Mother's Day: Magalu uses AI to turn photos into animations in WhatsApp campaign

This year's Magalu Mother's Day campaign wants to thrill customers through special and personal memories.With the use of Lu's Artificial Intelligence, Magalu will transform photos of children and their mothers, sent by WhatsApp, into animations. Created in partnership with technology company 20DASH and Ogilvy Brazil, the action replicates AI-powered viral trends to transform images.

“People are already used to interacting with Lu on social networks. We want them to also relate to our influencer, closely, on WhatsApp, just as she would with a friend”, says Aline Izo, Magalu branding manager.“E few dates thrill and generate as much connection as Mother's Day. In this action, we found a way to use the latest in technology to create a unique and unforgettable experience with each client.”

The action of this Mother's Day also has a strategic objective. Through it, Magalu intends to create in the customer the habit of interacting with Lu's AI, currently available on WhatsApp. The use of AI is one of the focuses of the company's next strategic cycle. The goal is that, in the coming years, customers can carry out the entire purchase journey through conversations with Lu, who will be able to suggest personalized offers and adapted to the needs of each consumer. This journey involves from product choice to payment and after-sales.

Mothers Day

The tool, developed by the Magalu and 20DASH teams, will be available on Magalu's WhatsApp from Thursday (8) until Sunday (11), when it celebrates Mother's Day. The tool works on WhatsApp itself, without the user downloading another application. To get the animation, it is enough for the user to talk to Lu and make the request. From the coordinates given in the responses of the Magalu virtual influencer 'AM among them the authorization confirmation request for the use of the images -, users will be able to send photos of moments shared between mothers and children. 

“It is critical to make the relationship between brands and customers simpler and more effective”, says Daniel Bottas, CCO at 20DASH.“When we bring together AI and creativity, we develop memorable experiences and amazing results.”

In social networks, digital influencers will share animated images created by the company. Among them, there are names like Maria Venturi, Bia Ben and Joao Dias. Magalu's Instagram profile will repost the animations that are shared by users on social networks and that mark the company in their posts. 

Mother's Day is pointed out as one of the main retail sales dates. On Magalu's website and app, customers find gifts with up to 60% discount and free shipping until Sunday, 11.

The National Confederation of Trade in Goods, Services and Tourism (CNC) projects sales of 14.37 billion reais 1.9% growth compared to 2024. According to a survey by the Locomotiva Institute, in partnership with QuestionPro, 8 out of 10 Brazilians intend to buy gifts for their mothers. Most must spend between 100 reais and 500 reais, with the average ticket concentrated between 250 reais and 450 reais. 

A survey by SYN, one of the largest companies in the acquisition, rental and administration of commercial real estate in Brazil, shows that 75% of respondents intend to go shopping and 85% intend to spend more or the same amount last year. Regarding spending, 51% must disburse between 101 reais and 300 reais, 20% must spend between 301 reais and 500 reais and 10% will seek a gift of up to 100 reais.