The project utilizes Baidu’s multi-agent AI platform to replicate Fan’s voice, facial expressions, and tactical insights. Unlike static virtual characters restricted by pre-recorded scripts, this avatar operates 24/7. It engages users in low-latency conversations, allowing supporters to discuss tournament developments regardless of the hour. The initiative marks a departure from traditional endorsement deals, which typically rely on the physical availability of a spokesperson.
Coca-Cola Deploys Fan Zhiyi AI Avatar for 2026 World Cup
Fans watching the 2026 FIFA World Cup in China can now consult a digital version of football icon Fan Zhiyi. Developed through a partnership between Coca-Cola China and Baidu Yijing, the interactive avatar offers real-time commentary and match analysis, marking a shift toward persistent, AI-driven celebrity engagement in sports marketing.
By combining an AIGC-generated film with this interactive ambassador, Coca-Cola is testing an always-on model for consumer interaction. This approach bypasses the geographic and scheduling barriers that usually limit celebrity-led campaigns. For the FMCG sector, the technology represents a scalable method to maintain audience relationships, transforming the role of a brand ambassador from a passive image into an active, digital participant in the fan experience.
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