One of the major barriers to the adoption of AI internally is trust. The ‘Decode’ event identity was created to a) create a clear value proposition for attendees by signaling that this is where AI will be demystified and b) to speak to the business value of AI, in ‘decoding’ a complex and accelerating world to maintain a competitive advantage. This sense of ‘simplifying complexity’ became a core influence on the Decode event identity, in which complex elements resolve themselves into clear, simple forms. This graphic language was further developed in the creation of five characters, each representing a different AI service or product. These characters ‘introduced’ each of the games and were created to humanize the technologies and make them more distinctive and memorable.

All of the games were infused with interactive technologies and that technology was different for each game. We utilised multitouch tables, interactive projection, AR scanners and more to dramatise the function and benefits of each of the AI capabilities. Each game had two modes: a ‘normal’ mode - the competitive phase of the game - in which teams rushed to complete a task that exemplified the challenging and labour-intensive work practices of the business today. The game then switches to a second, ‘AI enabled’ mode, in which a vastly simpler version of the game was played, highlighting the efficiencies and gains that can be made.

In the game below, participants had to navigate an interactive projection, decoding a pattern through trail and error to make it to the other side. In the AI-enabled mode, the path is already highlighted.

In the game below guests had to identify a selection of phrases from a chaotic jumble of words via the medium of an interactive touchscreen table. In the AI-enabled version of the game, the matching segments ‘float’ to the surface and highlight themselves.

And in this game, guests had to sort boxes into categories by cross-referencing their labels with a complex manifesto. This image shows the AI-enabled version of the game, in which AR scanners decode and sort the boxes automatically.

I was responsible for the strategic approach and creative concept, and co-developed the characters, experience journey and activation ideas with a creative partner. The entire project was completed in two months - from pitch to the live event - and was a rousing success: we were commissioned to create mobile versions of each of the games so that many more staff can benefit.