Created for the 2019 BAFTAs, Shudu comes as a part of the brand's campaign to advertise its 5G networks. The holographic AI-powered supermodel will capture the outfits of A-List celebrities using a Google Pixel 3, then use the image to search thousands of affordable alternatives. Viewers can interact with Shudu through a chatbot. "Our award-winning network has always let you do more of what you love in more places," says Peter Jeavons, director of brand marketing at EE. "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 red carpet."

EE'S 'AI supermodel' lets people shop BAFTA red carpetEE

People want streamlined experiences with shopping. AI/AR tech is certainly creating more visceral experiences, especially when the user isn't in a physical store. The Shudu activation demonstrates how such tech can really streamline the retail experience, too. This matters, as 50% of people are unaware that they’ve interacted with an AI before. What's more, Shudu is familiarising the 73% of shoppers who use multi-channel methods to make purchases, while showing off the power of EE's technological capabilities. Similarly, Brooks Brothers are using AI to revitalise its 200-year-old brand, by not only offering shoppers a more seamless experience but staff running the business, too.

Abi Buller is an editorial assistant at Canvas8, the leading behavioural insights practice. Abi is a London-based graduate from London College of Fashion (UAL). With a background in creative direction for fashion, her research and creative projects focus on experiential retail, new technologies and trend forecasting.