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pr@stagwellglobal.com

The Machine enhances the data systems and tools marketers already use, including Figma, Slack, Teams, Adobe, and performance dashboards. The Machine turns disconnected workflows into a unified system powered by AI agents and amplified by Stagwell’s agencies, products and data. With The Machine, every brief, creative asset and media plan feeds a system that learns, adapts and compounds. Each campaign makes the next one faster, smarter and more effective.

“The launch of The Machine, combined with our recent release of newvoices.AI and strategic partnerships with Palantir and Gradial, marks another milestone in cementing Stagwell as a leader in marketing AI,” said Mark Penn, Chairman and CEO of Stagwell. “This moment underscores Stagwell’s ability to deliver best-in-class solutions for clients and lead the industry through the AI era.”

“Most marketing AI tools ask you to rip out your infrastructure and start over,” said Dan Gardner, Founder and Chairman of Code and Theory. “The Machine does the opposite. It works where you work, improves and AI enables the tools you already use, and transforms existing operations into an agentic system. That’s the shift from isolated tools to a unified operating system.”

Code and Theory clients are already adopting The Machine’s early model. Stagwell will offer demos of The Machine at CES January 6-9 at booth #L2-P2, where attendees will see real use cases across the marketing organization, including:

• Cross-functional orchestration: Strategy, creative, production and media work from shared intelligence rather than siloed handoffs, reducing friction and accelerating time to market.

• Intelligence in context: Mini-Machine plugins directly into the tools marketers already in use, eliminating app-switching and workflow friction.

• Unified strategic spine: The Machine connects brand strategy, creative production and media performance into a single source of truth, ensuring every new campaign builds on what has already been learned.

• Creative content production at scale: AI-assisted workflows maintain brand integrity while dramatically increasing output velocity.

• Real-time tracking: Feeds into creative and strategic decisions, creating a closed loop where optimization happens continuously.

The Machine represents the culmination of Code and Theory’s work transforming marketing operations for enterprise clients including Qualcomm, TIME, Stanley Black & Decker, Henry Schein and T. Rowe Price. The agency’s historic 2024 included 11 top industry recognitions from Fast Company, Adweek, Ad Age, the ANA, Digiday, Campaign and the Shorty Awards.

“Clients have been asking for a solution that connects people, content, data, and technology to truly realize the value of AI, and The Machine delivers just that,” said Michael Treff, CEO of Code and Theory. “We’ve turned marketing operations into a unified system rather than a collection of tools to enable marketers to embrace the next phase of AI transformation.”

The Machine will be available for enterprise deployment in Q1 2026.

About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 45+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.

About Code and Theory
The Code and Theory Network is the only technology and creative network with a balance of 50% creative and 50% engineers. Our unique makeup makes us the place where CMOs, CTOs and CIOs come together to drive results for their businesses. We partner with our clients to redefine what is possible to create lasting impact and drive long-term growth. Part of Stagwell, Code and Theory offers a global footprint and the capabilities to work across the entirety of the customer-facing journey, and implement the technology that powers it. The network includes the flagship agency Code and Theory as well as Kettle, Instrument, Left Field Labs, Truelogic, Create. Group, Rhythm and Mediacurrent. Code and Theory clients include Amazon, JPMorganChase, Microsoft, NBC, NFL and Yeti. For more, visit codeandtheory.com.

Contact:
pr@stagwellglobal.com

Originally Released On

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Contacts:

PR@stagwellglobal.com
PR@gradial.com 

Originally Released On

PR Newswire

Contact:

Stagwell
pr@stagwellglobal.com

Originally Released On

PR Newswire

Contact:

Stagwell 
PR@stagwellglobal.com 

Palantir Technologies
media@palantir.com

ABOUT THE AGENCIES BEHIND THE WORK

Left Field Labs is a team of engineers, designers, strategists, information architects and creative technologists who thrive at the intersection of imagination and scientific rigor. Together we aim to inspire a more positive world by being a driving force for culture, innovation and invention.

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Left Field Labs partnered with Hasbro to bring the classic game of Twister into the digital age with Twister AIR, an AR-based game powered by AI, and built for iOS and Android.

