Brandtech names regional ceos to power AI push in key markets. Former Huge global CEO Lisa debonis joins as UK managing partner and CEO. 2 hours ago Brandtech Group has appointed three regional chief executives - Lisa De Bonis in the UK, Jeff Matisoff in North America, and Julie Hardy in France - as it bolsters its leadership in key markets with AI-forward talent. De Bonis joins from Huge, where she served as global CEO and chief experience and product officer. Before that she spent years at Accenture Interactive across commercial and operational roles. Matisoff joined Brandtech in 2021 from WPP, where he was global president of Eightbar, IBM's dedicated agency. He helped lead the acquisition and integration of digital marketing company Jellyfish, which manages more than $2 billion in billings. Audrey Kemp is a staff reporter for Adweek based in New York City. Recommended videos

Design and technology company Huge has partnered with iFIT to create "Realms You Can't Reach", a series of AI-generated fantasy running experiences for treadmill workouts. The collaboration uses Google's Veo 3 technology to produce five immersive videos featuring impossible-to-film worlds. Huge developed a custom production pipeline combining narrative storyboarding, Midjourney visuals and Veo 3 video generation to create 20-30 minute point-of-view runs through prehistoric, mythic and futuristic landscapes. The series launched to iFIT members on 12 January 2026. The project demonstrates AI as a production tool rather than a gimmick, enabling content that complements iFIT's existing trainer-led programming and library of over 10,000 workouts. iFIT has 6 million users globally and owns brands including NordicTrack, ProForm and Freemotion.