Category: In the News

Brands used to rent a celebrity’s likeness for a campaign. The TV spot was shot, photos were taken and the rental agreement ended when the cameras stopped rolling. Now, marketers are turning talent into always on, hyperpersonalized digital personas using AI.

Take The Coca-Cola Company. Ahead of the FIFA World Cup, Coca-Cola announced the launch of a “José vs. Mourinho” social content series. But instead of featuring José Mourinho, the incoming manager of the Real Madrid soccer team, the series will be hosted by Mourinho’s AI clone.

From celeb rentals to always-on digital personas

Mourinho’s so-called digital twin is the brain child of Coca-Cola, Footballco media company, and entertainment studio and management company GRAiL. It’s powered by Google Cloud. The team worked directly with Mourinho to capture new audio and video to build the technology, said a spokesperson for the brand.

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This story was first published by Digiday sibling Glossy

Nest New York is bringing its layerable fragrances to the U.K., as prestige and mass beauty brands alike lean into the commercial scent-wardrobe opportunity.

The New York-based fragrance brand, founded in 2008 by Laura Slatkin, is expanding its U.K. presence this month through e-tailer Cult Beauty, department stores Harrods and Selfridges, and specialty retailer John Bell & Croyden. Cult Beauty and Harrods carry Nest’s fine fragrances, while Selfridges and John Bell & Croyden sell its home fragrance products. At Selfridges, the brand is selling both online and in-store, while John Bell & Croyden is launching Nest in-store only.

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