In this episode of AW360 Live, we’re joined by Omer Waysman, Vice President of Marketing for Business-to-Consumer Products at Michelin North America, to explore how one of the world’s most iconic legacy brands is driving full speed into the digital era. Omer shares how Michelin is turning a traditionally low-interest, high-necessity purchase into an engaging, tech-driven experience—using tools like immersive web games, AI-powered chatbots, and motorsport innovation to educate and excite consumers. From the challenge of bridging the physical and digital worlds to sustaining long-term brand trust in a commoditized category, Omer explains how Michelin’s customer-first mindset and century-long commitment to innovation are keeping the brand miles ahead of the competition.