In a world where AI is often confined to screens, headsets, or virtual dashboards, Xperiences decided to take a completely different approach:
Bring artificial intelligence to life — physically, vocally, and proudly — in one of the most iconic, culturally charged places on Earth: Jemaa El Fna, Marrakech.
But this wasn’t just an experiment in interaction design or a demo for developers.
This was a public activation with real impact, powered by a custom-built AI assistant named Showy — brought to life in the form of a lion.
Not just any lion — the Lion of the Atlas, a strong, symbolic figure deeply rooted in Morocco’s national identity. Fierce yet noble. Traditional yet forward-looking. Just like the vision we wanted to express.
Showy is much more than a voice interface. It’s a phygital mascot, equipped with:
- A high-fidelity speaker system and directional mic
- A responsive facial screen for emotion and feedback
- And a powerful AI engine trained to interact in multiple languages, answer questions, entertain, and guide — with cultural intelligence and human warmth
Act I — Supporting Small Businesses, the Intelligent Way
During GITEX AFRICA, instead of keeping Showy within the walls of the exhibition, we took it to the streets — and placed it right next to a juice vendor in Jemaa El Fna.
The objective? Use AI to bring visibility and foot traffic to small, often overlooked vendors, through real human interaction and curiosity.
As Showy came to life, speaking to tourists and locals alike, people stopped. Laughed. Asked questions. Took photos. And most importantly — bought juice.
This first version, the “Football Edition”, connected naturally with the ongoing excitement around the Africa Cup. Showy would challenge passers-by with simple quiz questions, and winners would be rewarded with fresh juice — paid for by us 😉
It was playful, energetic, inclusive, and unforgettable. The juice vendor, at the end of the day, simply said → “This is what marketing should feel like. It works.”
Act II — A Tourism Experience Reimagined
The second activation took a different path — one aimed at tourism institutions and hospitality brands.
In this “Hospitality Edition,” Showy took on the role of a cultural companion — greeting passers-by in their own language, answering spontaneous questions about Moroccan cuisine, customs, and landmarks with ease and charisma.
It wasn’t a touchscreen. It wasn’t a QR code. It was a living, speaking presence — a lion, standing in the heart of Marrakech, offering real-time dialogue that felt both natural and memorable.
By blending local knowledge with multilingual intelligence, Showy created a bridge between technology and tradition, proving how AI can elevate the way Morocco welcomes the world.
The Power of Embodied AI
- Cultural – reflecting the soul of the place it speaks from
- Accessible – not behind paywalls or tech barriers
- Useful – creating real value for businesses and institutions
- Memorable – something people talk about, smile at, share
Showy is activable. Customisable. Deployable anywhere.
Whether it’s inside an airport to welcome new arrivals, in a hotel lobby to guide guests, or at a public event to drive engagement — Showy speaks. People stop. Connections happen.
But its potential goes far beyond tourism and hospitality.
Showy can be used to educate, to train, to onboard, or to entertain. It can explain a brand mission, guide users through a process, amplify an internal message, or simply bring a touch of humanity to a corporate environment.
That’s what makes it such a powerful tool for:
- Brands looking to create unforgettable experiential campaigns
- Tourism operators reimagining the way destinations interact with travellers
- Retail spaces seeking intelligent in-store interaction
- Institutions blending tradition and innovation
- And even HR or internal comms teams aiming to turn corporate culture into a living experience
Want to bring Showy to your space?
We’re already planning the next chapters — and we’re open to building them with partners who believe, like us, that AI can be both smart and soulful.