Global Updates

Jack Morton launches global innovation arm

Genuine X will harness emerging technology like instant emotion analysis and voice search to create immersive brand experiences.

Global brand experience agency, Jack Morton, this month announced the launch of Genuine X, the agency’s dedicated innovation practice. The initiative is designed to support clients’ business needs at a time of increasingly rapid change, often driven by technology.

Supported by labs in London and Boston (and more to be rolled out in the new year, the first of which will be in Dubai), Genuine X will combine content, data and technology to create innovative brand new experiences, products and services.  The practice blends specialist expertise from both Jack Morton and its technology agency Genuine, leveraging a global talent pool to support client needs. 

Damian Ferrar, innovation director and global head of Genuine X, Jack Morton, says: “Technology is creating amazing new opportunities for brand experience. Genuine X is a new way of thinking, and a new way of working, which will allow us to harness the most relevant emerging technologies to help our clients win in an ever more disruptive marketplace.”

The agency also announced that Genuine X is partnering with instant emotion analysis service, EMRAYS; voice experience platform, Voicify; and the UK government’s immersive technology agency, Immerse UK. 

EMRAYS is the first instant emotion analysis service that instantly reads and feels emotions the same way humans do. The partnership between Genuine X and EMRAYS is focused on exploring the emotional impact of live brand experiences by predicting human reactions to different designs and concepts through AI simulation. 

With Voicify, the agency is working to harness the ever-growing power of voice search for the next generation of immersive brand experiences.  And the agency’s partnership with Immerse UK means Genuine X will be working closely with academic institutions and tech start-ups to tackle industry problems and develop products and services which will help shape the future of brand experience.