Hearst UK’s experimentation with AR, metaverses and CGI influencers is a “long-term preparation strategy” for the next phase of the internet.
The consumer magazine publisher has long run major consumer events for its brands including the Harper’s Bazaar Women of the Year Awards, Country Living Shows and Women’s Health Live.
But now it has shaken up its events division Hearst Live, rebranding it as HearstX and creating more immersive digital experiences than before using lessons learned during the Covid-19 pandemic and new technology.
As part of that, it is currently building a metaverse experience for Cosmopolitan in the gaming world Roblox and designing a “virtual influencer” for Elle UK.
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