Spokeshologram
A brand character introduced by Best Buy in 2024, a holographic spokesperson named Gram used across its advertising in the AI era.
Explanation
Best Buy unveiled the spokeshologram as part of a July 2024 brand refresh that included a new tagline ("imagine that"), an updated color palette, and a partnership with Google Cloud on generative AI features. The hologram character Gram appeared in back-to-school commercials across TV, online, and social platforms, positioning Best Buy as a destination for discovering new technology rather than just buying it. The term is notable to marketers as an example of a retailer using an invented, AI-themed mascot format to signal technological relevance without claiming the brand itself runs on AI.
Usage context / examples
Best Buy's spokeshologram Gram appeared in the retailer's 2024 back-to-school advertising campaign, timed to its broader brand refresh and AI-assistant partnership with Google Cloud.
Related terms
Brand Mascot, AI Washing, Brand Refresh
Turkish definition
Best Buy'ın 2024 marka yenileme çalışmasında tanıttığı, Gram adlı, yapay zeka çağına gönderme yapan hologram sözcü karakteridir.