Entrepreneur, sports analyst, DJ, restaurateur, and brand ambassador are some of the roles that Shaquille O’Neal has successfully managed. Talk about his savvy skills from being one of the earliest investors in Google in the late ’90s. To now lead Reebok in mounting a challenge against Nike and Adidas. The Lakers legend is doing it all. He has Shaqified the lessons learned from legends like Magic Johnson, but is still not ready to spill all his secrets.
His latest partnership is with Carvana, an industry pioneer for buying and selling used cars online. We all know the Big Aristotle’s love for cars, as he once had 40 cars in his garage, and it was before buying multiple Escalades. Him partnering with Carvana is a no-brainer, but this one comes with a twist of AI. The online car marketplace and its new brand ambassador have created the new Shaqbot. It claims to bring Shaq’s signature voice, wit, and personality into Carvana’s digital experience.
That’s what Ethan Joyce, Sports Business Journal, put to the test. The first question was a general one asking for an upgrade over the current Subaru cars. The Shaqbot gave five great options in the Honda Pilot, Toyota Highlander, Hyundai Palisade, Ford Explorer, and the Chevy Tahoe/GMC Yukon. Now it was time for the real question. “Shaq, who was your favorite teammate?” Trying to catch Shaquille O’Neal off guard is not easy, so even the AI-powered bot was not slippin’.
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Joyce narrated the answer, “Oh, you trying to catch me slippin’, huh, boss?’ Shaq scolded. He then proceeded to tell me he had love for all his teammates, and right now, the only team I’m running with is Team Carvana.” Not just avoiding the question, but integrating a brand plug is a reason why Shaquille O’Neal is a true genius. The answer didn’t feel very AI-driven, in fact, it was more like how one can envision the 4x NBA champion speaking. Joyce added, “the squeaky-clean corporate jargon that just doesn’t fit in everyday life. But playing the responses in Shaq’s voice notches up the authenticity significantly.”
That’s why even O’Neal was impressed with what the chatbot could really offer. “As far as engagement, I like realistic engagement — but I can’t be everywhere at once,” O’Neal said. “… When I tested it out the other day, I was super, super impressed.” The campaign from the $78.46 billion company is not just restricted to a chatbot.
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They will start with a nationwide ad campaign where Shaquille O’Neal will share how Carvana can get Shaqified. Then there is Shaqvana.com–where customers can browse Shaq-approved rides, explore campaign content, and interact with Shaqbot. Apart from this bot, there is a Shaq Filter, which will help the customers’ search experience be tailored to Shaq’s favorite specs: roomy interiors, high horsepower, sunroofs, and more.
Shaquille O’Neal already had plans for an AI bot
Creating a wealth of $500 requires foresight and an actionable plan. For Shaq, over the years, he has developed a team that he leads, and the result is in front of us. Big Chicken, Reebok, the Shaq brand, and Papa John’s are some of the excellent examples of how the Lakers legend has become a certified name in the entrepreneurial space. As stated, he was early on Google; similarly, he already has trademarks made in his name. Authentic Brands Group, a management company that owns Shaq’s branding rights, filed for two trademarks SHAQ AI and ASK SHAQ.
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Josh Gerben, at the time, said, “I’d expect there would be some kind of integration into the broader Shaq brand, like merchandise and other things that [Authentic] sells”. Now, using a similar model, Shaq’s team may have cracked the partnership with Carvana. That’s why the Lakers legend is excited about this new partnership.