SK-II's 'Yumi' is an AI-Powered Digital Human Ambassador
Laura McQuarrie — June 19, 2019 — Fashion
References: sk-ii & fastcompany
Computer-created models are now seamlessly fitting into product campaigns, runways, magazine covers and social media, starting a new wave of digitally created brand spokespersons. Yumi is the new brand ambassador for Japanese skincare brand SK-II and was created in collaboration with Soul Machines, which uses artificial intelligence to create realisti-looking humans that mimic our own natural movements.
The digital brand ambassador was built on Google's natural language processing platform and Yumi will be used to provide guidance to SK-II users, especially when it comes to taking better care of their skin. As an online AI ambassador, Yumi will help to offer a friendly face and a reliable persona when it comes to offering customer care to people around the world at any hour of the day.
The digital brand ambassador was built on Google's natural language processing platform and Yumi will be used to provide guidance to SK-II users, especially when it comes to taking better care of their skin. As an online AI ambassador, Yumi will help to offer a friendly face and a reliable persona when it comes to offering customer care to people around the world at any hour of the day.
Trend Themes
1. AI-powered Spokespersons - As more companies seek to improve customer experiences through digital channels, AI-powered spokespersons like Yumi offer an opportunity to create realistic and engaging brand ambassadors.
2. Natural Language Processing in Branding - Integrating natural language processing technology, such as Google's platform used to create Yumi, can enhance the ability of AI-powered brand ambassadors to communicate with customers in personalized and effective ways.
3. Human-machine Collaboration in Marketing - The collaboration between Soul Machines and SK-II to create Yumi highlights the potential for human-machine partnerships in developing innovative and effective marketing campaigns.
Industry Implications
1. Skincare - The use of AI-powered brand ambassadors in skincare, like Yumi, creates an opportunity for companies to offer personalized advice and recommendations to customers, improving the overall customer experience and driving sales.
2. Fashion and Beauty - As computer-created models become more integrated into fashion and beauty campaigns, the use of AI-powered brand ambassadors like Yumi provides an opportunity to enhance brand messaging and engagement with consumers.
3. Technology - Collaborations between AI and tech companies, like Soul Machines and Google, and traditional industries like skincare can lead to disruptive innovation and new business opportunities in the technology sector.
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