Using gen AI hyperpersonalisation at scale to take Snickers into the heart of football culture.

The idea. Snickers sorts you out when you’re not yourself. Jose Mourinho gets the best out of players. A match made in agentic AI heaven.

How it worked. Five AI models working together to deliver personalised one-to-one coaching from the Special One, all hosted in WhatsApp.

My role. Launch scripts, writers’ rooms, avatar capture on set, and the team’s resident Jose obsessive.