XinhuaNet, the online platform of China’s state-run Xinhua News Agency, has emerged as a prominent actor in the development, deployment, and normalization of digital humans within the Chinese digital media and governance ecosystem. Its strategy with digital humans is threefold: producing in-house AI avatars for news and cultural programming, integrating digital human services into public life and governance, and promoting national narratives around AI-powered virtual beings as part of China's technological innovation drive.
XinhuaNet has developed proprietary hyper-realistic digital humans, most notably “Xiaozhu”, who made her debut in June 2022. Xiaozhu is positioned not merely as a news anchor but as a “digital cultural officer,” capable of reciting classical poetry, explaining traditional customs, and serving as an immersive educational interface. These avatars are used across livestreams, cultural videos, and national celebrations (such as the 24 solar terms), reinforcing traditional values through modern AI storytelling tools. These AI presenters enhance the authority and aesthetic of official communication while ensuring controllability and consistency.
Beyond content, XinhuaNet is actively embedding digital humans into public infrastructure. Examples include digital human teachers used in school “thought and politics” classrooms, AI-driven livestream rooms for policy Q&A, and smart service avatars used in government centers and financial institutions. These applications align with China’s goals of “smart governance” and citizen engagement through AI. They illustrate a transition from experimental media novelty to functional public service, with Xinhua digital humans providing informational, interactive, and affective support in real-time.
These initiatives are supported by Xinhua Zhiyun (xinhuazhiyun.cn), the agency’s AI and cloud computing subsidiary, which develops platforms for generating AI avatars from photos or speech inputs. Zhiyun's platforms serve both internal editorial production and third-party partnerships, enabling rapid creation of personalized digital humans for use in commerce, education, or governance. In parallel, Xinhua actively promotes its technology as a model for other industries, often highlighting its ability to reduce costs, enhance engagement, and maintain ideological messaging.