With the rapid development of the digital economy, agricultural products live marketing, as a new sales model, provides more opportunities for the promotion and sales of agricultural products. This article explores the current situation and issues of Hubei agricultural products live marketing under the background of the digital economy, and proposes personalized recommendation strategies to improve sales effectiveness and user experience. The article introduces the shortcomings of Hubei Province in agricultural products live broadcasting, reveals the development trends and existing problems of agricultural products live marketing, such as single sales channels and insufficient user stickiness. Furthermore, it elaborates on the relevant overview of personalized live e-commerce, introduces personalized recommendation technology, and constructs personalized recommendation models based on user preferences and behavioral data to enhance recommendation accuracy and user engagement. Finally, through empirical analysis, the effectiveness of personalized recommendation strategies in Hubei agricultural products live marketing is validated. The results show that this strategy can effectively increase sales volume and user satisfaction, providing practical suggestions for the development of Hubei agricultural products live marketing, and having certain reference value for agricultural product marketing in the context of the digital economy.