LAS VEGAS, Jan 4: Holograms, a long-standing feature in science fiction, have taken a major step toward reality at this year’s Consumer Electronics Show (CES) in Las Vegas. London-based company HYPERVSN is showcasing its human-sized, three-dimensional digital avatars, designed to interact with people in real-time.

This is no novelty, as HYPERVSN envisions life-sized avatars being used in retail environments to assist customers by answering questions and recommending products. Kiryl Chykeyuk, CEO and Co-Founder of HYPERVSN, shared with Yahoo News that these avatars offer tangible benefits for businesses, particularly in retail.

“These avatars enhance customer engagement, improve brand recognition, and drive foot traffic with their unique 'wow' factor,” Chykeyuk explained. He also noted that the technology reduces the need for 24/7 customer service, while boosting conversion rates and offering captivating offline experiences. According to Chykeyuk, holographic avatar technology proves to be both cost-effective and a revenue-generating innovation.

While holographic displays have been part of tech exhibitions for years, they have recently started appearing in real-world applications, thanks to pioneers like HYPERVSN and Proto. These technologies allow users to interact with avatars, either controlled by people or driven by AI to engage with customers. Companies such as OpenAI and Google are already introducing AI services where users can interact with chatbots in real time, making the shift to 3D avatars a natural progression.

Unlike traditional projections, HYPERVSN’s avatars are created using a fan-like system with spinning LED screens. These LEDs rotate in 3D space, generating a 3D avatar that people can engage with as they would with a real person.

The company’s “normal” Digital Avatars are designed for use in retail, events, and entertainment, offering real-time speech powered by Large Language Models like ChatGPT. Users can speak directly to the avatars in multiple languages, with real-time responses.

At CES, HYPERVSN also demonstrated 3D visuals that appear in retail spaces when customers interact with products. This is accomplished with the same spinning LED technology. HYPERVSN’s 3D holographic installations have already been used by major retailers like Nike, including a large display at the Las Vegas Sphere.

In London's Nike store, HYPERVSN technology was used to promote the launch of the Air Max Dn trainer, where 3D animations of the shoe were displayed at various stations around the store last summer.

Similar holographic technology has been used in stage shows, where performers are projected onto a material sheet on stage, as well as in installations where images appear on sheets of water vapor. Other companies, such as Hologrid, are offering alternative versions of this technology, like their touchscreen “Hologram wall,” which showcases multiple 3D images for consumers.

According to Persistence Market Research, the holographic technology market is expected to reach a value of $206 billion worldwide by 2032, with demand particularly growing in billboards, kiosks, and point-of-sale machines across the retail sector.