Role of Tech in Brand Experience | Today

Growing up, ‘Tomorrow’s World’ was a staple on the Drew household television. For those unfamiliar, it was a BBC series dedicated to science and technology. In 1995, when I was ten, a special episode aired, predicting what the world of technology would look like 30 years into the future. 

Aside from the crushing reminder that I’m soon to be 40, there’s something poetic about the fact that the year ‘Tomorrow’s World’ envisioned is the same year I’m writing this article – the first of a two-part series. In this first part, we will look at today’s technology in the events industry. The second part will provide more of a glimpse into what’s coming next. 

That 1995 episode predicted super-fast space shuttle travel, an internet takeover by corporate ‘supernets’ leading to riots and cyberattacks, and… holograms. 

Fast-forward to today, and we’re still waiting on 40-minute round-the-world trips. True volumetric holograms (à la ‘Help me, Obi-Wan Kenobi’) remain a distant dream. Thankfully, the ‘supernet’ concept never materialised, though cyberattacks and economy-wrecking viruses certainly have. 

So where are we now? More importantly, which emerging technologies can elevate live events? Let’s explore what’s been making waves in the past year. 

First up: Artificial Intelligence. (I know, I know; what a thrilling and inspiring opening topic – no one’s talking about AI, right?) 

Let’s face it, though, within the last year we’ve seen some pretty incredible advancements in what can be synthetically produced by a set of 1’s and 0’s. A wave of convincing computer-generated songs, videos and images have popped up, albeit heavily bolstered by some truly horrifying offerings, too. Large language models (LLMs) are getting more and more complex, with hardware rapidly evolving to match the ever-increasing requirements. Sure enough, the speed in which users can converse with, say, a virtual voice-chat assistant is finally reaching a point where natural conversation can almost take place. 

So, it should come as absolutely no surprise to you that every event tech establishment and their respective office dog, are scrambling to produce the ‘next big thing’ with AI. We’re seeing more and more virtual ‘hosts’ being deployed on exhibition stands – generally a mixture of game engine, 3D ‘human’ and connection to an LLM in some way. Suddenly, you have the ability to converse with a specialist of ALL your products and services, and do so in virtually any language.

Another exciting AI application is in creating generative visuals. Live camera feeds can transform guests into stylised artwork, or AI can insert their likeness into dynamic video content – with this, we’re literally putting the guest at the heart of a narrative. This shift from static, linear content to fully adaptive experiences is a game-changer. 

Right, we’ve got AI out the way. As a techy, I’m a huge fan of acronyms. So, let’s cover another one; AR.

The term AR (Augmented Reality) once conjured up an image of a user clumsily holding their mobile phone out in front of them in a bid to try and see a digital overlay of the ‘reality’, captured on their phone’s camera. If you’re a fan of Pokémon Go, you can probably scale that image up to thousands of people doing so, while hastily running around a park trying to find the elusive ‘Galarian Articuno’ (if you ARE a fan of Pokémon Go, full disclaimer: I had to Google that name; I have no idea what a Galarian Articuno is… Or how it differs from a non-Galarian Articuno, for that matter) 

ANYWAY. The point is, AR has come a long way. Wearable AR tech is finally reaching a point where it’s both functional and affordable. Early attempts at AR glasses were either too bulky, too pricey, or both. But recent models are changing the game. 

For the most part, the main use cases I’ve witnessed have largely been at a consumer level, with users unlocking the ability to virtually create a large screen in their living room to watch movies and play games. Some recent examples of AR glasses promise to allow users to leave the house, wearing their glasses, while staying fairly incognito, due to their understated design. In fact, I talk about one such pair in a recent video, filmed with my dear colleague, Matthew Jarman (Head of Digital and Content) 

Within the live event space, mass adoption of AR technology will stand to completely revolutionise the way that we market to guests, with us being afforded the opportunity to utilise the virtual space around them and create truly inspirational augmented experiences. I will be looking into how this new technological landscape will look the second part to this article, where I discuss (or rather, theorise) the future of the experiential industry. 

Let’s get onto the final piece of technology where I’ve witnessed great strides in its popularity. This may come as a surprise to you, it certainly surprised me – colour e-ink displays.  

I was recently at Integrated Systems Europe, a tech exhibition where companies showcase the latest and greatest in audiovisual and systems integration. Amongst the many stands, showing off a multitude of LED panels, speakers and show control systems, was an inordinate number of businesses presenting their latest colour e-ink technology.

I spoke with “Longshine Technologie”, a company selling a colour e-ink imagining of a classic photo, mounted in a large frame, and they provided a pretty impressive stat – the frame only needs charging once a year. It was a similar story at the Samsung stand, with colour e-ink being used in the place of traditional posters and, due to the fact that they’re battery-powered, they can be mounted practically anywhere, while still maintaining connectivity to a centralised content-management system. 

The benefits are clear – minimal power consumption, flexible placement, and superior visibility in bright sunlight. Given these strengths, it’s easy to see colour e-ink gaining traction in live events, retail, and even consumer tech. 

So, this concludes a few insights into some, hopefully, interesting technology developments I’ve spotted over the recent months. Whilst there are some predictable areas that the world is more focussed on, one thing we can always be sure of in the world of tech; there’s always a surprising advancement waiting around the corner. 

About Sam Drew

At 2Heads, Sam spearheads the application of cutting-edge technology for global brands, such as Merlin, Sega, Airbus, and Belden. He and his team support projects by featuring innovative storytelling, powered by the latest technology, prioritising unique experiences and impactful narratives.