Advanced AI and Machine Learning Integration

Skeletal and Color Tracking

Left Field Labs employed sophisticated AI and machine learning algorithms to enable reliable tracking of players’ movements and their colored bands in varied lighting conditions. This technology ensured accurate detection and response, regardless of skin tones and clothing variations. Its custom skeletal tracking monitors up to four players on a wide range of hardware, both Android and iOS devices, enhancing the versatility and accessibility of the game. 

AI-First UX Design

The app’s user experience was designed with an AI-first approach, focusing on players’ gestures, positions, and movements to create a smooth, intuitive interface. This design approach, which prioritizes AI driven interactions, enabled players to interact with the app and navigate game levels effortlessly, using natural motions for a more immersive and engaging experience.

Innovative AR gameplay experience

Gameplay mechanics

Players followed movement cues from the app, similar to games like Just Dance and Beat Saber. The game features 16 music tracks, including an original song “Twist in the Air,” and challenges players to match colored bands with on-screen dots, perform specific poses, and execute complex movements. The game also included a level editor to design levels synchronized with music, providing varying levels of difficulty and enhancing replay value.

User feedback

The innovative gameplay received positive reviews from both children and adults. “Twister Air is a great way to close those Apple Watch rings,” noted one user, highlighting the physical activity aspect of the game. The app also creates highlight reels of players’ key moments, making it easy to share social assets and elevate the social aspect of the game.

Modern twist on a classic game

Twister AIR reimagined the classic game of Twister for the digital age. The AR app transformed the traditional mat game into a dynamic, music-focused experience without being restricted to a surface. Players wear colored wrist and ankle bands, and the app uses the device’s camera to track their movements, creating an immersive and  interactive gameplay environment.

Industry recognition

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

Originally Released On

PR Newswire

Contact:

Stephanie Hernandez
PRophet Comms Tech
v-stephanie.hernandez@prprophet.ai

In 2020, PRophet launched the first AI-powered SaaS platform of its kind to help PR and communications leaders predict interest in their stories among high-authority journalists. Now, leveraging that same technology, PRophet has integrated with its influencermarketing.ai platform to identify and target social media influencers and journalists in one seamless process.

This development marks a pivotal step in PRophet’s evolution, blending earned media and influencer marketing capabilities in response to shifting media consumption habits, particularly among younger demographics. Recent Pew Research Center data revealed that one in five Americans now regularly get their news from social media influencers. PRophet’s improved functionality allows for streamlined engagement with these influential voices alongside traditional media outlets.

“Today we are introducing the first of many integrations that bridge the gap between earned media and influencer marketing,” said Aaron Kwittken, CEO and Founder of the PRophet suite. “By unifying these two critical disciplines through AI tools, PRophet is empowering savvy communications professionals to craft comprehensive comms strategies that reach audiences across all channels.”

The new integration enables brands and agencies to identify relevant influencers and content creators for news stories and announcements across platforms including Instagram, TikTok, YouTube, and podcasts. Users can review the influencers’ audience quality score, engagement rate, follower credibility, and advanced insights such as popular hashtags or direct mentions.

Over the past 18 months, PRophet expanded from a single point solution to a comprehensive suite of tools following two key acquisitions late last year, LEADERS and UNICEPTA, greatly expanding its capabilities and global footprint and boasting a staff of nearly 600 across four continents and nine cities.

About PRophet
PRophet is a comms tech suite of AI-powered SaaS tools and services designed to empower modern communicators. Purpose-built for PR and marketing professionals, PRophet harnesses predictive, cognitive and generative AI to help users discover, target and engage with high-authority journalists and leading influencers. The media relations solution creates and tests “mediable” PR content to predict journalist interest and sentiment. The influencer marketing solution, influencermarketing.ai, combines influencer discovery, analytics, brand safety and tracking technologies to inform and manage influencer campaigns with precision. The suite also features, UNICEPTA, the largest provider of global media, market intelligence and social listening tools, delivering unmatched insights and analysis to communicators worldwide. PRophet was awarded PRovoke Media’s Innovation SABRE in 2023 and 2024, a 2024 Webby Award, and was included in PR News’ 2024 Tech Hotlist. PRophet is headquartered in New York City with offices in Washington DC, London, Cologne, Berlin, Zurich, São Paulo and Shanghai and is part of the Stagwell Marketing Cloud (SMC), a suite of data-driven SaaS solutions built for the modern marketer. Visit prprophet.ai to learn more.

