The Star Wars brand is often associated with George Lucas, but R2-D2, the iconic stubby astromech droid, holds enduring appeal 38 years after it was built, kudos to Tony Dyson.
We asked the bubbly robotics guru whether it's marketing magic or something else that has maintained Artoo's popularity, and also got his take on the advertising impact of AI-enhanced machines, the future of selling, the fear of humanoids and — of course — BB-8, the adorable new droid in the latest installment in the saga, Star Wars: The Force Awakens.
(Editor's note: Special thanks to Noel McAvennie and Mark Stockill for helping with interview arrangements in Finland's Helsinki when Dyson spoke at the Nordic Digital Business Summit.)
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