Sysco Productions, the creative technologists behind immersive experiences like Battersea Power Station Lift 109, Formula 1 Touring Exhibition, and the international Harry Potter Exhibition, have made public the results of a unique Creative R&D experiment. It has evaluated the impact of generative AI technologies on the ability of artists and producers to produce immersive digital experiences in collaboration with Outernet, Goldsmiths, University of London, and University College London.
Using a variety of generative AI platforms and Sysco’s specialised Audio Visual Simulation Technology, which created an exact digital twin of Outernet’s Now Trending space, students and alumni from the Computational Arts masters programme at Goldsmiths College and the Digital Media masters programme at University College London had one week to produce short digital immersive experiences.
Seven new pieces were produced as a result of generative AI and Sysco’s simulation technology. September 5, at Outernet, these works will be on display and open to the public in the Now Trending area between 12 and 1 pm. Sysco will also host a panel discussion looking at the output and learning points of the experiment.
Chris Michaels, director of Chris Michaels Digital Advisory and former director of digital, communications, and technology at The National Gallery in London, served as executive producer for the project.
He talks to blooloop about the project and the implications of AI for the creative process and immersive experiences here.
Chris MichaelsAnyone who pretends they know exactly where this is all going is a liar. But historically whenever there’s a massive shift in technology, its impacts are always different from what we think.
The emergence of generative AI and its impact on immersive experiences
Sam Woodhouse, business development director at Sysco says: “We’re witnessing an inflection point in many industries with the emergence of Generative AI. This experiment tested how AI might change the creation of immersive experiences.
“With Sysco’s long history of harnessing the power of technology to enable engaging spatial storytelling, this felt like something we absolutely had to explore. We’ve seen a huge insight into the future of creativity in this project, unpicking many new ways in which artists and creators can integrate AI into their ways of working.
“I’ve been blown away by the creativity of the artists we have worked with and how they have augmented their very human artistic processes with the use of generative AI in such a short space of time. We can’t wait to show their work in the wonderful Now Trending immersive space at Outernet.”
Alexandra Payne, head of creative at Outernet London adds: “Outernet is one of the world’s most advanced platforms for storytelling, combining traditional media and emerging technology, allowing our artists, brands and partners to execute their creative vision on a scale like never before.
“We’re passionate about creating immersive digital experiences and are proud to partner with Sysco, UCL and Goldsmiths University to provide our innovative platform to this next generation of creatives.”
Dr Bruno de Paula, programme leader, MA Digital Media: Production Department of
Culture, Communication & Media IOE, UCL’s Faculty of Education and Society, says:
“The MA Digital Media: Production course at UCL operates in a specific space which combines creative practices and critical perspectives on digital media. We are deeply interested in the futures of media production, and taking part in this project is an excellent opportunity to foresee what the future of labour and creative practices in immersive experiences could be.
“We are looking forward to witness how our students will leverage the potential of Sysco’s simulator and the support of experts to unleash their creative potential in immersive storytelling, contributing to future developments in this field.”