About Stagwell
Stagwell is the challenger holding company built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our specialists in 35+ countries are unified under a single purpose: to drive effectiveness and improve business results for our clients. Join us at www.stagwellglobal.com.

Contacts:
Stephanie Hernandez
PRophet Comms Tech
v-stephanie.hernandez@prprophet.ai

ABOUT THE AGENCIES BEHIND THE WORK

Instrument is a technology-led brand, product, & marketing agency. Instrument uses the power of design and technology to help brands unlock their full potential.

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How can a large global B2B enterprise strengthen its position in an international market while establishing trust and credibility as a local player? When Salesforce, a leading global CRM platform, set its sights on reaching mid-market companies in India, it called upon Instrument to help shift perceptions and demonstrate how Salesforce meets the diverse needs of Indian businesses of all sizes and stages of growth. 

To effectively reach mid-market businesses, Instrument crafted a made-for-India brand campaign rooted in the traditional Salesforce brand while tailoring it to the unique needs of the market.  The Instrument team used generative AI to streamline production and get market expert feedback before bringing ideas to life using real humans. The result? The campaign used a vibrant color palette, traditional patterns, and featured real Indian customers, making it relatable and allowing the target audience to easily identify with the brand. 

Our Approach to Transformation

To properly depict Salesforce’s brand identity while incorporating elements authentic to India, Instrument relied on generative AI as a creative partner. The tool allowed the team to create unique assets quickly and get feedback across time zones and from in-market experts. 

Instrument utilized generative AI tools such as Midjourney, Photoshop Beta and Topaz Lab’s Gigapixel to concept and visualize the final product before budget allocation — AI generated placeholder images, allowed the team to experiment with talent, poses, and styling ahead of the shoot. This approach also enabled faster feedback and approval from clients, making the most of their time with real talent. Instrument relied heavily on local market partners to provide a culturally informed lens, but AI-generated drafts gave clients real imagery to react and workshop with the team.  

Our Impact

The campaign beat industry benchmarks and drove an uptick in traffic to the campaign landing page and case studies. A closer look at the numbers: 

• 237 million campaign impressions 
• 758,000 clicks (2.5x industry benchmark) 
• +16ppt unaided awareness 
• +12ppt brand advertising recall 
• +10ppt brand attributes 
• +7ppt familiarity and favorability 

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

ABOUT THE AGENCIES BEHIND THE WORK

Code and Theory works with a best-in-class, diverse, global client base. At the core of our work sits the strategy and analytics teams, which focuses on consumer-first, omni-channel solutions throughout the entire customer journey.

Explore the entire Big Board case study here

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The Ultimate Data Storytelling Platform

NBC’s Big Board processes over 10 million data points from 16 years of electoral history, transforming complex data into clear, actionable insights live on air. Working in tandem with the NBC team, Code and Theory built the Big Board to be both a co-host and a trusted source of truth, ensuring accuracy, timeliness and ease of use as the news unfolds. Its impact has been tangible for NBC and its audience, driving consistently higher viewership across linear and digital streaming channels.

Precision-tested Technology

The Big Board embodies NBC’s commitment to accuracy with its state-of-the-art technology. Code and Theory leveraged AI to simulate millions of real-time election scenarios, built 8 unique apps from scratch—all managed in a single codebase—and dedicated thousands of hours to unifying complex mapping technology for broadcast TV distribution and digital.

The result is an experience without blemish in more than 10,000 broadcast hours.

A Co-host and a Dance Partner — All In One

The Big Board is the perfect “dance partner” for hosts during election coverage. Code and Theory researched how NBC’s hosts interacted with data and behaved under stress. Today, the Big Board anticipates the host’s needs as a presenter to better translate complex election data into an understandable, interactive visual spectacle as the news unfolds.

Fueling the Nation’s Need for Speed

Real-time election results from over 16,000 geographies in the U.S. concurrently — delivered in just 4 seconds. The Big Board has over 100FPS rendering power, making it the fastest on-air data-mapping tool in production today. Advanced caching strategies and system integrations enable swift data processing, instantaneously keeping viewers informed and engaged.

