Hologram AI concert experiences may look futuristic, with their computer-generated 3D illusions of dead artists performing on stage.
But new research, published in the International Journal of Contemporary Hospitality Management, shows their success depends on something very human: ethics, trust, and emotional connection.
Concertgoers care less about the novelty of the technology — a combination of 3D modeling, motion capture, projection — and more about whether the performance from their favorite legendary musicianfe els respectful.
The recent success of the ABBA Voyage virtual reunion tour and the Tupac hologram at Coachella show how audiences embrace these shows as opportunities to relive share cultural milestones.
“Audiences care more about whether the holographic performance felt respectful and morally appropriate than about how innovative or memory-evoking it was,” said Seden Dogan, assistant professor of hospitality at the University of South Florida.
Dogan is the lead co-author of the research paper, “Reviving legends through holographic AI event experiences: Consumer acceptance and value insights.”
Authors: Seden Dogan, University of South Florida; Ajay Aluri, West Virginia University; Muhittin Cavusoglu, University of South Florida.