Hotwire announced its groundbreaking global AI innovation team and introduced pioneering proprietary AI tool, GAIO.tech.
The company says the tool provides insights into brand reputation, influencers, and recommendations from platforms such as ChatGPT, Claude, Gemini, and Perplexity.
The platform's name, GAIO, is a testament to its strategic value. This allows brands to leverage the potential of generative artificial intelligence optimization (GAIO) to understand brand mentions and identify key answers and sources through AI chatbots. Hotwire's data-driven approach guides clients in prioritizing which media outlets, channels, and influencers to optimize their brand's reach.
“We've tried a different approach, asking not what we're doing with AI, but what our target audience is doing with AI,” says Sven Winnefeld, vice president of AI innovation at Hotwire. “More and more consumers and B2B buyers are using generative AI to research products and information that will lead to or influence their purchasing decisions. In theory, it's a different communications channel.”
The agency has appointed Mr. Winnefeld to lead a team focused on AI supporting GAIO (technology). Working with the data analytics team, this group consults with clients on AI strategies and communications programs, and develops a suite of proprietary AI-powered solutions.
GAIO.tech is the first in a series of AI technology and consulting services that Hotwire plans to launch in the coming months to help global brands leverage AI as part of their marketing and communications strategies, the company said in a statement.
Hotwire will debut the solution in beta mode for clients in late April/early May, and plans to provide demos, access to tools, and consulting services from launch day. According to Winnefeld, the idea for the product came from conversations with clients and was built in collaboration with their input on how they wanted their data to be displayed and integrated into a viewable format.
“Our goal is to be one of the leading agencies when it comes to generative AI,” Winnefeld said, noting that Hotwire is making “significant investments” in this space. “We are seeing many traditional communications marketing services being transformed by AI, and we want to be at the forefront of that.”
According to PRWeek's Agency Business Report 2024, Hotwire reports that its 2023 revenue will fall 3% to $58 million globally and increase 6% to $33 million in the U.S.
