Alipay's annual Five Fortune Chinese New Year campaign, which ran from January 29th to February 9th, 2024, reportedly attracted nearly 600 million interactions.

The campaign, first launched in 2016, has become a popular part of Chinese New Year celebrations and encourages consumers to collect digital Five Fortune cards in the Alipay app in preparation for the festival. For the first time, Alipay this year introduced four AI-powered experiences for the Five Fortune campaign: 'AI Theatre,' 'AI Fortune Hunt,' 'AI Photo Studio,' and 'AI Red Packets.' These features offered users an engaging and interactive experience, which the company said contributed to the high number of interactions.

In the 'AI Theatre,' users could upload a photo and take on the role of key characters in classic film scenes. This feature was used to generate 2.3 million personalised clips. The 'AI Fortune Hunt' challenged users to decipher over 100,000 images generated by AI, each with the Chinese character 'Fu' (Fortune) hidden inside. Users discovered over 2.9 billion AI-generated 'Fu' characters.

The 'AI Photo Studio' allowed users to create AI-generated group photos with 16 customisable photo templates. Meanwhile, the 'AI Red Packets' feature used AI voice and video synthesis technology to help users create personalised digital red packets with video covers featuring their own avatars.

Alipay said its Five Fortune campaign has become a popular part of Chinese New Year celebrations in China. During the campaign, users can collect digital fortune cards through various means, such as scanning the Chinese character 'Fu' through the Alipay app's AR scan function, participating in merchant sub-campaigns, and more.

Alipay is a digital platform that connects businesses, institutions, service providers, and other partners with consumers. It connects over 80 million businesses with more than one billion consumers.