• by Steve Ellwanger , May 10, 2023

Plant-based protein shake Evolve is tapping into the all-things-AI craze—except it’s less about technology than it is motivation.

Starting today, exercise equipment brand Peloton’s head instructor, Robin Arzón, is providing “activity inspiration” via a modern take on the traditional hotline that Evolve calls an AI Hypeline.

Participants gain access by direct-messaging “AI” to @DrinkEvolve and then answer a series of personalized questions.

In return, they receive motivational video content from Arzón—an ultramarathon runner and author of “Shut Up and Run”—along with activity suggestions to help them reach their wellness goals and 25% off Evolve’s newly reformulated shakes.

In content debuting on @DrinkEvolve, designer and graphic artist Jennet Liaw helps Arzón step out of her own comfort zone as she tries her hand at a new kind of exercise—the art of slowing down and working her creative muscle through painting.

It’s part of the #ShakeItUp Challenge between now and June 30, as Arzón explains in this Instagram post.

Prizes include Evolve shakes, a National Park pass and a pickleball set.

“Given her natural ability to motivate others while constantly evolving herself, Robin is helping us celebrate the next chapter of Evolve as we roll out even tastier protein shakes,” Marissa Pines, senior marketing director at Evolve parent Gatorade Protein,” said in a news release.