Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

From personalisation to conversation: Formula 1 enters a new era of fan engagement

Campaign: New Era of Fan Engagement

Source: https://www.marketing-interactive.com/from-personalisation-to-conversation-formula-1-enters-its-conversational-era

Goal: Transform fan engagement through personalized and conversational experiences

Media: Digital, AI-powered experiences

Summary: Formula 1 is transitioning from a primarily B2B business model to engaging directly with a rapidly growing fanbase of 26 million, using AI to create interactive experiences that allow fans to ask questions and explore content based on their interests. This shift aims to build individual relationships with fans rather than just pushing information.

Global

Fox Expands Agentic Push With Eyes Set On TV Upfront Future

Brand: Fox

Campaign: Agentic Push

Source: https://www.adweek.com/convergent-tv/fox-expands-agentic-push-with-eyes-set-on-tv-upfront-future/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=11

Goal: Expand agentic capabilities and partnerships in advertising

Media: TV, Digital

Summary: Fox is expanding its agentic platform, described as the TV ad industry’s first end-to-end agentic platform, by adding more agency partners and enhancing capabilities for linear and digital transactions. This move is aimed at strengthening relationships with clients and partners as part of a broader strategy for future upfront conversations.

advertising AI Technology media partnerships

Global

ChatGPT is taking conversations beyond the chat box

Brand: OpenAI

Campaign: GPT-6 Launch

Source: https://www.marketing-interactive.com/chatgpt-is-taking-conversations-beyond-the-chat-box

Goal: To enhance user interaction through visual and interactive elements in ChatGPT conversations.

Claim: Interactive experiences beyond text responses.

Media: Digital

Summary: OpenAI is enhancing ChatGPT with the release of GPT-6, which introduces 'Intelligent UI' to enable visual interfaces and interactive elements within conversations, transforming user interactions from simple text to dynamic experiences. Users can visually manipulate responses and receive contextually tailored information, making complex subjects easier to explore interactively.

AI Technology ChatGPT Interactive UI user experience

Japan

Creating ‘Intelligence’ from Data: The True Value of Data One’s Aim as a Consumer Intelligence Agency

Brand: Data One

Campaign: Consumer Intelligence Agency

Source: https://www.advertimes.com/20261013/article558650/

Goal: To evolve into a partner that supports business decision-making through consumer intelligence.

Claim: Extracting intelligence from data.

Media: Television, Digital

Summary: Data One is undergoing significant rebranding to transform into a 'Consumer Intelligence Agency' that supports companies' decision-making processes. The shift is driven by the accumulation of comprehensive offline purchasing data and advancements in AI technology. They aim to extract insights from data to inform marketing, business planning, and improve overall decision-making in organizations. Their vision involves going beyond traditional data and advertising to create impactful consumer communication and optimize supply chains based on concrete consumer needs.

AI Technology Consumer Intelligence data analytics Marketing Strategy

Japan

From ‘Creative Expression’ to ‘Corporate Culture Creation’: The Future of Branding that Accompanies Companies

Brand: CyberAgent

Campaign: NEW GREEN

Source: https://www.advertimes.com/20261001/article558638/

Goal: To design the relationship between brands and consumers through experience and maximize brand value.

Claim: Creating a future-oriented corporate culture.

Summary: CyberAgent has launched a new creative organization called 'NEW GREEN', which focuses on designing the relationship between brands and consumers through experiences, leveraging advanced technologies like AI, and collaborating with external creators across various fields. The initiative aims to solve complex corporate challenges and emphasizes the importance of a deep, active partnership between clients and agencies, moving beyond passive advertising approaches.

AI Technology branding corporate culture creative organization

Global

Hanwha Vision Turns Film Set Into AI Demonstration

Brand: Hanwha Vision

Campaign: Now You See

Source: https://www.marketingtribune.nl/bureaus/nieuws/2026/09/hanwha-vision-maakt-filmset-tot-ai-demonstratie/index.xml

Goal: Demonstrate AI camera technology in a film production setting

Media: social media, outdoor advertising, campaign website, trade materials

Summary: Hanwha Vision and Cheil Korea produced a commercial featuring actress Amanda Seyfried to showcase their AI camera technology under the campaign 'Now You See'. The production involved 42 AI cameras that continuously recorded activities on set to highlight the technology's safety and operational benefits. The campaign aims to demonstrate the unique application of Hanwha's technology in complex environments like film production.

AI Technology film production safety

Czech Republic

AI Helps Search History: Paměť národa Opens a New Way to Work with the Archive

Brand: Paměť národa

Campaign: New AI Assistant for Historical Archive

Source: https://www.mam.cz/novinky/akce-a-souteze/2026-09/ai-pomuze-hledat-v-historii-pamet-naroda-otevira-verejnosti-novy-zpusob-prace-s-archivem/

Goal: To provide public access to historical testimonies using AI technology

Claim: Experience the authentic narratives of our ancestors for free

Media: Online archive

Summary: The project introduces a new AI assistant that allows users to search through approximately 30,000 hours of historical testimonies in the archive of Paměť národa. This technology enables semantic searches, making it easier to find specific events or experiences without needing exact names or phrases. The initiative marks the 25th anniversary of the organization and aims to provide free access to these authentic narratives for students, historians, and the general public.

