This year’s EE British Academy Film Awards broadcast was significantly different. The format of the presentation itself was unchanged. But more than 40,000 fans shopped affordable versions of the red-carpet attire worn by stars attending last night’s ceremony at the Royal Albert Hall.
In a world first British telco, EE, partnered with digital supermodel, Shudu, to create an AI stylist. Shudu was powered by 5G and used state-of-the-art holographic technology to enable film and fashion fans to shop the red carpet looks from home.
This red carpet trial of the 5G network also worked with a latency of 15 milliseconds (ms) on the night. That huge achievement that helped to ensure an amazing, real-time experience of the digital supermodel.
Shudu captured the A-listers’ glamorous outfits in photos taken with the Google Pixel 3 and shared the shots with those at home via a new online chatbot. Viewers chatted online with Shudu, discussing their personal styles and browsing the online collections.
The most popular red carpet collection took inspiration from the black velvet Armani Privé gown worn by actress, Viola Davis, but men participated also, taking the style cues mostly from Valentino.
EE’s red carpet presenter, Laura Whitmore, invited stars such as Salma Hayek, Regina King and Linda Cardellini to strike a pose for Shudu, so fans from across the country could be part of the red carpet action at the prestigious Royal Albert Hall.
Using the latest artificial intelligence technology, Shudu was able to detect and learn the differences between items of clothing based on cut, shape and fabric patterns. She used this information to recognise each stars’ outfit and then searched thousands of affordable alternatives to find the perfect match, further tailoring her recommendations based on each fan’s preferences.