Reply Introduces New Experience Area Combining Artificial Intelligence and Immersive Technologies

Reply has launched Reply Immersive Experience, a new platform enabling brands to tell their stories in a multi-sensory environment by integrating artificial intelligence and immersive technologies. Established at its headquarters in Turin, this smart room coordinates sound, light, and 360-degree wall projections with artificial intelligence, allowing participants to interact with digital scenarios.

Developed by Infinity Reply, the system allows participants to explore content and contribute to the development of scenarios through voice interaction. The technological infrastructure can be customized for a wide range of applications, from retail product presentations to artistic performances.

The platform's first application, AQUA by Christian Mandura, was staged as part of the Buonissima event held in Turin on October 21, 2026. This six-act performance combines gastronomy, artificial intelligence, and storytelling. During the menu development process, a collaboration was carried out with chef Christian Mandura using the GenAI Cooking tool created by Machine Learning Reply.