Brand experience agency We Are Collider has developed a proprietary AI tool called ROXi that predicts the ROI of brand experiences before an event takes place, helping clients secure budgets from stakeholders with projected data rather than post-event metrics.
The tool was conceived by managing director Tracy Sorgiovanni and developed in collaboration with Arq, the agency’s in-house innovation lab headed by Charlotte Bunyan, who recently received a WACL award for women leading the way in AI and tech.
The need for a tool like ROXi is well documented. While experiential ROI can be measured through metrics such as footfall, content shares and earned media value, these can only be reported after an event. According to Bizzabo’s State of Events and Industry Benchmarks report, 70% of event organisers and brand marketers struggle to measure and demonstrate ROI effectively.
ROXi predicts a brand experience’s efficacy and potential ROI using a mix of AI and benchmarking calculations, and can also suggest concept revisions to improve end results. Input variables include attendee numbers, budget, paid media investment, influencer attendance and campaign type. Results are presented as an overall ROI score alongside a breakdown of potential reach. The tool was trained on We Are Collider’s own case study data and behavioural science research, and uses a Retrieval-Augmented Generation technique to gather industry benchmarks for similar campaigns.
Sorgiovanni said: “In experiential, integrated tools to provide the hard data to support and predict ROI are in short supply. ROXi changes this. So much so that it will give us and our clients a serious competitive edge.”
We Are Collider’s clients include Amazon Games, John Lewis and Red Bull. In June 2026 the agency became part of The Strata Group, joining forces with Strata, Wonderland, On, Sherbet, Trinity and Element.