Hotwire Global Announces AI Lab to Add More AI Consulting, Development and Tools

New AI-powered marketing and communications solutions include AI search discovery platform, Hotwire Spark, and agentic AI account intelligence platform, Hotwire Ignite

SAN FRANCISCO--(BUSINESS WIRE)--Hotwire Global, the global communications and marketing consultancy including Hotwire and ROI∙DNA, today announced the evolution of its AI innovation team to form a global AI Lab. This initiative will not only develop AI-powered tools to deliver faster and smarter insights, intelligence, and impact for clients but also drive AI adoption across the agency. New and updated solutions include the AI search discovery platform, Hotwire Spark, and the agentic AI account intelligence platform, Hotwire Ignite, both of which are now available.

Matt Oakley has expanded his role as Global Head of Data and Analytics to become Global SVP, Analytics and AI. He has relocated to San Francisco and is leading the go-to-market program for Analytics and AI technologies and services, alongside a dedicated R&D team, comprising both existing and new hires, including data scientists, developers, and analysts across the US, UK, Singapore, India, and Continental Europe.

“We’ve always been at the forefront of new technology developments, bringing the power of data, analytics and now AI to Hotwire and ROI∙DNA teams and clients to optimize work across building reputations, identifying the right relationships to build with media, influencers and prospects, and ultimately helping to deliver more revenue for our clients,” said Laura Macdonald, Chief Growth Officer at Hotwire Global. “Launching this dedicated global AI Lab will allow us to move even faster to develop the right AI-powered solutions to help clients deliver smarter marketing and communications campaigns at scale.”

The founding of Hotwire Global’s AI Lab builds on the AI innovation done by Hotwire and ROI∙DNA over the past year. Hotwire Spark (formerly known as GAIO.tech), the generative AI optimization tool, has already been adopted by clients such as Pure Storage and Equinix to help them understand how their brands and products appear in AI chatbots like ChatGPT, Copilot, and Gemini, as well as the sources of this information. Since its launch in May 2024, new features and capabilities have been added including the use of AI agents to aggregate more data and the addition of synthetic personas, allowing brands to understand how different information and sources are presented to different target audiences. These updates continue to provide clients with increased insights and value, helping them stay ahead of evolving customer behavior in their marketing and communications programs.

In addition to this generative AI optimization tool, Hotwire and ROI∙DNA’s AI Lab is also launching a new account intelligence product, Hotwire Ignite. This agentic AI tool incorporates Retrieval-Augmented Generation (RAG) approach to combine external data, such as web, technographic, and wallet data, with internal signals. This enables faster target account prioritization and strategy optimization by account and overall program effectiveness. Clients including Red Hat and SAP Concur have already been testing this product in beta.

Hotwire Global continues to be recognized as one of the leading consultancies in AI for the marketing and communications industry, highlighted by its AI report series in partnership with think tank House of Beautiful Business. The most recent report, titled AI Beyond Efficiency, helps clients navigate the rapidly changing AI landscape by providing frameworks for internal discussions and guidance on external marketing and communications approaches. This report series, along with R&D, has led Hotwire and ROI∙DNA to be invited to speak at prestigious events such as the World Economic Forum with Swisscom, Constellation Research’s Connected Enterprise and Ambient Experience, 6sense Breakthrough, PR Week AI Deciphered, and the PRovoke Summit North America Additionally, the agency has been shortlisted for awards like PRovoke’s Data-Driven PR Agency of the Year in 2025.

To learn more about Hotwire Spark and Hotwire Ignite, please visit hotwirespark.com.

About Hotwire Global

Hotwire is the tech PR, communications, and marketing consultancy. Globally, top technology brands partner with us for expert consultancy to scale and support their businesses. Found at the intersection of technology and humanity, our 400+ people in 11 countries weave global experience and local expertise to define, measure, and repeat success across reputation, relationship, and revenue campaigns. Follow us here to see how 20+ years at the forefront of communications and marketing help Hotwire make the technical, irresistible.