Singapore’s jeweller and pawnbroker Maxi-Cash is tapping artificial intelligence (AI) for its brand communication efforts. It has introduced the Hailey K AI avatar to advocate the sustainable consumption of pre-loved luxury and 916/999 gold.
The virtual personality also serves as a jewellery aficionado to connect with millennial and Gen Z communities in the digital space.
“Incorporating cutting edge AI technology into our brand DNA is a testament to one of our core values of embracing innovation. We understand that today’s consumers, especially the youth, crave innovative and immersive experiences, and Hailey K is our answer to that demand,” said Mavis Toh, Retail & Marketing Director of Maxi-Cash.
The embodiment of a trendsetter, Hailey K will navigate the hidden gems of the city, reflecting the essence of fashion while revelling in the world of dazzling 916/999 gold and diamond jewellery, pre-loved bags and timepieces.
The avatar represents the next phase in Maxi-Cash’s journey of digital transformation and commitment to offer new experiences for its consumers.
Entelechy Asia 