RELEASE: Spiro™ explores AI and AR for empathy and engagement with IBM and Chobani

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RELEASE: Spiro™ explores AI and AR for empathy and engagement with IBM and Chobani

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- Spiro™ Explores AI and AR for Empathy and Engagement with IBM and Chobani at Brand Innovators Brand Marketing Leadership Summit at SXSW

Spiro™ discusses true technology integration in experiential marketing through private talks

AUSTIN, Texas, March 12, 2024 /PRNewswire/ -- Spiro™, a leading global experiential brand agency, discussed how today's brand marketer can strategically approach AI and AR for impactful experiential marketing at Brand Innovator's Brand Marketing Leadership Summit at SXSW on March 9.

The first talk, moderated by Spiro Global CMO Carley Faircloth, featured IBM's Director of Programs, Event Experience and Executive Programs, who explored how brands can leverage AI to create authentic emotional connections. A second session, moderated by Spiro's executive vice president of strategy and measurement, Dane Aloe, featured Chobani's vice president of creative production, who explored how brands can improve engagement through augmented reality and artificial intelligence. generative.

“In the right context, AI has the transformative potential to create brand activations that spark genuine emotionality,” Faircloth said. "But achieving results requires strategic implementation and balancing technology with the human touch. IBM's WatsonX in NRF activation successfully shows that when approached with this mindset, it can even spark audience empathy with AI."

The talks grounded trending technologies with real-world applications, focusing on how brand marketers can use these tools to transform their activations to match both their brand goals and current audience behaviors. In one example, Chobani saw dwell time twice the industry average benchmark 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 explained. "Ultimately, every brand activation represents an opportunity to cultivate essential relationships with customers, resulting in tangible bottom-line 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.”

Brand Innovators Summits focus on fostering marketing leadership connections within a marketplace for brands to interact and learn from over 200 of the best brand marketers and top-tier agencies in our industry. Spiro's participation in the summits underscores its commitment to industry transformation and its focus on helping brands create crucial relationships with their audiences to ensure priority placement in their hearts and minds.

About Spiro™Spiro (sp-eye-roh) is an industry-leading, creatively driven and strategically led global brand experience agency. We exist to cultivate purposeful connection. We specialize in delivering the world's most powerful links between brands and their business and consumer audiences. We work with some of the world's most recognized brands to design events and experiences aimed at influencing and sustaining customer preferences. We strive to understand the drivers and motivators of engagement, design around those behaviors, and ultimately position brands top of mind in the hearts and minds of their most important audiences. Come on. Experience Brand Gravity, Spiro's exclusive link between brand and customer. For more information, visit

Media Contact:Jenn JosephThe Encore

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