Mad Systems has built the physical-venue equivalent of what Twilio's data describes as the next frontier of personalization. Where Twilio's findings address digital customer engagement, our work addresses the harder problem: delivering the same level of individual relevance in a space where visitors are present in person, often in groups, frequently without smartphones in hand, and sometimes without a shared language.
The 89% of leaders who believe personalization will be critical to business success in the next three years are, in our sector, describing museum directors, theme park operators, and cruise line experience teams who are already under pressure to justify capital investment in experience infrastructure. We give them a technology path - AV++® - that starts with reliable, non-proprietary AV and scales into governed AI personalization.
The 73% who believe AI will fundamentally change personalization strategies are correct, but the change in physical venues is more structural than in digital contexts. It is not about better recommendation algorithms. It is about whether the underlying AV infrastructure can carry AI-driven behavior at all - and whether the governance layer exists to make that behavior trustworthy at venue scale. Mad Systems provides both: AV++® as the compute-node foundation that makes adaptive behavior possible, and WorldModel™ as the constitutional framework that makes it governable.
The 58% who identify AI chatbots as the most impactful personalization technology over the next five years points directly to our patent-pending Recognizing Alice® Avatars - life-size AI docents that recognize guests, adapt their delivery to language and age, support real-time sign language rendering, and operate within the full WorldModel™ governance stack. In physical venues, a conversational AI agent that recognizes who it is speaking to, adapts to the environment it is operating in, and can be fully audited is vastly superior to an avatar that has no idea who is standing in front of it. Alice® Avatars are governed, context-aware, privacy-compliant avatars built for the demands of public-facing institutional environments. Lory® extends this further, delivering what we call language dignity: multilingual audio, subtitles, and calm media versions streamed to visitors' own devices, so that every guest - regardless of language, hearing ability, or neurological profile - receives the same quality of experience.
"Recent advances in generative AI offer transformative change in how businesses engage customers."
Wyatt argues that generative AI represents a genuine step-change rather than incremental improvement. His position is that businesses should invest in strengthening their customer data foundation now, so AI systems have the context needed to exceed expectations rather than merely meet them.
Twilio's data points to conversational AI as the dominant direction for personalization at scale. In physical venues - museums, theme parks, cruise ships - this trajectory maps directly to Mad Systems’ patent-pending Recognizing Alice® Avatars: AI-driven conversational agents that know a guest’s identity, preferences, and visit history, and respond in context - such as described in our news article “Walk the Moon with a digital astronaut”.
The distinction in venue environments is governance. A conversational agent operating in a public physical space requires layered oversight - consent management, identity continuity, and audit trails - that digital-only deployments rarely require. That governance layer is built into each of our micro-level technologies for individual venue deployments. At macro level - for larger venues, destination-scale operations, and smart city implementations - it is what WorldModel™ is specifically designed to provide.
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