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Alipay's AI Agent Tuttu Takes Offline Retail to the Next Level

Alipay's AI Agent Tuttu Takes Offline Retail to the Next Level

On September 11, Alipay's "Touch and Go" platform introduced Tuttu, a boundaryless operation intelligent agent designed to help brands tap into offline business growth. By linking a million-level network of smart devices with 400 million consumers and over a million stores, Tuttu aims to bridge the gap between online data and offline sales.

This isn't Alipay's first foray into AI-driven offline operations. Earlier, the company upgraded over 30 million offline touchpoints and launched Xiaoyu, an agent for store owners to monitor business health and take action. Now, Tuttu complements Xiaoyu by helping brands spot high-potential stores, craft campaigns, and measure their impact.

Why Offline Operations Needed a Fix

Brands have long struggled with four major blind spots offline:

  • Fragmented market view: Scattered outlets make it tough to see industry trends.
  • Invisible store performance: Many medium and long-tail stores operate under the radar.
  • Weak single-store output: Stockouts and poor displays often follow marketing pushes.
  • Isolated data: People, goods, and places don't talk to each other, so lessons are hard to apply.

Tuttu tackles these by pulling together scattered information. It helps brands understand industry shifts, identify promising stores, enable integrated online-offline interactions, and offer actionable strategies with predicted outcomes. Importantly, AI doesn't make decisions for brands—it empowers them to make timely, evidence-based calls.

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Figure: Alipay's "Touch and Go" Launches Boundaryless Operation Intelligent Agent "Tuttu"

Real Results from Big Brands

Major consumer goods companies are already on board. Coca-Cola, Yili, Mars Wrigley, Nongfu Spring, Master Kang, and others have launched over 5,000 brand activities, generating billions in additional business.

Mars Wrigley, for instance, used Tuttu to uncover over 100,000 potential offline sales points, reaching millions of users and digitizing its entire supply chain. Suntory ran a "Touch 3 Get 1" campaign that sold an extra 100,000 bottles in a month, with more than half of buyers coming back for more.

"Boundaryless operations turn every 'Touch and Go' moment into a reason for consumers to return," said Eric Chen, General Manager of Suntory's Smart Business Department.

Three Years of Leaps and Bounds

Alipay's "Touch and Go" has evolved rapidly over three years, now serving the new AI economy. With Tuttu and Xiaoyu, the platform aims to let consumers, merchants, and brands alike share in the benefits of AI.

Key Points:

  • Alipay launches Tuttu, an AI agent for boundaryless offline operations.
  • Tuttu connects 400 million consumers with over a million stores.
  • It addresses four major offline blind spots for brands.
  • Over 5,000 brand activities have launched, driving billions in growth.
  • Major brands like Coca-Cola and Mars Wrigley report significant results.