The British holographic technology specialist is preparing a new generation of life-sized AI assistants to bring more personal, intuitive interactions to shopping centres, airports and public spaces.
Artificial intelligence will become a familiar face in the physical world. Instead of navigating an app or searching through a self-service menu, visitors to shopping centres, airports and other busy venues will be able to approach a life-sized digital person and simply ask for help.
UK hologram company Miirage is bringing this vision closer to reality. The business is preparing conversational holographic AI assistants that combine realistic visual presentation with helpful information and a welcoming, human-like presence. Its first commercial deployments of these AI-powered experiences are in preparation, marking an exciting next stage for the company.
Making AI easier to approach
AI is already changing how people access information, but much of that interaction still takes place through phones, computers and voice devices. Miirage is taking the experience into the physical world, making AI visible, approachable and easy to engage with through life-sized holographic avatars. This is Miirage’s vision of physical AI: giving artificial intelligence a recognisable presence in the spaces where people live, shop, travel and connect.
In shopping centres, these assistants are being designed to help people find retailers, check opening hours and navigate to their destinations. In airports, multilingual avatars will be able to guide passengers towards services and answer everyday questions. At museums and visitor attractions, they can bring stories and information to life through engaging, natural conversation.
The opportunity goes beyond convenience. By giving AI a friendly face and a place in the real world, Miirage aims to make digital assistance feel more immediate, inclusive and personal. The goal is technology that welcomes visitors, makes information easier to find and helps venues deliver a better experience at scale.
One display, two valuable roles
Miirage is also bringing together two powerful applications: visitor assistance and digital out-of-home advertising. Between conversations, the same holographic installation can showcase visual campaigns, branded products and venue messages. When someone approaches, the experience is designed to become an interactive service point, turning attention into genuine engagement.
For shopping centres and transport hubs, this creates the potential for a single installation to support guest services, operations, marketing and retail media. An intuitive, conversational interface is central to the concept, allowing visitors to engage naturally without downloading an app or learning a complicated system.
Holographic technology that brings AI to life
The company’s Miracle display uses 4K transparent LCD technology in a depth enclosure to create the appearance of a person or object occupying physical space. No headset or special glasses are required. Lighting, movement, shadows and reflections help make the image feel present rather than flat.
The hardware incorporates computing, sound and interactive capabilities to support responsive experiences. Combined with conversational AI, it creates a compelling foundation for assistants designed around accurate information, clear speech interaction and useful, everyday guidance. Miirage is focused on making that experience feel natural and dependable in busy public environments.
Built on experience in retail, culture and events
Miirage has spent the past four years delivering holographic experiences across multiple countries and industries. Its previous work includes an interactive seasonal character for Jo Malone London, a three-unit dinosaur installation at Melbourne Museum and projects involving Selfridges, Epic Games’ London Innovation Lab and SABIC.
These installations have given Miirage extensive experience in creating impactful digital content for real-world settings. The company is now building on that foundation by bringing conversational intelligence into its holographic experiences, transforming an attention-grabbing display into a welcoming, interactive point of contact.
A defining opportunity for 2027
Miirage founder James Butler has set out a bold ambition for the next chapter: ‘We will become the visual face of artificial intelligence in the physical world, transforming how people see, communicate and interact with AI.’ The company sees 2027 as a defining year for bringing together its holographic display expertise and conversational AI in larger-scale commercial environments.
For venue operators, the proposition is powerful: AI that people can see, speak to and use right where they need it. Miirage is working towards a future in which life-sized holographic assistants are a natural part of the public environment, making everyday interactions more engaging, accessible and human.
About Miirage
Miirage is a global holographic display company headquartered in the UK, developing immersive digital experiences and conversational AI avatars for retail, culture, events and public spaces. Learn more at www.miirage.com.
Media Contact
Miirage
Email: info@miirage.com
Phone: +44 20 3195 3894
Website: www.miirage.com
