Hotwire launches AI-powered Spark tool & global AI Lab

Hotwire Global has launched Hotwire Spark, a new AI-powered platform developed to help brands optimise their presence in emerging AI search environments. The announcement also marks the creation of Hotwire's global AI Innovation Lab, intended to accelerate AI-led solutions in communications and marketing.

Hotwire Spark is designed to reflect the growing importance of AI search tools such as OpenAI's ChatGPT, Google's Gemini and Microsoft's Copilot in how people discover brands, products, and information. The consultancy describes the product as a step-change in how marketers and PR professionals can monitor their brand presence in these evolving digital spaces.

"While 20 years ago, Google redefined what access to information meant, AI search is now a central force in online discovery and is changing everything we have been used to in recent years," said Edson Porto, Senior Account Director and AI Champion for Hotwire Australia.

Unlike traditional search monitoring tools that track keywords, backlinks, and page rankings, Spark employs semantic search and contextual analysis. This enables it to better simulate how large language models (LLMs) such as ChatGPT and Gemini generate answers for users — taking into account factors like the user's query, their profile, and source attribution in real time.

"For PR and marketing professionals, Spark provides unprecedented visibility into AI search, enabling teams to identify gaps and opportunities in AI-generated answers," Porto said.

The platform also distinguishes itself by offering visibility into specific LLMs, allowing clients to monitor how their brand performs across different AI tools. Hotwire Spark combines its proprietary technology with expert consultancy to ensure insights are actionable.

Melissa Cullen, Managing Director at Hotwire Australia, said the launch of Spark is part of a wider strategy to strengthen the consultancy's AI capabilities.

"The evolution of our AI Lab to provide expert counsel worldwide and the launch of Hotwire Spark is a critical step in our commitment to embracing emerging technology to drive smarter, faster outcomes for our clients," said Cullen.

According to Cullen, the global AI Lab is structured to support clients through dedicated leads across international markets, combining proprietary technology with local expertise.

"With proprietary tools like Spark and dedicated leads across markets, the AI Lab allows us to provide an extended level of consultancy, moving faster to develop tailored AI-powered solutions that help clients run more efficient communication and marketing campaigns at scale," she said.

Hotwire Spark has been developed as a response to what the company views as a fundamental transformation in online search. As users increasingly turn to AI platforms instead of traditional search engines, companies are facing new challenges in ensuring their content is visible and accurately represented.

By focusing on the way AI platforms interpret and respond to queries, Spark is positioned to offer more meaningful insights into digital visibility. Hotwire says the tool provides businesses with a clearer understanding of how their brands are surfaced in AI responses and how they can adapt strategies to improve performance in these fast-evolving digital spaces.

The launch of Spark and the AI Innovation Lab underscores Hotwire's intent to remain at the forefront of technological change in communications. With more than 400 staff across 11 countries, Hotwire Global has positioned itself as a consultancy that blends global experience with local insight to meet the needs of technology-driven businesses.

The company's move into AI-driven tools and services reflects a broader trend across the communications industry, as firms race to adapt to the disruptive potential of generative AI. Through Spark, Hotwire aims to offer brands the tools and expertise they need to stay relevant in an increasingly AI-dominated search landscape.