We have been working on AI solutions since 2009
Sixteen years ago, we developed a POS system for Vodafone that was capable of determining age and gender based on facial recognition, and tailoring messages accordingly. In the very same year, we created in-store installations with Unilever that responded to behaviour with vouchers. Of course, at that time the possibilities were still limited, and these were seen more as a bit of fun than as reliable targeting tools. Back then, we used to say time and again that this was the future; everyone was talking about how smart systems would make our lives easier. By now, however, it’s clear: the future has arrived; AI has become our present.
Not a competitor, not a panacea, but an essential tool
For us, artificial intelligence is not a separate spectacle, but an integral part of our day-to-day operations. Many people think that AI is synonymous with ChatGPT. Yet it is far more than that. It is present in almost every area of our work; for example, we use it in creative tasks, project management, research and development.
Whilst it is important to be aware of its risks, drawbacks and potential for misuse, the effective use of AI offers tangible benefits for everyone and, therefore, for every business. What are these benefits? For example, faster turnaround times can be expected, meaning higher-quality output can be produced within the same time and budget constraints, or work can be carried out within a more efficient team structure and a smoother workflow. That is why I think the hype surrounding the topic may not be great enough today, or perhaps we are not talking about it in the right way, because, as a society, we are reacting to the presence of AI much more slowly than we should: many people are wary of it, or simply haven’t thought through how it affects their lives and so ignore it. Yet everyone should be experimenting with it, otherwise they’ll be left behind – as if they weren’t using a computer or the internet.
Progressive LAB, where anyone can experiment
That’s why we have the LAB. Technological curiosity is evident not only in our management’s mindset but also at an organisational level. We run a dedicated innovation workshop called Progressive LAB, where anyone can try out new technologies, tools and ideas. Within the LAB, for example, we develop interactive exhibition or event elements, but we also use it to achieve flawless automation of our tedious processes.
The tool might be AI, or indeed any other innovation that helps make our work more efficient and exciting. The strength of the LAB lies precisely in the fact that everyone – both within and outside the organisation – can find their own opportunities for innovation there.
Alíz Allee
I believe it’s important to talk about AI in a way that goes beyond clickbait headlines, which is why I’m very proud of the Allee Shopping Centre’s spring campaign. One element of the campaign was a creative demonstration that what we once considered the technology of the future is now a reality. It’s time to have a serious conversation about it. At the start of the year – ahead of the hype – we created a fully artificially generated virtual influencer at LAB, whom we named Alíz Allee. Alíz is a fictional character who posts videos, makes recommendations, chats and even walks her dog – all on the shopping centre’s own channels. Our aim with her, too, was to show that our lives today really are like something out of a sci-fi film; we cannot turn a blind eye to these revolutionary changes. In addition, we continue to work with human influencers.
AI (too) only works well when used responsibly
We’re not naive when it comes to technology. We know that artificial intelligence raises serious ethical questions that cannot be taken lightly. At the same time, we believe that if we keep the topic in the public eye and as many people as possible gain experience with it, the more likely it is that fears surrounding it will dissipate and the outcome will be positive.
What you’ve just read was the second instalment in our series of articles. Our aim is to show what it means to be ‘Progressive’ today – both professionally and personally. And if a client, a colleague, or even a junior project manager says, “Finally, a place where they understand that it’s not just the deadline that matters,” then it will have been worth launching this series.
Follow the series! The next instalment is coming soon – it’ll be worth checking back!