“Immersive” has been the defining description of post-lockdown experiential entertainment. But what do we really mean by “immersive” and what is this generational change in audience expectation that creative teams are trying to meet? 

An exploration of some of the key tenets of immersion, the technologies that are driving them and how to make sure the tech ‘tail’ doesn’t wag the experience ‘dog’. 

Covering: 

Fact: Generative AI is revolutionising virtual production, offering new levels of speed, flexibility, and creative possibility. 

Response: 

Master:  

Blurring of the lines between Gaming and the Film/TV industry 

Transcending traditional media limitations 

Imagine a world where the boundaries between TV, film, and gaming disappear and the fields cross pollinate, extending the life of your IP—where cutting-edge, real-time technology becomes your ultimate creative & IP development playground.  

For the past few years GenAI has been at the top of the hype-cycle with countless articles, tweets and meetings exploring the often mind-blowing, the sometimes disturbing and the rarely realistic ways in which GenAI will impact us, the work we do and how we do the work. 

Behind all this hype there has also been the green shoots of a creative explosion utilising the technology to create exceptional work. Some of the world’s top advertisers are already reaping the benefits of their early forays into this rapidly evolving space. 

Context:
As brands expand across markets and channels, the complexity of managing content at scale becomes a true operational challenge. 

Opportunity:
But what if content production wasn’t just a marketing or e-commerce topic – what if it were the digital backbone of your entire product lifecycle?

This session isn’t just about technology:  

• It’s about vision.  
• It’s about embracing innovation.  
• It’s about using the combination of AI and Spatial Computing to shape the future of compute, digital experience, and human connection.  

By weaving together, the physical and digital realms, brands have an opportunity to lead their industries into a new era of limitless potential.  

Covering: