#lottehomeshoppingcom
**The power of content shown by digital human ‘Lucy’… Creating new added valueâ?¦ Content that breaks through commerce**
*Lee Bo-hyun, head of Lotte Home Shopping’s Media Business Division, advanced Lucy, debuted as a live commerce host*
â??Our direction is to provide attractive content where customers stay and curate (select) them. In this process, even digital humans like ‘Lucy’ appeared.â?
‘Lucy’ is one of the busiest virtual humans, with dozens of advertisement models, home shopping show hosts, and even appearing in dramas. Lee Bo-hyun, head of the media business division of Lotte Home Shopping, which produced Lucy, said this while introducing the ‘Digital Human Lucy Story’ in charge of ‘retail marketing tech’ as â??â??the subject presenter at the ‘Herald Economy Consumer Forum’ on the 25th.
He said, â??I ask why do you develop content businesses such as Belligom and Lucy in home shopping, because it is an era where content becomes money after all,â? he said.
The first start of the Lucy project dates back to 2018. The head of the division explained, â??When operating the home shopping fitting model, I was worried about physical and time constraints when using the real model.
Although the main target of home shopping is the middle-aged, it has positioned itself as a digital influencer who communicates with the MZ generation in consideration of the characteristics of virtual humans. Lucy, who was born in September 2020, has a profile of ‘a 29-year-old design researcher, and the buccaneer (second character) is a fashion model and a wealthy hobbyist’.
Director Lee said, â??Lucy is building a community through content IP (intellectual property rights) and communicating actively. It continues until publication,â? he said.
If exploratory commerce is established as the vision of home shopping rather than purposeful commerce where only necessary items are purchased, attractive content is naturally required. Lucy will play a role in attracting customers as differentiated content at this point. Director Lee said, â??There were only 112 advertisement proposals submitted to Lucy, and foreign media were also interested in it.â? â??Lucy is creating added value in a new industry.â?
Lotte Home Shopping aims to become a media commerce company beyond TV home shopping, which is in the stagnant period. To this end, last year, it directly invested 25 billion won in GreenBam Media, a content production company, and became the second largest shareholder. Lucy signed an exclusive contract in June as an artist under GreenBam Media and expanded her activities to TV. In the future, Lucy plans to expand its activities to various platforms, not limited to Lotte Home Shopping’s own distribution channels.
After over a year of development, Lucy is still in the process of upgrading through deep learning. â??Lucy will soon debut as a real-time live commerce host who communicates in two ways with customers,â? said Lee.
In the golf entertainment show ‘Pahaha’, which was co-produced by Green Snake Media and Lotte Home Shopping and has been showing since last month, Lucy is showing a more natural appearance by appearing in Jeong Gil-hwan’s professional golf lesson contents. This entertainment is a unique content that links product sales and content. Through deep learning, natural movements and facial expressions can be realized, making it easy to produce video content such as live commerce, entertainment, and drama. Lucy’s range of activities has become wider.
The story behind the name Lucy is also interesting. â??Lucy is the name of mankindâ??s first female fossil, and it is derived from the Beatlesâ?? â??Lucy in the sky with diamondsâ??, a song that was sung at the time of discovery of this fossil,â? said Lee. â??I named it in the hopes of becoming a digital woman,â? she said. The head of the division said, â??I am a digital human, but I will be able to meet you in various places.â? â??I will be active in the metaverse, carry out the NFT business in earnest, and work as an influencer in broadcasting, so please keep an eye out for it.â?
http://news.heraldcorp.com/view.php?ud=20221026000356