Walmart has launched its young adult clothing brand, No Boundaries (NoBo)on Zepeto, as the firm seeks to expand its presence within the immersive and gaming space.

With a global user base of over 400 million people, Zepeto is a South Korean mobile chat app, popular among teens, where users can create and interact as 3D avatars in different worlds and design and monetise digital products.

In a LinkedIn post on Thursday, Sawhorse Productions, who partnered with Walmart to develop the immersive experience, said: “Our team at Sawhorse is thrilled to build on our work with Walmart to engage younger audiences by activating this rapidly growing UGC platform.”

The launch includes the virtual presentation of ten pieces from the NoBo’s winter collection, with Sawhorse Production posting a video which shows several 3D avatars on a catwalk wearing the brand's outfits.

The video also demonstrates that users can interact with the avatars and change the garments according to their preferences.

“We also created a twisted prep photobooth backdrop, knowing that Zepeto users love the in-game photo booth function,” Sawhorse Productions added.

The launch also features a collaboration with one of Zepeto’s creators called Xexi who will design limited edition items.

Earlier this month, Walmart announced the roll out of a new platform that aims to boost personalised shopping experiences and services through generative AI (genAI) and artificial intelligence (AI).

The new Content Decision Platform, which is already available in selected areas of Walmart.com, uses AI to predict customer behaviour and genAI to provide information and content customers would prefer to see on the site, aiming to create a unique homepage exclusively designed for each shopper.

“A standard search bar is no longer the fastest path to purchase, rather we must use technology to adapt to customers’ individual preferences and needs,” said Walmart’s global chief technology officer and chief development officer Suresh Kumar at the time.

The company also recently announced the development of AR platform Retina, which leverages AI to create 3D assets, along with Immersive Commerce APIs, enabling the retailer to bring the shopping experience into new virtual social environments.

Earlier this week, the retailer announced that it will offer same day delivery of pharmacy products. The delivery service is integrated into the Walmart app, which means customers can order medications when doing their online grocery shop.

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