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Avocados From Mexico is returning to the Super Bowl with a digital play instead of a traditional linear spot for the third year in a row. This year though, the avocado brand is using AI to create an interactive tool that offers real-time football predictions and custom guacamole recipes called the Prediction Pit.

The brand did not say how much the stunt costs — but the price tag is $8 million for a proper Super Bowl ad. Notably, inventory has been sold out since last September.

This year’s Prediction Pit will feature personalized sports and live game predictions as well as guacamole recipes, helmed by actor Rob Riggle as a realistic AI avatar. The Prediction Pit is built on a predictive AI system in which results can change throughout the week or day, depending on variables like player injuries or weather.

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The sad news of John Gentry’s death, the CEO of OpenX, emerged, with the resulting outpouring of respect and tributes testament to his professional standing in the industry and the high regard in which he was held.

In a measure of the thoughtfulness and humanity of Gentry – or “JG” to those that knew and worked closely with him – the developments were made public on January 15 by his own hand.

“If you are reading this, it means that I’m no longer around and lost my fight with cancer,” read a self-penned note on his LinkedIn account. “This note is just a massive thank you to all of you. Thank you for the fun, for sharing the struggle, for helping me learn along the way, and being a group of quality people that enriched my life. I wish you all the very best in the years to come!”

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