Amir Maddah is a senior interior designer at FORREC. a Toronto-based experience design company working on projects around the world. With a background in architecture and the film industry, he brings a multidisciplinary perspective to storytelling and experience design, which has strengthened his focus on how design can shape emotion and connection along the guest journey. With the rise of AI, he has been exploring how it can enhance the guest journey in real, practical ways, beyond prediction and imagination.