16 Nov 2023

Crafting Tomorrow: Sami Tauber's Vision for the Immersive Future

In a world teetering on the precipice of a technological revolution, the immersive, experiential, and gamified realms beckon as the vanguards of our future.  

Through the visionary lens of Sami Tauber, the trailblazing Australian musician and creative force behind VNCCII, IFA navigates these uncharted territories. 

Immersive technology, once a mere concept, now is the crucible for innovation, inclusivity, and creativity. It transcends the boundaries of conventional interaction, becoming the canvas upon which collective imagination paints the future.  

At its core, immersive technology transforms the way we engage with the digital realm. It goes beyond traditional interfaces, engrossing users in experiences that feel tangible and real — think virtual and augmented reality. 

Sami Tauber, through her Super Sentient Superheroine avatar, VNCCII, unveils a world where these cutting-edge technologies intertwine seamlessly with human experience.  

Immersive technology's exponential impact 

“The future is experiential and involves co-creation, not passive experiences,” Tauber asserts, and this is why “brands and businesses must prepare for the upcoming wave of immersive, gamified, and experiential media experiences.” 

To stay ahead, understanding younger generations, particularly Gen Z and Generation Alpha, becomes imperative. Generation Alpha is, in fact, “our true guide to the future”, actively invested in world-building. 

Tauber envisions a future shaped actively by digital natives, where brands must align strategies with a demographic that values virtual assets and craves immersive, gamified encounters. 

The fusion of physical and digital realms, catalysed by AI and smart information, will modify our sense of agency and space, as “we switch from passive consumers to conscious co-creators.” 

Tauber paints a vivid picture of a world where our relationship with AI seamlessly integrates into everyday life, sparking a paradigm shift in how we socialize and relate to one another. 

Harmony in human and AI creativity 

Despite widespread concerns about technology replacing human creativity, Tauber dismisses the fear of generative AI taking over. “I intrinsically believe that generative AI will not replace the primal need for human creativity” and envisions a future where AI positively augments human creativity — “productivity will rise when creative projects can move forward more quickly.” 

While acknowledging generative AI's efficiency catalyst, she stresses the importance of nurturing human imagination. According to Tauber, genuine emotional connections with audiences require authentic and genuine human creativity. 

“AI will never truly replace human creativity in terms of its quintessential essence. The beauty of organic creativity is that it is unpredictable and contextual, relating to the human experience of emotions and interconnectedness.” 

AI's rise: A catalyst for diversity and inclusion 

When discussing an immersive future, emerging technology and AI in particular, it is crucial to address the bias they bring and their impact on diversity and inclusion. 

Tauber underscores the need to champion diversity and inclusion in AI, recognizing that “AI systems are only as good as the data it is trained on”.   

In her vision, AI becomes a tool driving accessibility, with its customizable nature catering to diverse experiences and recommendations. “Ethical AI can remove bias from the equation, generate positive recommendations, proactively mitigate bias, and encourage leaders and organisations to reflect on their societal beliefs,” she states.  

To prevent bias in emerging technologies, businesses can take various steps. From building controls to hiring diverse teams, Tauber emphasizes the need for ethical guidelines, model testing, and transparent data collection. She envisions a shift from reactive to proactive approaches, with third-party audits ensuring transparency.  

Additionally, Tauber claims that accountability must be a shared responsibility, fostering trust between businesses and consumers for a more inclusive technological future. 

“Taking these steps to prevent bias will build a stronger foundation of trust between the business and consumer, boosting the overall quality of products that cater to a more inclusive technological future,” she concludes.