Lu do Magalu

Lu do Magalu is the virtual face of Magazine Luiza (Magalu), one of Brazil's largest retailers. She first appeared in 2003 as a virtual assistant on the Magalu website and grew into a full content creator, reviewing products, unboxing gadgets, sharing tech tips and selling directly to followers through WhatsApp. With around 9.7 million Instagram followers, she is widely ranked as the most followed virtual influencer in the world. In 2024 Magalu rebuilt her with a new 3D model in Unreal Engine 5 and AI-driven animation to make her look more realistic. Her YouTube channel, Canal da Lu, has about 449,000 subscribers. Lu is the clearest example of a persona tied to a store, where every post can turn into a sale.