Pin It

The new face of skincare brand SK-II is an AI avatar

TextAlex Peters

Introducing YUMI: if Alexa and Lil Miquela had a lovechild

Prestige Japanese skincare brand SK-II has announced the new face of its brand but there’s a twist – she’s not real.

Introducing YUMI, SK-II’s new ambassador and the latest member of the ever-growing ranks of digital influencers and avatar models. A gang that includes Shudu, who last year was enlisted alongside a cast of other CGI models for a Balmain campaign, and, of course, Lil Miquela who has fronted campaigns for UGG and Calvin Klein where she controversially made-out with Bella Hadid.

What makes YUMI different, the brand says, is that she is autonomously animated and through AI technology will go on to develop her own personality and movement over time. Created by AI company Soul Machines, YUMI will be able to interact as a human would, providing beauty advice, answering questions and helping customers better understand their skin in a more personable way than the brand’s current chatbots are able to. Using Google Dialogflow as the underlying NLP engine, YUMI will speak in Japanese, English and eventually Mandarin.

“YUMI is more than a digital influencer. She is a digital human capable of interacting and engaging in ways technology hasn’t been able to do until now,” says Sandeep Seth, chief executive officer, Global SK-II. “She provides the warmth and connection of human touch in the form of a digital experience to make the overall skincare experience at home and in store more enjoyable and compelling.”

While there is no set date yet on when YUMI will be rolled-out, once she is costumers will be able to interact with her across smartphones, home devices and in-stores, so watch this space.

Read Next
Mystic Meg
How to tailor your beauty routine according to your rising sign Beauty Feature
Cruel Intentions
The 10 best nail looks on film throughout history Beauty Feature
Cupid Willow Smith
Cupid on the otherworldly beauty looks he created for Willow Smith’s album Beauty news
Sophie Apollonia
Sophie Apollonia on navigating the world of ballet as a woman of colour Beauty Feature
Tom Ford
Tom Ford is launching skincare and you know it’s going to be sexy as hell Beauty news
Beyonce Spirit
Fans think there is a secret message in the hair of Beyoncé's ‘Spirit’ Beauty news
Blood Orange Benzo
Evanie Frausto and Marcelo Gutierrez talk beauty for Blood Orange’s Benzo Beauty Feature
Las Mujeres de Fuego
Watch Fuego Nails’ new film celebrating female empowerment in mythology Beauty Feature
Dunlop Volleys
We need to talk about bacne: meet the Bacne Buster, Pamela Marshall Beauty Feature
Cardi B Reebok
Cardi B’s magic manicure in the new Reebok ad is everything we need Beauty news
Violet Chachki Pat McGrath
Pat McGrath taps Violet Chachki and Liz Hurley’s son Damian for campaign Beauty news
Old Celebrities 1
Billie Eilish and the other celebs doing the #FaceApp Age Challenge Beauty news
Bhasha Mukherjee
Miss England beauty pageant introduces new body positive make-up free round Beauty news
Jeffree Star
First Kylie Jenner now Jeffree Star feuds with Lady Gaga's Little Monsters Beauty news
Derek Ridgers 10
Derek Ridgers on porn, plastic surgery and the changing face of beauty Icons
Kim Kardashian 4D Lift
Meet the woman behind Kim Kardashian’s 4D viral laser neck treatment Beauty Feature