USA
GEICO brings the Gecko into live conversation for the first time, powered by real-time AI: For the first time, the GEICO Gecko is stepping into a live, unscripted conversation. Today, the brand character appears as a real-time, AI-powered participant on the iHeart Women’s Sports and Unanimous Media podcast “Fudd Around and Find Out,” hosted by Azzi Fudd, the No. 1 overall pick in the 2026 WNBA draft and a guard for the Dallas Wings. The integration brings the Gecko to life in a dynamic new way, powered by AI technology developed and distributed in partnership with Framestore, The Martin Agency and Omnicom Media.
The appearance marks a broader shift in how GEICO is evolving its marketing and showing up in more modern, relevant environments – transforming one-way advertising into experiences audiences can engage with directly.
“GEICO does its best work when we don’t follow the category – we rewrite it,” said Arianna Orpello, GEICO’s chief marketing officer. “This technology lets us meet people in the environments where they’re most engaged and spending the most time, bringing audiences closer to the things they love about GEICO.”
The innovative real-time AI technology enables a responsive experience, allowing the character to interact in the moment in new ways.
GEICO developed the experience deliberately and with human oversight. The Gecko’s character, voice and creative direction remain guided by the teams behind the brand. Technology enables the conversation, but GEICO reviews the character’s real-time output and follows SAG-AFTRA guidelines and its established standards for how the character is portrayed.
“Technology is opening up new possibilities for how brands show up and connect with audiences, and human creativity and oversight remain at the center of everything we do,” added Orpello. “For us, the opportunity is about using innovation to create richer experiences, bring the brand to life in new ways and build deeper connections with highly engaged audiences.”
The integration builds on GEICO’s multiyear partnership with Fudd, the company’s first major long-term athlete partnership and a cornerstone of its growing investment in women’s sports. The collaboration provides new opportunities for GEICO to participate in the broader fan experience as audiences increasingly engage with athletes beyond game day through creator-led content, podcasts and social platforms.
“This is the first podcast I’ve ever been on, and I’ve enjoyed every second of it,” the Gecko said during the episode.