AI Technology Historical Archive Public Access

Global

Kate McKinnon Is an Evil CEO in Sequel to Zoom’s Bowen Yang-Led Brand Reset

Brand: Zoom

Campaign: Zoom Got It Done

Source: https://www.adweek.com/brand-marketing/kate-mckinnon-is-an-evil-ceo-in-sequel-to-zooms-bowen-yang-led-brand-reset/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=3

Goal: Position Zoom as a comprehensive AI-enterprise platform and engage a diverse user base.

Media: TV, CTV, OOH, digital, social

Summary: Zoom's sequel campaign 'Zoom Got It Done' features Kate McKinnon as an evil CEO attempting to undermine Zoom, only for her plans to backfire, showcasing Zoom's innovative features. This campaign continues the brand's shift towards positioning itself as an AI-enterprise platform, appealing to millions of daily users.

advertising AI Technology Comedy

USA

Did Wimbledon Move Influencers? Not Quite.

Brand: Meta

Campaign: Muse Launch

Source: https://www.marketingmagazin.si/aktualno/social-media/12058/je-wimbledon-res-prepovedal-vplivneze-ne-cisto/novice

Goal: To introduce a personal AI assistant

Claim: A personal AI agent that can browse the web and make purchases with user permission

Summary: Meta has launched Muse, a personal AI agent that can use other applications, browse the web, and make purchases with user permission. Currently, it is available in the USA.

AI Technology product launch

South Korea

Why is LG Electronics creating a K-pop group?

Brand: LG Electronics

Campaign: AI-DOL

Source: https://www.marketing-interactive.com/why-is-lg-electronics-creating-a-k-pop-group

Goal: To promote the latest washer-dryer through an innovative K-pop group.

Media: Digital screens, Instagram

Summary: LG Electronics has created a K-pop-style girl group called AI-DOL to promote its latest washer-dryer. The group consists of five members, each representing a key feature of the appliance, and they adopt a 'Neo Y2K' concept. AI-DOL has released a song, 'I WASH,' which became popular on Instagram. The campaign aims to engage consumers in a novel way with a familiar product.

AI Technology digital marketing K-pop

Saudi Arabia

LEAP opens with major AI projects as Humain unveils mega partnerships, autonomous trucks and local talent

Brand: Humain

Campaign: AI in a Box

Source: https://www.arabnews.com/node/2656456/saudi-arabia

Goal: Increase accessibility of AI technology for enterprises in Saudi Arabia

Claim: Transformative technologies become accessible to everyone

Media: Technology conference, presentations

Summary: The LEAP technology conference featured major announcements from Humain, including the launch of 'Humain Voice' for verbal AI interaction, a partnership with AMD to promote 'AI in a Box', and collaboration with AWS to establish a cloud infrastructure region in Saudi Arabia. These initiatives aim to bolster AI accessibility and innovation in the region.

AI Technology cloud infrastructure innovation tech partnerships

Global

impact.com Powers Minecraft’s Affiliate Program and Unveils AI Partnership Technology

Brand: Minecraft

Campaign: Affiliate Program Launch

Source: https://www.adweek.com/adweek-wire/impact-com-powers-minecrafts-affiliate-program-and-unveils-ai-partnership-technology/?itm_source=homepage&itm_medium=adweek-wire-edge&itm_campaign=2

Goal: To establish Minecraft's first affiliate program leveraging impact.com's technology

Claim: Empowering partnership-driven commerce

Media: Partnership events, online creator platforms

Summary: Minecraft has selected impact.com to power its first affiliate program, enabling better management of creator relationships and performance measurement through a unified platform. This initiative signifies a broader trend of brands utilizing partnerships for authentic consumer connections, complemented by innovative AI technologies introduced at the iPX event in Austin, Texas.

affiliate marketing AI Technology partnerships

Global

FIFA picks Globant to design a continuous fan engagement experience using AI

Brand: FIFA

Campaign: Fan Engagement Experience Redesign

Source: https://campaignme.com/fifa-picks-globant-to-design-a-continuous-fan-engagement-experience-using-ai/

Goal: To transform global fan engagement and enhance the football experience for fans.

Claim: Every fan experiences football in a personal way that deepens their emotional connection.

Media: Digital platforms, FIFA website, FIFA Tournament App

Summary: FIFA has partnered with Globant to redesign its fan engagement through advanced AI technologies, aiming to create a centralized digital ecosystem that personalizes experiences for football fans worldwide. This initiative will unify fans' identities and improve interactions across digital touchpoints, enhancing their connection to the sport beyond just tournaments.

AI Technology digital transformation fan engagement

Japan

Ezaki Glico and Kinotrope Present at ‘Successful Strategy Website Summit 2026’ Held on July 22

Brand: Glico

Campaign: with Glico park

Source: https://www.advertimes.com/20260716/article550835/

Goal: To enhance customer engagement through a digital community

Claim: Transforming fan communities into collaborative platforms

Media: Webinars, Seminars

Summary: HeartCore held a seminar in Tokyo titled 'Successful Strategy Website Summit 2026', emphasizing the evolution of websites from creation to performance in the AI era. Notably, Glico's Hiroshi Takeko discussed the growth of their fan community 'with Glico', achieving tripled membership through better CMS utilization and new customer experiences. The event highlighted the need for robust marketing strategies and effective data utilization in the digital landscape.

AI Technology community engagement digital marketing