TBWA has played a central role in South Korea’s virtual human advertising landscape, most notably through its collaboration with Shinhan Life to launch the virtual influencer “Rozy,” a 22-year-old female character portrayed as eternally youthful and tech-savvy. Developed as part of Shinhan Life’s rebranding, Rozy was created using AI and digital human technologies and has become a well-known advertising figure, even appearing in interviews and TV ads. TBWA’s work highlights the growing trend of companies using digital humans instead of traditional celebrities to avoid risks and increase campaign control. TBWA Korea also operates the “Senior Lab” and “Data Lab,” exploring how digital humans impact different demographics, while its global network experiments with AI-driven platforms like “Collective AI” to support content creation.