implementation of Taobao relying on Alibaba's self-developed video large model to reconstruct a new integrated e-commerce paradigm of content seeding, new product incubation and transaction conversion. Unlike the one-way exposure of traditional content, Taobao's custom AI short dramas truly achieve a native integration of content and commerce. Relying on Alibaba's AIGC capabilities, we can create diverse premium plots and immersive scenarios at low cost and high efficiency, break through the homogenization bottleneck of traditional marketing content, and provide brands with more sophisticated story expression that better fits product positioning.

Dai Yan also said that in the future Taobao Short Dramas will continue to deepen deep collaboration with the models, continuously lower the threshold for brands to create high-quality content, empower domestic brands, international major brands and new products in long-term operations, and with an AI-native content ecosystem, work together with Youku to continuously iterate content e-commerce.

Behind this cooperation is the coordination between Alibaba's internal model capabilities and its e-commerce foundation: Alibaba's video generation model provides video generation capabilities, while Taobao, relying on its long accumulation of serving consumers and brands, has a more practical understanding of category needs, shopping habits and product selling points, and also possesses brand partnership relationships, product supply and transaction fulfillment capabilities. From brands raising needs and AI-assisted content production to in-site distribution, product seeding and transactions, every link can be connected within the Alibaba system, forming a complete chain from content to transaction for brand dramas.

In the future, Taobao Short Dramas will launch a content and merchant matchmaking platform to connect brand needs with creative capabilities, help brands find suitable content creators, and also provide creators with business cooperation opportunities. The platform will rely on Taobao's product supply and transaction system to connect content seeding with product shopping, providing a more solid foundation for the sustained development of brand dramas.