Shaquille O’Neal recently shared how spotting a Carvana car vending machine years ago inspired the creation of “Shaqbot,” an AI assistant that brings his humor, values, and personality directly into the car-buying process.
In 2016, O’Neal came across a towering glass structure filled with cars while driving, and it immediately captured his imagination. “I wasn’t thinking about endorsements or business deals,” he recalls. “I just thought, ‘I want one of these at home.’ So I started researching how to make it happen.”
Almost a decade later, that spark of curiosity has evolved into a first-of-its-kind partnership. Shaqbot allows customers to interact with an AI trained in O’Neal’s actual voice, featuring curated car selections that reflect his preferences. This goes beyond traditional celebrity endorsements, blending technology, personality, and authenticity into the user experience.
From fascination to partnership
O’Neal’s interest grew organically. Another vending machine caught his eye years later, and his curiosity deepened after witnessing a friend’s Carvana purchase firsthand. The seamless delivery converted initial skepticism into admiration. “It was beautiful,” he says.
The collaboration with Carvana co-founder Ryan Keeton was built on a foundation of personal connection. O’Neal explains, “Before I do business, we hang out. I check character, not just skill or strategy.” Observing Keeton with his child confirmed shared values of integrity and generosity, which O’Neal considers more important than profit.
This relationship-first approach has guided O’Neal throughout his business ventures, from early investments in tech to restaurants and entertainment projects.
Embedding authenticity into technology
The result of this alignment is Shaqbot, an AI assistant that’s far more than a marketing gimmick. “We didn’t want it to be shallow,” Keeton says. Instead, the AI captures O’Neal’s humor, timing, and personality. Testing the system, O’Neal used playful questions, and the bot responded with his trademark wit, proving the technology felt genuine rather than scripted.
Generosity in action
One of the partnership’s most meaningful moments involved helping a young athlete who lacked transportation. Instead of a simple donation, O’Neal asked Keeton if Carvana would contribute, and the swift affirmative response reinforced their shared values. The pair plan to personally select recipients for car giveaways, focusing on people who genuinely need support, such as long-time school employees reliant on public transit.
A new model for celebrity partnerships
Shaqbot represents a shift in how celebrity collaborations can work. O’Neal’s personality now influences product recommendations, customer interactions, and the overall experience, rather than just appearing in ads. For O’Neal, the focus is on simplifying a complex process while remaining authentic.
“This is about ease, comfort, and being real,” he says. In an industry often criticized for opacity and gimmicks, this approach stands out. What began as a moment of fascination with a unique car vending machine has grown into a pioneering partnership where humor, heart, and human values drive innovation.
Whether other brands can replicate this model remains uncertain, but for O’Neal and Keeton, the success demonstrates that authenticity and character alignment remain powerful tools—even in an era dominated by AI.
