EE will trial its 5G network at the British Academy Film Awards (BAFTAs), which it sponsors, using hologram technology and AI to show off fashion.
BT’s EE says its Shudu character will appear on the red carpet via holographic technology. The “world’s first AI stylist” will capture A-listers’ outfits using the Google Pixel 3 and share the shots via an online chatbot.
Using AI, Shudu can detect and learn the differences between items of clothing based on cut, shape and fabric patterns. Using this, it recognises each star’s outfit and searches thousands of affordable alternatives, tailoring recommendations based on each fan’s preferences.
Pete Jeavons, Director of Brand Marketing at EE, said: “Our award-winning network has always let you do more of what you love in more places. This year we’ve gone further than ever to challenge what people might think is possible by using 5G and AI to bring digital supermodel Shudu to life on the BAFTA red carpet.”
Laura Whitmore Red Carpet Host at the EE BAFTAs, added: “It’s been an incredible year of film and the EE BAFTAs is always such a wonderful night having everyone together and celebrating so much talent. As film progresses so does the red carpet and this year, we have the world’s first digital supermodel Shudu brought to life by EE’s 5G technology. I love the fact that she will give everyone the opportunity to learn more about and even shop the looks of the stars on this year’s BAFTA red carpet right from the comfort of their sofas. I know everyone is going to be blown away by her. I’m looking forward to seeing all the glamour and chatting to all the nominees.”
Operators have been showing off a number of hologram technology use cases recently, enabled by 5G’s low latency. In September last year, Vodafone demonstrated a live holographic 5G call between its Manchester office and its headquarters in Newbury. The demo saw England and Manchester City women’s football captain, Steph Houghton, appear as a hologram on stage in Newbury to give tips and advice to a young football fan.