In the world of experiential design, where creating memorable and immersive experiences is paramount, the integration of artificial intelligence (AI) opens up new avenues for creativity and engagement. Experiential designers now have the power to leverage AI capabilities to enhance their projects, delivering even more personalised and captivating experiences for their audiences.

In this article, the team at Imagineerium explores five ways AI can be integrated into the design process to take the audience journey to a whole new level.

1/ Get Personal

One of the most significant advantages of using AI in experiential design is its ability to analyse vast amounts of data to help personalise the guest experience.

AI algorithms can gather user preferences, behaviour patterns and audience demographics in real-time, allowing you to tailor experiences to suit individual preferences. For example, AI sensors can track guest movements and interactions helping to discern individual preferences which can adjust various elements of the guest experience to suit the individual. This could be useful when distinguishing between different groups, such as families with young children or couples, as the experience might play out differently depending on the age groups of those involved.

A great example of this is the work by HYPERSYN, an award winning British company pioneering the phrase ‘phygital technology’. HYPERSYN is bringing new SmartV solutions to a variety of industries including retail. Its interactive window displays and holographic life-size avatars are coded to track movement and collect data based on who is walking past the storefront at any given time. The display or avatar then changes depending on the type of audience that is viewing the hologram.

Used in an experiential design setting, this could create truly immersive and personalised experiences for audiences, helping them feel even more connected to the narrative.

2/ User Interaction

‘Interactivity’ incorporated into live experiences is on the rise. Using AI powered technology, you can now create more responsive and interactive environments. AI algorithms are able to analyse user inputs, gestures and expressions, enabling the experience to evolve in real-time based on the audience’s reactions. This gives guests the opportunity to feel more in control, which all helps to foster a deeper sense of immersion.

We loved Meta’s brand activation at Cannes Lion Festival 2023 – they created a giant “message in a bottle” sculpture that was set up on the harbour. Attendees were met with a visualisation of messages of encouragement, creative catchphrases and inspiring ideas centred on Cannes Lions. They could add their own anonymous messages that appeared as a new chat bubble on the screen. As the messages “floated” to the top, they turned into soap bubbles that floated out of the bottle, capturing attention across the beach.

This is a perfect example of how interactivity can involve the audience and make them feel a part of the experience.

3/ Stay Ahead of the Curve

With AI’s ability to analyse large data sets, it also has the ability to forecast trends and market insights. This could be particularly useful to help stay ahead of the curve and get involved in certain trends before they rise to considerable popularity.

A good example of this is the work of Turkish-American artist, Refik Anadol. Refik is pioneering the use of AI within art, using it to create beautiful digital installations from different data sets. His work is primarily built around using machine learning, feeding data into a computer to create emotive and transcendental works of art. We’re sure he won’t be the last artist to use this method of creation and we predict an influx of digital art that will soon take over art galleries before we know it.

If you’d like to experience Refik’s artwork first-hand, he is hosting an exhibition in London open now until 7th April 2024.

Check out his work here: Unsupervised — Machine Hallucinations — MoMA – Refik Anadol 

4/ Real-Time Feedback

AI-powered tools like ZiflowAI and Adobe Sensei offer invaluable real-time feedback and analysis throughout the design and implementation phases. This dynamic support not only facilitates improvements, but also uncovers opportunities to enhance the overall success of the experience.

Chatbots for example, provide real-time answers ensuring attendees spend less time searching for information and more time engaging with the experience. These can help to provide invaluable insights into their preferences, pain points and levels of engagement. By leveraging this data, you can gain actionable insights that shed light on areas for improvement in future projects and extract invaluable learnings from each experience.

5/ AI-Driven Audio

AI can now offer an even deeper sound experience at events with personalised and interactive audio. AI-driven audio can analyse attendee preferences, behaviour and demographics to deliver personalised content tailored to suit individual interests and preferences. This could include custom playlists, curated music selections or targeted audio advertisements based on user profiles.

A good example of this is Spotify, the leading music app has been using AI to create personalised music experiences for its users. Spotify uses AI to analyse user behaviour, preferences, and context, and delivers customised playlists, recommendations, and features that suit each user’s taste and mood.

One of the most popular examples of Spotify’s AI personalisation is its Discover Weekly playlists, a playlight that is updated every Monday with 30 songs that Spotify thinks the user will like.

Alternatively, AI-driven interactive audio experiences, such as immersive sound installations, augmented reality (AR) audio experiences, or interactive audio games, can engage attendees and create memorable and unique event experiences that help to foster a deeper connection with the audience.

In summary, the combination of using AI within experiential design is leading us into a whole new world of possibilities. By harnessing AI capabilities, we can elevate experiences to new heights, creating experiences that are not only immersive and engaging but also deeply personalised and responsive to the needs and preferences of the audience.

From real-time feedback and analysis to dynamic content personalisation, AI empowers us to push the boundaries of creativity and innovation, to deliver unforgettable experiences that leave a lasting impact.

About Imagineerium

A multi award winning experiential agency creating daring and immersive brand experiences that captivate audiences and drive ROI.