TelecomTV comment: Trialling new 5G applications at high profile events is certainly a lot easier if you are the headline sponsor... And so EE, the mobile brand of BT in the UK, is using the EE British Academy Film Awards (or BAFTAs) to create some PR around its 5G intentions. It has just provided details of an AI app that gives celebrity-loving fans the ability to "shop the Red Carpet look". However, given that the PR event uses a Google Pixel 3 handset and not a 5G test device, you may well be wondering where 5G comes into this... So are we. Hopefully all will be revealed at next Sunday's event. In the meantime, here's EE's announcement...
Original Press Release:
EE DEBUTS WORLD’S FIRST 5G-POWERED AI STYLIST TO HELP FILM FANS SHOP RED CARPET LOOKS LIVE FROM THE EE BRITISH ACADEMY FILM AWARDS
- EE will trial its superfast 5G network live on the BAFTA red carpet to transform digital supermodel Shudu into the world’s first AI stylist
- Using state of the art holographic technology powered by 5G, Shudu will be brought to life on the red carpet, capturing the stars’ styles using the Google Pixel 3 handset to help those at home shop the looks
- Film and fashion fans can chat with Shudu online live on the night through @ee Instagram Stories to learn what the stars are wearing, discuss their personal style and browse affordable versions of the red carpet outfits
- EE BAFTA red carpet host Laura Whitmore will be introducing Shudu to the stars on Sunday 10th February 2019. Follow the action by tuning into the official EE BAFTA red carpet show streamed live on BAFTA’s Facebook and Twitter channels from 5:00pm
Monday 4th February 2019: EE will trial its new 5G network on the red carpet at the EE British Academy Film Awards 2019 to introduce the world’s first AI stylist – Shudu. This one-of-a-kind digital supermodel will be stepping onto the red carpet thanks to 5G-powered, state of the art holographic technology, to help film and fashion fans shop the red carpet looks from home.
EE’s AI Stylist Shudu will be capturing the A-listers’ glamorous outfits using the Google Pixel 3 and sharing these shots with those at home via an innovative new online chatbot. Using the latest artificial intelligence technology, EE’s AI stylist is able to detect and learn the differences between items of clothing based on cut, shape and fabric patterns. Using this knowledge, she recognises each stars’ outfit and then searches thousands of affordable alternatives to find the perfect match, further tailoring her recommendations based on each fan’s preferences.
The Google Pixel 3 on EE is the ideal smartphone for capturing all the fast-paced, red carpet action. Featuring the latest Top Shot technology, Pixel gets smiles, not blinks, so Shudu will always gets the perfect shot, enabling the AI stylist to share exclusive content in seconds. The Pixel’s Group Selfie mode will mean she can get more stars in the frame — no selfie stick required — and Night Sight mode will bring out the best detail in those snaps taken after dark.
Shudu will be wearing a bespoke digital gown designed by Swarovski, BAFTA’s official jewellery partner. The dress itself is made up of tens of thousands of double pointed Chaton Crystals in different shades of yellow. The linear design and the strong bold lines on the top provide structure, while the bottom of the dress is very fluid to accentuate Shudu’s movement.
EE BAFTA red carpet host Laura Whitmore will join Shudu at the Royal Albert Hall, introducing the stars to the world’s first AI stylist and inviting them to strike a pose for Shudu as they arrive for the ceremony on Sunday 10th February 2019.
Laura Whitmore Red Carpet Host at the EE BAFTAs said: “It’s been an incredible year of film and the EE BAFTAs is always such a wonderful night having everyone together and celebrating so much talent. As film progresses so does the red carpet and this year, we have the world’s first digital supermodel Shudu brought to life by EE’s 5G technology. I love the fact that she will give everyone the opportunity to learn more about and even shop the looks of the stars on this year’s BAFTA red carpet right from the comfort of their sofas. I know everyone is going to be blown away by her. I’m looking forward to seeing all the glamour and chatting to all the nominees.”
**Pete Jeavons, Director of Brand Marketing at EE, added : “ ** Our award-winning network has always let you do more of what you love in more places. This year we’ve gone further than ever to challenge what people might think is possible by using 5G and AI to bring digital supermodel Shudu to life on the BAFTA red carpet.”
Nadja Swarovski, Member of the Swarovski Executive Board, commented : “Swarovski is committed to supporting fashion innovation and creativity, and we were delighted to translate our crystal into holographic form for Shudu to wear on the 2019 BAFTA red carpet. We look forward to seeing her in her glittering gown, along with her stunning Atelier Swarovski jewellery pieces.”
To learn more about all of the star’s styles on the night, and shop the red carpet fashion at the EE British Academy Film Awards without paying Hollywood prices, follow @ee and @Shudu on Instagram, Twitter or Facebook on Sunday February 10th .
For more information on EE’s AI Stylist and EE’s partnership with BAFTA visit ee.co.uk/bafta.
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