Virtual human YT debuts as SSG.COM’s shopping host

SSG.COM, the e-commerce brand of South Korean retail giant Shinsegae Inc., announced on Tuesday that virtual human YT has been named the official shopping host for the company. The announcement followed the release of a video in which YT promoted Downy fabric softener items.

YT was created by Shinsegae Group and Pulse9, a domestic graphics company in March 2022. The name stands for "Young Twenty" and implies an "eternal twenty years old." Shinsegae designed her as a 20-year-old to target the younger people among Generation Z.

SSG.com confirmed YT's appointment as the official shopping host after a successful two-month trial broadcast, citing the virtual influencer's cumulative views and sales as potential indicators.

In March 2023, YT's SK-II MD Talk video generated 200 million won ($151,423) in sales, while a Swarovski MD Talk video clocked in 30,000 views.

SSG.com stated that YT has achieved about 30% higher views and sales compared to the average human shopping host-led program, making virtual influencers an attractive alternative, particularly as some human shopping hosts have recently faced criticism because of inappropriate comments.

"We will leverage YT's influence to introduce products and services preferred by the young generation," an official of SSG.COM said.

Write to Ji-Yoon Yang at yang@hankyung.com