M.Video-Eldorado opened a store in Botanica shopping center in an updated concept with Em.Vi AI consultant

2025: Store opening with Em.V virtual consultant

M.Video-Eldorado Group opened a store in Moscow in the Botanica Mall, which launched a special format of customer service. Em.Vi, a virtual consultant, began working in the store - the project was implemented jointly with Sber Metaverse Tech, SberMarketing and Instinct. M.Video-Eldorado announced this on March 14, 2025. Within the framework of the event, an agreement was also signed on cooperation and interaction between M.Video-Eldorado and SberMarketing on joint technological developments in the field of digital avatars and other technologies in the field of AI.

Em.Vee's virtual ambassador in M. Video's store in Botanica shopping center instantly understands the needs of visitors and gives advice on the assortment. The digital consultant is designed using AI technologies including LLM model training, voice control, speech recognition and real-time lip and sound row synchronization (lipsink) technology - and it has a simple and intuitive interface. Em.Vi helps to select equipment, provides information on the characteristics of goods, prompts current promotions and discounts in M.Video, and can also place an order or call a store employee for additional advice.

This is a digital consultant with full visualization that responds to user requests in real time, ensuring that responses are relevant. This is achieved thanks to integration with the M.Video search engine, as well as a specially developed query analysis system and a knowledge base using RAG (Retrieval-Augmented Generation) technology.

The Large Language Model (LLM) is set to match the character and "bible" of the character created by the Instinct team. Thanks to this, Em.Vi conveys the brand's corporate identity and manner of communication in each response.

Em.Vee also has emotional intelligence, which makes her interaction with clients natural and pleasant. It answers questions within seconds, and its interface allows customers to view items, receive recommendations and quickly navigate QR codes to check out. This format significantly speeds up the process of choosing a technique.

In addition to introducing an AI consultant, the store in Botanica Mall has a modern design and convenient zoning. The corporate identity of M. Video, developed by the LINII agency, is organically integrated into the interior: recognizable red color, dynamic logo elements and functional retail racks create a comfortable environment for buyers.

One of the key features was the M. Kafe space - a rare solution for non-food. retail Also in the new format is the customer service center area, where the services "M.Finance" and "M.Master" are presented. Here customers will receive assistance in the installation and maintenance of equipment and will be able to carry out all the necessary operations - purchase, registration, credit order delivery and installation - in one place.

2023: Creating his own digital influencer named Em.Wee

On May 23, 2023, M.Video, a M.Video-Eldorado Group the Russian company in the field e-commerce of retail trade electronics and household appliances, created 3D modeling its own digital influencer named Em.V. Influencer will lead, social networks retailer blogs on the retailer's media platforms and participate in advertising campaigns.

Em.Vee

As reported, Em.Vi's virtual photorealistic avatar will become M.Video's tool for communication with a young audience and experimental projects in the field of marketing, including as part of a collaboration with brands-manufacturers of gadgets and equipment. The heroine was created for various platforms, including the Unreal Engine game engine, has a visual embodiment and her own voice. Thanks to motion capture technology, AI models for speech and audio processing, Em.Vi will be able to independently stream streams, talk to the audience through a gpt-like language model, and help navigate products and services. The influencer will lead the retailer's social networks, a blog on M. Klik - the media platform of M. Video, participate in advertising campaigns, including on TV.

Em.Vee

The avatar already at the start has a well-thought-out legend of "personality" - in terms of preferences, character, emotions, which distinguishes M. Video's project from similar virtual influencers on the market. The girl has a bright appearance, charismatic, knows little about real life, but she understands the technique for an interesting and comfortable pastime. She embodies various features of Aelita, characters in video games, as well as v-tubing trends on Twitch. Em.Vi "her own girl," who dresses brightly and in the latter fashion trends. She tries to understand people, the meaning of life, loves to ride a skate, music and parties, but her main hobby is to inspire people to look at familiar things from a different angle: in technique to see more than just technique, and in simple human joys to re-find a source of inspiration that we may have simply not noticed. For greeting, she uses the signature gesture in the form of the letter "M" and the phrase "All Em.Hello!"

Thanks to artificial intelligence and accumulated experience, M.Video Em.Vi knows everything about gadgets, can be interesting, useful and interesting to talk about them, being on the same page with a wide audience, especially zoomers.

The retailer's team worked for several months together with the Russian studio for launching digital avatars and high-tech content ITSALIVE over the image, persuasiveness, character and other details of the embodiment and "life" of Em.Vi within the framework of the ecosystem.

Em.Vee

Em.Vi will act as a carrier of the company's DNA code, our "voice and face" in the digital space, adaptive for various tasks and tools. The heroine will be involved in promos and content projects, from conducting headings in brand media and social networks or generating CRM mailings, to product recommendations and conducting her own sales online. A special software is written for the virtual avatar, which in the future will be able to generate automated content. told Vasily Bolshakov, Director of Marketing and Digital Experience of M.Video-Eldorado Group Client

At the start of the campaign, EM.Vi had its own page on M.Video's website. EM.Vi started her own blog in the magazine M.Klik, where she answered questions about herself, and is already actively getting acquainted with the audience of VKontakte and Telegram.