8×8 turns customers into AI action-movie heroes

8×8 is reinventing B2B relationship marketing with The Power of You — a personalised video campaign that turns customers and prospects into action-movie heroes.

Developed with Barrett Hofherr, the initiative replaces generic outreach with AI-generated cinematic spots tailored to individual IT and CX leaders.

Each participant collaborates with 8×8 to create a unique hero narrative based on real-world challenges, before advanced AI tools — including Veo 2 and Veo 3 — transform their photos into bespoke action sequences.

For example, Chris Gensmantel, CIO at LSH Auto, appears as an archaeological explorer, F1 driver, and monster truck hero, while Genelle Chamberlain, IT manager at PrimeSource, is depicted as a deep-sea explorer, orchestra conductor, and human cannonball.

The campaign runs across connected TV, paid social, OOH, podcasts, display banners, and other digital channels. The personalised commercials aim to reposition IT and CX leaders as strategic heroes rather than background support.

Bruno Bertini, CMO, 8×8: “Most B2B marketing still plays it safe. The Power of You puts customers at the centre — the heroes of their own story, not the bystanders.”

Craig Mangan, ECD, Barrett Hofherr: “Why spend millions on broad awareness when your audience is so specific? AI lets us make custom Super Bowl commercials for every important relationship.”

www.8x8.com

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