At South by Southwest (SXSW) in London, the buzz centered on a teaser ad from OpenAI’s Sam Altman and Jony Ive, the genius behind Apple’s iconic products. In a YouTube video shot in a cozy coffee shop, Altman laid out the limitations of interacting with ChatGPT. “You have to open a laptop, launch a browser, explain your question, hit enter, and then wait for a response,” he said, suggesting this isn’t good enough for AI.
Then there’s the recent $6.4 billion acquisition of Loveform, co-founded by Ive, to ramp up AI tech development. “We’re on the brink of a generation of tech that helps us become better,” said Ive, hinting at something big ahead.
Megan Wastell from Merlin Entertainment joined the SXSW panel, observing how improved hardware and user interfaces could create a smoother storytelling experience. She expressed excitement about what Ive and Altman are cooking up, clarifying that it’s not about headsets. “Imagine a user experience where interfaces fade into the background,” she urged.
In her view, headsets can still play a role, especially in corporate meetings. They could offer a 3D glimpse of new theme park attractions, making early ideas more tangible. “With advanced tech, we can create high-fidelity previews,” she explained. This can help avoid confusion later in the development.
Merlin’s upcoming partnership with Mojang Studios aims to bring Minecraft experiences into real life through interactive attractions. But Wastell highlighted real challenges with VR headsets, like their weight and the need for constant cleaning. “We need to clean them quickly between users, which is a hurdle,” she noted. Her dream? Holograms at the edge of an attraction, creating a shared spectacle.
The panel wasn’t just about tech; it covered shared experiences in an increasingly digital world. Philip Watson from Time Warner recalled the Gorillaz’s mind-blowing 2022 shows in Times Square and Piccadilly Circus. “Seeing them perform live as if they’re right there is incredible,” he remarked.
Watson pointed out that while digital content often feels personal through devices, there’s a craving for shared experiences. “Music is meant to be enjoyed together,” he said, noting how headsets can isolate us. Yet, he also recognizes the power of online tech in connecting people globally. He’s hopeful that soon, we’ll see a rise in shared experiences in large venues.