Tapping AI to Make Sense of Gen Z’s Pop Culture Obsessions
TheGrill 2026: Yves Bergquist introduces Geist, an agent that companies are using to decode the zeitgeist The post Tapping AI to Make Sense of Gen Z’s Pop Culture Obsessions appeared first on TheWrap .
Quantifying pop culture trends has long been a challenging task, but a new AI tool aims to change that. Yves Bergquist, an AI researcher and principal at AI Enterprise Systems at USC's Entertainment Technology Center, introduced his startup CortoAI and its agent, Geist, at TheWrap's Grill business conference. Geist's custom-built model uses agentic AI and extensive social media data to track, model, and predict cultural trends.
Bergquist emphasizes that Geist is not generative AI, but rather analytical AI designed to enhance decision-making rather than replace jobs. Dubbed "strategic AI," it is expected to help both Hollywood and Madison Avenue keep pace with cultural shifts.
Numerous Hollywood studios and major brands, including Lego, Levi’s, Unilever, and Coca-Cola, have adopted Geist to inform their product design, storytelling, and campaign creation. The white paper lists the 40 fastest-growing entertainment genres and properties over the past six months, with Grand Theft Auto VI, Spider-Man, and HBO Max's "The Pitt" leading the pack.
Microdramas rank fourth, along with comic book franchises, anime, and various video games. For a complete list and description of Geist's capabilities, refer to the accompanying white paper.
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