MAM

GroupM's INCA brings in robot Sophia as its brand ambassador

The collaboration marks Sophia’s first-ever ambassadorship work with an agency.

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NEW DELHI- INCA, GroupM’s brand-safe influencer marketing solution roped in Sophia, a human-like robot from the house of Hanson Robotics as its brand ambassador. Sophia will be available as an influencer to brands in the APAC region. 

This is the first-ever collaboration of Sophia as a brand ambassador with any agency. Hanson has previously worked with renowned brands such as Etihad Airlines, Audi, Alexander Wang, and Huawei to magnify Sophia’s status as the world’s first robot citizen and connect with audiences across the globe. 

She now joins INCA’s global network of brand-safe content creators and influencers to help brands create influential content that brings brand stories to life. 

INCA APAC lead Atique Kazi said, “Sophia is the perfect ambassador for brands looking to intelligently engage with their consumers. As an advocate for scientific education and sustainable development. Her persona is a natural fit for many brands looking to create compelling content, reach, and engagement around these incredibly important topics. She has the capability to generate facial expression, mirror people's posture, and discern emotions from the tone of voice, all of which help people to identify and form a connection with her.” 

Kazi added: “While we see changes in how consumers are influenced by multiple sources, we are confident that this is the right time to introduce a new influencer into our network that exemplifies humanity as well as the technological achievements of our time. As we collaborate with Sophia, we are in awe of how technology can showcase the marvels of artificial intelligence (AI) in a humanoid form.” 

Influencer marketing has unlocked new opportunities for brands to connect with their customers and is predicted to grow in the next few years by 30.6 % CAGR as marketers seek more efficient and data- driven options in reaching out to the consumers. INCA’s partnership with Sophia showcases how it also enables the use of technology to build human connections with brands. 

INCA enables brands to run content marketing campaigns across and beyond social channels in achieving real and tangible outcomes for marketers. With the ambassadorship for INCA, Sophia will be working with brands to create relevant and engaging bite-sized content and connect with brand audiences across various social media platforms. 

As a unique combination of science, engineering, and artistry, Sophia is simultaneously a human-crafted science fiction character depicting the future of AI and robotics, and a platform for advanced robotics and AI research. The character of Sophia captures the imagination of global audiences. She is the world’s first robot citizen and the first robot Innovation Ambassador for the United Nations Development Programme. Sophia is now a household name, with appearances on the Tonight Show and Good Morning Britain, in addition to speaking at hundreds of conferences around the world.

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