JLL debuts virtual spokesperson at 13 shopping centers

Cindy, virtual shopper and spokesperson for select JLL centers.

Real estate management and investment firm JLL has developed and launched a virtual shopper named Cindy.

Created to be a consistent and replicable virtual spokesperson online, Cindy is being deployed for JLL Retail Property Management at 13 shopping centers across the country. An extension of the Imaginuity Pylot digital marketing platform, Cindy is designed to have multi-ethnic characteristics that customers at geographically dispersed shopping centers can find relatable.

Imaginuity developed Cindy in its artificial intelligence (AI) lab in partnership with The Dealey Group, lead brand agency for many of JLL’s managed shopping center properties. 

The Dealey Group took the lead on creative and content, while Imaginuity built the Cindy model using generative AI tools and JLL’s shopping center customer profiles. Cindy was created to feel authentic, relatable, and work in different market geographies, each with different shopper demographics and psychographic characteristics. 

JLL introduced Cindy through a strategic, multi-platform social campaign. According to JLL, one month post-launch, year-over-year online website sessions across participating shopping centers has increased by 500%, new site users by more than 1,000% and page views by nearly 500%.

“We carefully crafted her appearance, focusing on every detail from her glowing complexion to her chic hairstyle, ensuring she’s easily recognizable across all platforms,” said Ashlyn Booth, executive VP and director of property marketing for JLL. “With her infectious voice and charming manner, she’s here to spill the tea on all things fashion and trends. Think of her as your ultimate style guru, always ready to dish out the hottest info while rocking everything from cozy athleisure to the latest seasonal must-haves.”

“Cindy is now an integral part of each center’s website presence and social media strategy, giving these important platforms a fresh new voice and personality that will build engagement with shoppers,” said Corbett Guest, president and chief strategy and innovation officer for Imaginuity. “We have been developing innovative marketing technology solutions for shopping centers for over 20 years. Our Pylot platform enables centers to launch highly scalable websites fast and Cindy will enhance the user experience and drive engagement of these sites through timely content focused on the latest trends, deals, and shopping center goings-on.”