This year’s London Fashion Week was a rousing showcase of the future of fashion in the digital age. Hadean had a front-row seat, partnering with THIS IS ICON to bring an AI-powered virtual experience to guests of ICON’s celebrity charity gala. The result was the curation of an unforgettable experience, blending fashion and technology, for the hundreds of industry figures in attendance.
Meet Ada: AI Virtual Assistant and Master of Ceremonies
Brought to life using Epic Games’ MetaHuman plug-in for Unreal Engine, and incorporating text-to-speech AI technology and custom animations, Ada delivered a lifelike and engaging presence to the main hall throughout the event.
Ada served as Master of Ceremonies, guiding guests through the evening’s proceedings including runway shows and musical acts. Attendees also had the opportunity to interact with Ada in real-time, right from their smartphones. They posed questions about the event, inquired about designers’ collections from Malan Breton, Kingfisher Couture, and residents of Professor Jimmy Choo’s JCA, and received instant fashion insights and recommendations around London Fashion Week. Following the live event, Hadean made their virtual AI host open to all for the duration of London Fashion Week, enabling curious fashion enthusiasts to chat directly with Ada no matter where they were located in the world.
A Vision for the Future
Technology is more than just a tool for solving sustainability and operational efficiency issues in the fashion industry. At Hadean, we are utilising it to empower brands to create deeper connections with consumers.
Integrating immersive technology and conversational AI-led elevates and heightens every touchpoint of user-facing branded experiences. By creating Ada, Hadean turned passive viewing into an immersive, interactive experience, one in which attendees could explore and learn more about collections on the runway while marvelling at them in real time.
What’s more, by integrating large language models into this experience, Hadean was able to train and curate a digital experience for a personalised interaction for every consumer, adding another rich layer to this fashion experience.
Helen Georgio, Founder of THIS IS ICON, emphasises the significance of this partnership, saying, “We were thrilled to partner with Hadean for THIS IS ICON 2023 and put on a spectacular show for our guests to raise even more money for Prost8 UK. New technologies such as AI provide another powerful medium for fashion designers not only to create but to connect with fans and fashion enthusiasts around the world.”
Continuous, self-generated entertainment
In an increasingly crowded market, brands can leverage large language models and virtual environments to their competitive advantage, utilising these tools as a means of continuous and engaging content generation. Brand experiences become playgrounds for consumers to build worlds and experience a seamless transition from physical to virtual experiences.
Ada symbolised this limitless potential as she took the stage at THIS IS ICON 2023. The era of virtual technology and AI is no longer on the horizon; it’s here, and it’s revolutionising the way we experience fashion.