A101. Best AI Driven Campaign (New)

TK Mates is an AI‑powered fashion companion designed to transform how shopping malls engage consumers by shifting from traffic‑driven marketing to relationship‑driven, conversational engagement. The initiative introduced an always‑on, emotionally intelligent AI experience that delivers personalized fashion content, trend exploration, and mall services through natural interaction. By integrating generative AI with lifelike digital avatars and embedding the experience into familiar platforms such as WeChat Mini Programs, TK Mates reduced adoption barriers and enabled continuous engagement beyond physical visits. The AI‑driven approach replaced static touchpoints with evolving, personalized conversations, increasing engagement depth and repeat usage. Implemented across multiple malls and channels, TK Mates connected brands, content, and retail spaces within a scalable platform. Its results demonstrate how human‑centric AI can deliver measurable engagement and commercial value in a real‑world retail environment.