WINTER APRIL | COVER | FEATURE
Nike Air Max Day via an end-of-event survey , now what we ’ re trying to do is integrate data capture moments within an experience . So , it could be a pop-up question that comes up on a mobile device , motion sensing technology looking at people ’ s facial expressions or monitoring crowd movement through an environment to understand where pinch points are . That use of data is really helping us all , hopefully , optimise experiences to make them better for audiences and get a real sense of whether we are delivering what we want it to .”
Brad Harris , senior creative director at global creative communications group DRPG has spent more than 16 years shaping events and experiential activations including the award-winning BT Consumer Live ; an experience-led , immersive exhibition .
He says making personalisation ethical is key to securing buy-in from attendees : “ It is all about being upfront and speaking in the language of a human being , not a data scientist , to let people know what information we are using and that we ’ re going to get rid it at the end of the use case for it .
Brad Harris
“ AI is an incredible tool , one of the coolest things I ’ ve seen so far is a personalised assistant that knows you by name , knows your quirks , and what you will want to know at a particular time . You ’ ll be able to walk up to screens at the event , and cameras will capture who you are and deliver personalised information .”
Ed Hallam is creative director at Amplify , which has worked on impactful and immersive activations for global brands including Lego , Nike , Netflix and PlayStation , to name but a few . As head of innovation at the agency , Hallam is currently focusing heavily on AI , and how audience behaviour can become an integral aspect of an activation and / or performance .
Ed Hallam
“ We are exploring how to use AI to create brand worlds , there is an infinite number of ways for brands to come to life through machine learning . We are looking at the way in which we can make the physical and digital worlds bleed closer together , and we have been running innovation sprints and building our own prototypes to explore what the future of these things could be .”
Among the many interesting areas Hallam and his team are investigating is the co-creation of music using AI in a live event environment .
“ What I ’ m finding interesting is the way that we can use AI to allow for mass audience participation in a brand or an artist ’ s story ,” he says .
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