As stage lights dim and gaming screens light up, an adventure blending the digital and physical worlds unfolds. When virtual idols meet esports energy, JD.com's digital human IP and Lenovo's Legion series have jointly crafted an immersive brand storytelling experience. JD.com's digital human Ava transitions from the stage into the gaming universe, teaming up with Lenovo's "Legion Girl" to naturally integrate the Legion product lineup into the narrative. This cross-industry collaboration marks the evolution of digital human IPs from sales tools to brand value carriers, redefining marketing boundaries in the AI era.
**Breaking Dimensions: A Fantasy Adventure Led by Dual-Brand Digital IPs** JD.com's Ava, a newly launched virtual IP this year, transforms from a "virtual songstress" into the protagonist of Lenovo Legion's adventure, powered by JD's JoyAI model. Through the Legion Y9000P laptop, Ava traverses the esports universe, showcasing the series' real-time rendering prowess. Notably, Ava shares the screen for the first time with Lenovo's digital human "Legion Girl," who appears in elegant yet fierce battle armor. Their fluid movements and dynamic combat scenes highlight the seamless connection between virtual IPs and physical products, facilitated by JoyAI's lifelike animations across Legion laptops, tablets, and desktops.
JD.com and Lenovo's partnership dates back to 2023, when Lenovo became an early adopter of JD's digital humans for 24/7 live-streaming, boosting operational efficiency. During the 2025 11.11 shopping festival, JD's digital humans drove a 59% YoY GMV increase for Lenovo's livestreams, slashed operational costs by 80%, and accounted for 55% of total transactions. Lenovo also leveraged JD's AI customer service tool, reducing manual intervention rates to 28% and saving nearly 100 daily labor hours.
The Ava-Legion collaboration reflects a deep alignment of brand identities and target audiences. Lenovo Legion, renowned among gamers and creatives for its high-performance hardware, merges with JD's digital IP to blend technology and creativity.
**Digital IPs Redefined: From "Tools" to "Partners" in Brand Storytelling** The Ava-Legion crossover exemplifies a new paradigm for digital human applications, shifting their role from sales assistants to brand ambassadors capable of crafting surreal experiences. JD's digital humans, honed in retail scenarios, offer precise product demonstrations and unmatched stability, delivering sales results surpassing 80% of human hosts at one-tenth the cost. Serving over 40,000 brands, they generated RMB 2.4 billion GMV during 11.11 2025, with cumulative broadcast hours exceeding 5 million.
JD continues to innovate with its digital human base model, leveraging DiT for video generation and supporting multi-modal inputs (text, audio, images, poses). Its newly launched consumer-facing mini-program enables ultra-HD digital human creation from natural language or a 1-second video/photo, democratizing production for avatars, pets, and even statues.
Beyond sales, Lenovo and JD envision digital humans as narrative protagonists and bridges to younger consumers. Ava's adventure not only highlights Legion's performance but also fosters emotional connections transcending product specs. Similar innovations include JD's collaborations with Enya Guitar's digital ambassador Aura and Shanxi's "resurrected" Buddha statue, demonstrating cross-industry potential. Luxury brand MCM's 11.11 campaign, featuring JD-customized digital humans, bypassed traditional ad production constraints to build unique creative narratives.
**The Future of Virtual IPs** With JoyAI, digital humans are evolving from "digital twins" into "AI productivity tools." JD aims to expand virtual IP applications—from esports commentary to offline stores and interactive livestreams—unlocking limitless possibilities for brands like Lenovo.