From LED Walls to Talking Bunnies: Real-Time Tech Goes Live!

In Conversation with Allan Rankin, Managing Director of Target3D

Personalised, reactive content is popping up everywhere — from retail to exhibitions. Are we talking AI or is this more about real-time tech and responsive environments shaping the audience experience?

To be honest...I’m not convinced I can clearly differentiate between AI-driven environments and other types of digital environments.

You mean more like responsive, real-time digital?

Real-time rendered content that adapts based on the user being present in a space -  now that’s where it gets interesting. For example, things like age recognition via webcam, which allows content to shift based on demographic data - that’s definitely going to become more mainstream. You walk into a space as a middle-aged man, and you might see content that aligns with that demographic. A school-aged kid would see something entirely different.

I’d say what’s more realistic in the short term is the idea of personalised content becoming the norm.

I just think we’ll see a massive shift towards personalised experiences. Imagine this: I like coffee, I wear a particular clothing brand, I’ve collected loyalty points at my supermarket, and I regularly visit a certain place. All that data could lead to a personalised reward - like a free coffee, sponsored by a brand, because I’ve made certain purchases.

People get scared by this idea, understandably. But if I’m going to get something relevant and free out of it, I might welcome it. Take a large family planning a trip - if you’ve bought 20 coffees in the past month and now you’re offered two free theme park tickets because you went last year and just had twins - that’s a compelling, data-informed proposition.

Again, not necessarily AI in the technical sense - more about big data being used to create surprise value.

And by extension, content and experiences that align with your habits and interests. If you’re into golf, you’ll see something relevant. If you’re not into water polo, you won’t be bombarded with it.

If you're a creative institution wanting to make your work more interactive, it can feel overwhelming. Where do you start? Especially when you’re trying to align this with a budget and curriculum.

It’s all outcome-driven. If you want more students, more visitors, more engagement, you have to begin by identifying the result you’re trying to achieve.

Once you know that, the tech and creative direction should align with your identity as an organisation. What I’d always suggest is: just speak to a consultant. Pick up the phone. Tell someone what you're trying to do - whether it’s driving more footfall or launching a digital experience - and they'll help you figure out the right tech and approach for your needs.

What’s an example of that approach working well in the public realm?

We recently did a project with Sunderland City Council. They’d installed a massive LED screen in Keel Square - it was going to be a hub for events like the Women’s World Cup, the Festival of Light + others..

They wanted it to become a place people associated with fun, interactive experiences. So we worked with them to deliver a virtual avatar experience - themed around the time of year. In this case, it was an Easter Bunny that kids could have a real-time two-way conversation with.

We drove the avatars remotely from London, used motion capture, live performers, a virtual environment - all in real time. It turned a passive screen into a reactive, interactive moment.

And all it took to get going was a phone call. They said: “We’ve got this screen and we want to make it meaningful.” We helped them build something that felt alive, cultural and memorable.

And for that sort of project - public, interactive, open - are there any go-to technologies you typically use?

In Sunderland City Council’s case they already had the digital out-of-home LED wall. We added a camera onsite so we could see and respond to what the public were doing. In-studio, we used a motion capture system, a live performer, and pre-built virtual assets - environments and avatars.

It’s a lot of moving parts, but also something that’s very achievable for other organisations, or to be used in brand partnerships.

What's Target3D's role in enabling these sorts of interactions, especially where storytelling and emotional connection are key?

At Target3D, we help people make sense of what’s possible. We don’t just talk about the tech - we give them a place to try it. We’ve got a kind of ‘sandbox’ studio where people can see how different tools and workflows behave.

It’s about validation. Some ideas get ruled out, but others evolve. Often, the most valuable part is that spark - when someone tries something and gets an idea they hadn’t thought of before.

The big opportunity is helping brands and organisations be bold - to offer memorable, experience-led interactions. These aren’t just adverts you scroll past. They’re things people remember - that memory builds brand association and emotional recall.

The more brands use these technologies creatively, the more exciting, contemporary and relevant they feel. It’s not just about the tech -  it’s about giving people something worth remembering.

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Speak to our sales team at sales@target3d.co.uk or call us on (+44) 0203 488 2575 to explore how we can help make your live experience possible.