When AI takes on face and voice: conversational avatars reshape the phygital experience

Artificial intelligence is taking on new forms: no longer just chatbots or text assistants, but faces, voices, and personalities capable of connecting with people. Conversational avatars are becoming new interfaces between brands and audiences, present on websites as well as in stores, kiosks, interactive displays, and events.

The real challenge, however, is not only technological. It is above all a matter of experience and strategic direction: what face to give a brand? What voice, what language, what personality? And how to ensure consistency between identity, values, and the relationship with the audience?

The meeting explores how conversational avatars are reshaping the phygital experience, transforming the touchpoints between physical and digital spaces into increasingly natural, personalized, and engaging opportunities for dialogue. A reflection on how to design these new digital presences by focusing not on the technology itself, but on the quality of the relationship they are able to generate.