Lotte has actively developed and promoted virtual humans, particularly through Lotte Homeshopping’s creation of Lucy, a virtual influencer who serves as a model, show host, and brand ambassador. Introduced by a dedicated digital human team, Lucy has become a prominent figure in fashion marketing, including as the official model for the designer brand DEBB+ and a participant in live commerce, even selling artworks. She is also positioned for global expansion, including appearances in Thailand. Lotte Group has incorporated digital human technology across multiple affiliates—Lotte Chilsung introduced the virtual fashion model RyuID, and Lotte Innovate signed an MOU with Mimic Productions to enhance hyper-realistic content. The company sees digital humans as a key element of its metaverse and AI strategies, launching initiatives like the AI project "LaiLAC" and integrating these technologies into broader retail, entertainment, and marketing efforts to engage younger audiences and expand its intellectual property portfolio.