taps mic Is this thing on?

LondonInsights

February 17, 2026

Conversational AI is everywhere, but we aren’t interested in building another generic chatbot. In our Innovation Lab, we’re exploring how this tech can fundamentally shift how we interact with digital spaces – whether that is on a screen, in a game, or face-to-face with a virtual character. We see a future where interactions span mediums in surprising ways. From giving a voice to static websites to resurrecting retro hardware, here’s a look at our latest prototypes.

The end of “click and scroll”?

Let’s face it, most websites feel formulaic. While outliers like Lando Norris’s site or the Ray-Ban.exe page break the mould, the standard “click and scroll” experience is showing its age. Wouldn’t it be better if you could just ask a website a question? Better yet…what if it talked back?

We envision a web where bespoke environments from automotive showcases to fantasy realms respond directly to spoken requests. Instead of digging through menus to decipher game rules or dense manuals, you simply ask, and the interface acts as a dynamic concierge. We’re building prototypes where you can tailor the AI’s personality to the brand, creating a truly immersive layer of interaction.

Insert coin, speak to start

I was born in the late 90s, so I missed out on the questionable 80s hairstyles (sorry, 80s lovers). However, I am familiar with the zeitgeist: 8-bit game graphics and Knight Rider.

Recently, we rediscovered an old arcade machine in our London studio basement. Naturally, we used AI to turn it into an Innovation Lab companion. Much like KITT, it talks back (though we dialled down the sarcasm). This is just step one. We’re currently exploring using spoken commands to control gameplay, transforming the AI from a simple fact-finder into an interactive storyteller that helps you master the game.

Real conversations with digital beings

We’ve been working heavily with MetaHumans. If you aren’t familiar with the Unreal Engine platform, these aren’t cyborgs; they are the forefront of high-fidelity character creation. They feature full skeletal and facial rigging, allowing for nuanced, believable virtual humans.

Our Innovation Labs team is exploring real-time conversations with these characters. It’s also a storytelling tool for brands where the agent can have deep product knowledge and fully customisable personas you can actually speak with, in any language. Imagine chatting to a photo-realistic Shakespeare in full Elizabethan garb. We’re actually making this happen.

The final word

We’re proving that conversational AI is more than just a smart search bar; it’s a brand voice and a storyteller. Whether it’s acting as a concierge for a complex website, a player-two in a retro arcade cabinet, or a digital Shakespeare reciting lines, the goal is the same: to create deeper, more immersive engagement. These prototypes are just the start of how we see bespoke IP environments evolving, moving away from simple clicks and scrolls toward dynamic spoken interaction.

Behind the piece

Angus Marshall

Technology Studio Assistant
Imagination London

In the Technology Studio, Angus injects innovation into every digital project. With a sharp focus on QA testing and digital support, he ensures each interactive experience not only works flawlessly but truly captivates.

With a background in music production and game audio, Angus excels at storytelling through various mediums and continually explores immersive technology.

When he’s not fine-tuning the next digital masterpiece, he can be found in the music studio either producing or playing bass, likely in full Carhartt attire.