Marketing AI Institute

"The Cognitive Human Enterprise: When AI, the Metaverse, and Humanity Collide—Laura Splan and the VR Experience" By Cathy McPhillips
October 6, 2022
Marketing AI Institute

The EY team and Laura Splan came across a joint frustration about virtual reality: When you go into a physical room, you’re a biological, physical entity. When you put on a VR headset, your experience starts, and you're fully immersed from step one. Laura believes our experiences should start the moment we step into the actual space. This idea—how could the experience be more meaningful if it started immediately when entering a VR space—led the EY team to create the concept of “a residue.” This residue is an idea that you when you go into a virtual environment and something is imprinted on you within that environment, that it lasts with you in the physical world and builds a bridge between these two environments and experiences. Ultimately, it’s the idea of putting humans at the center, not just transporting users to a fantastical, virtual place. Because the EY team has worked deeply with artists who are asking these hard questions and thinking about this technology/human intersection, the team is able to build technologies and solutions that tap into this way of thinking.

Cathy McPhillips
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