Text with M3GAN and clock in at the Severance office — immersive experiences are changing how we watch

The internet’s favourite killer AI doll is back, and this time, movie audiences can slide into M3GAN’s DMs via chatbot technology. These and other interactive experiences that let viewers step into fictional worlds, like Lumon Industries from AppleTV's Severance, are immersive marketing strategies experts say can help build engagement among fans who crave authenticity.