The Spurs built a creative way to really give fans the full NBA experience. Spurs AI Studio is a new platform built to help brands and fans co‑create personalized, AI-driven moments. The team's first activation — Ultra Arrivals with @michelobultra — lets fans snap a selfie, customize their fit and add music to create their ideal tunnel moment. It soft-launched during a SXSW presentation last month, attracting a word-of-mouth 80 users from four countries but with an average dwell time of 10 minutes and video views over 1,000.