While most virtual influencers are independent, Lu of Magalu is actually owned by Magazine Luiza, a Brazilian retail company, and was originally created as the in-store voice and virtual private assistant for shoppers. She was created in 2009, and since has built a following of 6.3M followers on Instagram and 7.2M on TikTok.

She has appeared in music videos, reality shows, and in many TV commercials. She's also partnered with brands such as McDonald's, adidas, Red Bull, and more. While her fanbase is mostly in Brazil, she is arguably the most famous virtual influencer in the world.