TAMPA 鈥 Hologram AI concert experiences may look futuristic, with their computer-generated 3D illusions of dead artists performing on stage.
But new research from the 最新天美传媒 Muma College of Business shows their success depends on something very human: ethics, trust, and emotional connection.
Concertgoers care less about the novelty of the technology 鈥 a combination of 3D modeling, motion capture, projection 鈥 and more about whether the performance from their favorite legendary musician feels respectful.
The recent success of the ABBA Voyage virtual reunion tour and the Tupac hologram at Coachella show how audiences embrace these shows as opportunities to relive shared cultural milestones.
But little is known about how consumers perceive the uniqueness, nostalgia and ethicality of holographic AI concerts, and how these perceptions translate into emotional and social values.
鈥淓thics is not optional. It鈥檚 definitely strategic. When using technologies like holograms or AI to recreate past artists, ethical responsibility matters more than novelty alone,鈥 said Seden Dogan, assistant professor of instruction in the School of Hospitality and Sport Management.
Dogan is the lead author of the research paper, 鈥,鈥 recently published in the International Journal of Contemporary Hospitality Management.
鈥淎udiences care more about whether the holographic performance felt respectful and morally appropriate than about how innovative or memory-evoking it was,鈥 Dogan said.
Through a conceptual model and data collect from 308 participants, the study鈥檚 main takeaways showed:
- Organizers need to prioritize respect for artists鈥 legacy, transparency, and audience trust to create meaningful experiences.
- Ethical trust directly affects audience acceptance and the emotional response at a holographic AI concert.
Dogan said these findings can help event organizers, entertainment companies, and technology developers understand how consumers perceive holographic AI technology beyond a concert experience.
For example, consumers are seeing holographic technology at performances at theme parks, interactive displays at museums, and even at heritage attractions such as the Colosseum in Rome.
鈥淭he key takeaway is that in technology-driven entertainment, human values, not just innovation, determine meaningful impact,鈥 Dogan said.
The study鈥檚 co-authors include Muhittin Cavusoglu at USF鈥檚 School of Hospitality and Sport Management and Ajay Aluri at West Virginia University.