Technology Built for Speed and Scale

Code and Theory’s Engineering team developed the Big Board’s infrastructure to efficiently handle approximately 56 datasets for various elections since 2008, encompassing core race types like presidential, house, senate, and gubernatorial races and additional race types such as Lt. Gov, Secretary of State, and Ballot Measures.

The agency built a scalable architecture that ensures customization across NBC’s top platforms in English and Spanish, including two networks (NBC and MSNBC), various TV shows (Today Show, Meet the Press, Telemundo, Morning Joe, The Rachel Maddow Show), NBC News Now’s YouTube channel and the “Kornacki Cam” YouTube stream.

It took nearly a year of trial and error to achieve zero errors.

A Legacy of Impact

The National Broadcasting Company (NBC) launched on November 15, 1926, making it the oldest broadcasting network in the United States. Almost 100 years later, NBC News is breaking barriers, tapping into innovative technology and cutting-edge design to reimagine the Big Board and political coverage at large.

Impact & Key Takeaways

Impact: 

• :04 Seconds to deliver over 10M data points in real-time from anywhere
• 16 years of elections available during broadcast across multiple networks at once
• 8 Big Board apps, all built and managed in a single codebase
• The fastest on-air data-mapping tool in production, with over 100FPS rendering
• 4X Winner in New York Festival Awards across Innovation, Technological Innovation, Data Storytelling and Data Innovation

Key Takeaways: 

• Set a new standard in data-storytelling, processing and election coverage
• Delivered error-free data that’s reinstilling trust in election reporting
• Developed a flexible design system to scale across NBC’s broadcast and digital properties
• Built technical infrastructure prioritizing advanced data modeling, system integration, and security safeguards

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals. 

ABOUT THE AGENCIES BEHIND THE WORK

Code and Theory works with a best-in-class, diverse, global client base. At the core of our work sits the strategy and analytics teams, which focuses on consumer-first, omni-channel solutions throughout the entire customer journey.

Explore the entire ContextLens case study here

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In a media and publishing landscape saturated with data, readers often find polling and election insights challenging to interpret, especially in isolation. With two decades of heritage transforming newsrooms, Stagwell’s Code and Theory recognized that empowering readers with context could turn data points into compelling narratives.

ContextLens addresses this by using generative AI to identify the story behind the numbers, guiding users to more meaningful insights. Code and Theory conceived, built, and launched this tool in the lead-up to the 2024 election cycle in partnership with Real Clear Politics, where understanding trends and shifts is essential for grasping the bigger picture of public opinion.

AI-Powered Anticipatory Design

ContextLens is a groundbreaking anticipatory design system built by Code and Theory, leveraging generative AI to transform how readers interact with data on news sites. Unlike typical AI tools, ContextLens doesn’t just respond to commands — it understands the content users are viewing and intuitively generates contextual visualizations. This approach brings data-driven insights directly to the user’s screen, streamlining the information-gathering process and making digital news experiences more responsive, informative, and visually engaging.

RealClearPolitics — Transformed

For RealClearPolitics’ RealClearPolling site, ContextLens is a game-changer. Instead of navigating multiple pages or manually searching for related content, users now have contextual insights instantly available. If a user is viewing polling data, ContextLens suggests relevant visuals — such as recent polling shifts or battleground state insights — tailored to their immediate interests. This provides RealClearPolitics with a tangible advantage, offering readers a richer, more interactive experience while positioning the site as a leader in digital political analysis.

Signaling A New Era for AI and Publishing

Beyond enhancing user experience, ContextLens opens up new revenue streams, allowing publishers to monetize through non-disruptive, contextual advertising embedded within the tool. For media companies, this is an opportunity to leverage AI to both engage audiences and drive revenue. ContextLens goes beyond traditional news delivery by shifting from one-dimensional, static news to a visually rich experience where AI enhances understanding, making real-time, data-driven journalism more accessible.

Key Takeaways

• Built and launched Context Lens, an anticipatory design system leveraging generative AI to transform how readers interact with data on news sites.
• Instead of navigating multiple pages or manually searching for related content, users now have contextual insights instantly available, powered by AI.
• Less than 3 months from concept and design to build, testing and launch.

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals.