London,
11
February
2019
|
17:56
Europe/London

IN A WORLD FIRST, EE’S 5G POWERED AI STYLIST HELPED OVER 40,000 FANS SHOP THE RED CARPET LOOKS LIVE FROM THE EE BAFTAS

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  • The world’s first AI Stylist - digital supermodel Shudu - was bought to life on the red carpet last night using holographic technology powered by EE’s 5G network
  • Over 40,000 fans chatted with the AI Stylist through an innovative new online chatbot
  • Last night’s 5G trial on the red carpet saw latency results of 15 milliseconds (ms)
  • The red carpet look that inspired the most fans to get their own AI Stylist last night was actress Viola Davis who wowed in a black velvet gown by Armani Privé

11th February 2019: EE reveals the ‘runway success’ of its 5G powered AI Stylist at last night’s EE British Academy Film Awards. Over 40,000 fans shopped affordable versions of the red-carpet attire worn by stars attending last night’s ceremony at the Royal Albert Hall.

In a world first, EE partnered with a digital model named Shudu to create an AI stylist. Powered by 5G and using state-of-the-art holographic technology, Shudu helped film and fashion fans shop the red carpet looks from home.

This red carpet trial of the 5G network proved a huge success, with a latency of 15 milliseconds (ms) on the night – a huge achievement that helped with ensuring an amazing, real-time experience of the digital supermodel.

EE’s AI Stylist Shudu captured the A-listers’ glamorous outfits using the Google Pixel 3 and shared these shots with those at home via an innovative new online chatbot. Film and fashion fans the length and breadth of the country chatted online with Shudu, discussed their personal styles and browsed the impressive online collections.

The most popular red carpet collection took inspiration from the Armani dress worn by actress Viola Davis. Men took their style inspiration from Valentino who walked down the red carpet wearing a suit from his eponymous collection.

EE’s red carpet presenter Laura Whitmore invited stars including Salma Hayek, Regina King and Linda Cardellini to strike a pose for Shudu, so fans from across the country could be part of the red carpet action at the prestigious Royal Albert Hall.

Using the latest artificial intelligence technology, EE’s AI stylist was able to detect and learn the differences between items of clothing based on cut, shape and fabric patterns. Using this knowledge, she recognised each stars’ outfit and then searched thousands of affordable alternatives to find the perfect match, further tailoring her recommendations based on each fan’s preferences.

Pete Jeavons, Director of Brand Marketing at EE, added: “Last night we were able to connect the red carpet with our 5G network for the very first time, using its unique capabilities to bring the world’s first digital supermodel Shudu to the EE British Academy Film Awards. Watching guests’ reactions to Shudu was incredible, but the most exciting bit for us was the fact we were able to offer those at home the chance to get involved on the night and shop red carpet looks with our AI Stylist.”

Cameron-James Wilson, creator of Shudu, said: “I created Shudu as the world’s first digital supermodel using a special-effects programme that allows you to create human characters. Since partnering with EE, it’s been incredible to see something that once lived only in my mind brought to life using innovative hologram technology. Coming from a fashion background myself and seeing Shudu turned into an AI stylist on the EE BAFTA red carpet is a dream come true.”

For more information on EE’s partnership with BAFTA visit ee.co.uk/bafta.

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About EE

EE is the largest and most advanced mobile operator in the UK, delivering mobile and fixed communications services to its customers. EE is part of BT’s Consumer business unit which provides products and services to all of BT’s consumer customers in the UK. EE runs the UK's biggest and fastest mobile network, offering superfast 4G in more places than any other operator after pioneering the UK's first superfast 4G mobile service in October 2012. Today, EE’s retail presence exceeds more than 600 shops across the UK.

EE has received extensive independent recognition, including being ranked the UK's best overall network by RootMetrics®; Best Network for five years in a row at the Mobile Choice Awards; Best Network at the 2015, 2016, 2017 and 2018 Mobile News Awards; Best Consumer Network at the 2015, 2016, 2017 and 2018 Mobile Industry Awards; as well as Fastest Network and Best Network Coverage at the 2017 uSwitch Mobile Awards.

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About BAFTA

The British Academy of Film and Television Arts (BAFTA) is a world-leading independent arts charity that brings the very best work in film, games and television to public attention and supports the growth of creative talent in the UK and internationally. Through its Awards ceremonies and year-round programme of learning events and initiatives – which includes workshops, masterclasses, scholarships, lectures and mentoring schemes in the UK, USA and Asia – BAFTA identifies and celebrates excellence, discovers, inspires and nurtures new talent, and enables learning and creative collaboration. For advice and inspiration from the best creative minds in working in film, games and television, visit bafta.org/guru. For more, visit bafta.org