During Advertising Week in New York, our CEO and Head of CincoLab, Nicolas Marullo, joined AW360 for an insightful conversation on the evolving role of AI in deepening brand-consumer relationships. The interview provided a look into Cinco's two decades of creating immersive experiences for major global brands, and explored how AI is reshaping brand engagement with a focus on personalization.
Marullo highlighted Cinco’s mission which revolves around the belief that "life is an experience, and experience is the new brand”. He discusses how, in today’s fast-paced digital world, brands must go beyond traditional messaging and visibility tactics. Instead, they should aim to foster deep, personalized connections with consumers through experiential commerce, offering value and engagement that make them feel understood .
One of Cinco’s key innovations that Marullo shared was xSpace, a conversational AI platform designed to enhance how brands interact with consumers. xSpace leverages AI to create tailored, interactive conversations, bridging the gap between online and real-life decision-making. Through these real-life conversations, xSpace helps consumers make decisions based on their individual needs, much like asking a trusted friend for advice. This new type of tailored experience is especially important when it comes to luxury goods and high-ticket items, where attention to detail and personalization are extremely valued.
Cinco’s approach leverages multiple AI agents working together to provide highly contextual recommendations, offering information that goes beyond what social media or traditional websites deliver. Marullo illustrated xSpace’s capabilities using the example of electric vehicles: instead of focusing on generic car features, xSpace tailors its responses by factoring in individual needs such as climate, garage space, or lifestyle needs.
Looking ahead, Marullo explained that AI will continue to transform traditional marketing, enabling hyper-personalization at scale. He noted that advancements in this technology, such as OpenAI’s real-time API (application program interfaces), are also making conversational commerce more seamless and natural, allowing for true one-on-one interactions between brands and consumers.
To learn more about Cinco’s innovations and AI-driven brand engagement, visit our website to explore a live xSpace demo, and tune in to Nicolas Marullo’ full interview on all streaming platforms.