From attention to presence: When brands start behaving

That was the premise of founder/CEO George Eid's talk at SXSW London 2026. He explored a question that has followed brands since the earliest days of commerce: if trust is built through behavior, why do so many organizations still struggle to align what they say with what they do?

Watch the recording to learn more.

For decades, the job of a brand was to shape perception before the evidence arrived. Advertising, campaigns, social media, and content helped organizations influence how they were understood. But as George argues, those tools often create a gap between a brand's expressed values and the customer experience.

The systems behind a business—its pricing, policies, products, and operational decisions—create a record of behavior that is increasingly visible to both people and machines. Those interactions reveal what an organization values far more clearly than any campaign ever could.

AI is changing the economics of that gap.

Not because the technology is powerful. Not because it expands human capacity. Not because you can optimize for it. Because it changes the incentive. For the first time, behaving well isn't just the right thing to do—it's the most powerful strategy. The machine rewards evidence. And you can't buy your way into the recommendation.

Watch the video to learn more.