Alipay+
Life with a Bao
Year
2024
Services
OOH Advertising
Commercial
Background & Objectives
With the rise of AI assistants, Alipay introduced Zhixiaobao—a smart, proactive life assistant. Unlike chat-only bots, Zhixiaobao can handle daily tasks like booking rides, ordering coffee, or joining restaurant queues. The goal was to present its features with warmth and relatability, introducing it not just as a tool, but as a companion in daily life.
Creative Insight
Rather than show the AI assistant as a talking face, the film was told from Zhixiaobao’s point of view—how it sees the user's life. Every interaction reflects real needs. By humanizing its perspective, the film quietly demonstrates Zhixiaobao’s functionality and emotional presence without overexplaining it.
Strategy & Execution
Shot from the AI’s point of view, the film shows its “vision” of users' needs—interpreting commands, offering services, and learning habits. The viewer sees how it handles tasks while quietly blending into daily life, positioning it as intuitive and intelligent without overt explanation.
Results & Impact
Data currently unavailable
