Spiro, a leading global experiential communications agency, discussed how today’s brand marketing can strategically approach AI and AR for marketing impactful experiential at Brand Innovator’s Leadership in Brand Marketing Summit at SXSW on March 9.
The first discussion, moderated by Carley Faircloth, Spiro’s Global Marketing Director, featured IBM’s Program Director, Event Experience & Executive Programs, who analyzed how brands can leverage AI to create authentic emotional connections . A second session, moderated by Dane Aloe, Executive Vice President, Strategy & Measurement of Spiro, welcomed Chobani’s Vice President, Creative Production, who explained how brands can improve their engagement through AR and Generative AI.
“In the right environment, AI has the transformative potential to create brand activations that spark true emotion,” Faircloth said. But achieving results requires strategic implementation and a balance between technology and people. The activation of IBM’s WatsonX platform at the NRF successfully demonstrates that when you approach AI with this mindset, you can even generate public empathy with AI.
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Discussions anchored trending technologies with real-world applications, focusing on how brand marketers can use these tools to transform their activations in ways that align with both their brand objectives and current audience behaviors. For example, Chobani saw dwell time double the industry benchmark average and an 8.3 point increase in purchase intent.
“What’s exciting is seeing real-time examples and results of brand marketing experimentation with AI and AR, both creatively and operationally,” Aloe said. Ultimately, each brand activation represents an opportunity to cultivate critical relationships with customers, which translates into tangible financial benefits. These and future technologies are not intended to replace your experience design process, but rather to create efficiencies to improve engagement and help you get the most out of your experiential investment. »
The Brand Innovators Summits aim to foster relationships among marketers in a marketplace where brands can engage and learn from 200 of the best brand marketers and agencies in our industry. ‘activity. Spiro’s involvement in the summits underscores its commitment to industry transformation and its goal of helping brands create crucial relationships with its audiences to ensure priority placement in their hearts and minds.
SOURCE: PRNewswire