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In an industry first, the Emirates Group partnered with Amazon Web Services (AWS) to create a futuristic and immersive digital journey to transform its employee experience.
The two organizations have signed an agreement to develop an immersive extended reality (iXR) platform and capabilities for the Emirates Group’s cabin crew, new hires and wider industry partner community. 3D virtual centers, virtual training, gamified environments, simulated experiences – all these and more are in the pipeline as the group adds groundbreaking features and technologies to the platform.
Powered by AWS spatial computing and artificial intelligence, iXR will deliver technological capabilities with lifelike experiences. Designed to meet the needs of employees in the workplace, the iXR experience will deliver a consistent high-fidelity experience on next-generation wearable and handheld devices, including tablets and phones, streamed from the cloud.
In the first phase, iXR will house three distinct functions—a collaboration center and social space; crew training; and employee onboarding.
The Emirates Virtual Center will welcome employees to participate in an interactive brand experience.
iXR will bring an unparalleled 3D interactive experience to the airline’s award-winning cabin crew by utilizing advanced technology to create a truly immersive environment. Here, cabin crew will be transported to a carefully constructed digital world with virtual classrooms to network and learn from experienced instructors and peers, and inside the intricate interiors of the airline’s flagship A380 and Boeing 777 navigation. The environment will feature cabin service trainers, realistic avatars and spatial audio to provide an authentic sensory experience that enhances Emirates’ spirit of hospitality.
The hyper-real virtual world will allow new Emirates Group employees to quickly and intuitively learn more about the organization and its wide-ranging businesses, its people and its culture, their own roles and life in Dubai. Embedded support services will create a seamless onboarding experience for successful candidates.
Adel Al Redha, Chief Operating Officer, Emirates Airline, said: “The Emirates Group is synonymous with innovation and has always set high standards in the aviation industry. Our vision is to build a meaningful, practical and beneficial XR capability to take advantage of advances in AI. We’re using XR capabilities that scale across our group’s brands and businesses.
“In the first phase, iXR will help flight crews interact and become familiar with the platform in an interactive, high-fidelity 3D environment that they can explore at their convenience, resulting in greater knowledge transfer and employee satisfaction. During this phase, we will also use iXR to develop our employee experience to seamlessly integrate our employees within the Group’s business, community and culture.
“iXR is expected to launch later this year and will make us the first and only airline to have an embedded extended reality platform connected to its operations. It reflects our commitment to leading and solidifying innovation and cutting edge in aviation technology for the benefit of our customers, communities and industry.”
“Extended reality (XR) is a rapidly emerging technology that will propel the aviation industry into the future,” said Al Opher, vice president of professional services at AWS. Training, design and innovation service propositions have far-reaching impact.
“We are excited to support the Emirates Group’s transition to the 3D Web era by providing expertise in infrastructure, artificial intelligence and spatial computing solutions, as well as our AWS Professional Services colleagues – global experts in these fields Bringing this technology to life. This partnership will further equip the Emirates workforce to deliver a unique and consistent end-customer experience. Together we are revolutionizing the travel industry and raising the bar for new, exemplary experiences.”
iXR will use advanced technologies including Epic Games’ Unreal Engine, the world’s most open and advanced real-time 3D tool, to provide developers with flexible, scalable, secure and reliable real-time capabilities on the AWS cloud.
Dubai and the UAE are forging a path in the digital economy with a clear vision, supported by practical policy and regulatory frameworks on virtual assets, artificial intelligence and data protection.
The UAE Pavilion at Expo 2020 has been repositioned as a hub for the development of cutting-edge future experiences in line with the UAE’s vision for a digital economy. Emirates Group continues to engage with industry partners on its Web3 strategy and recruit talent for projects in its pipeline.
Emirates pioneered online virtual reality (VR) technology on emirates.com and its app more than six years ago, providing an immersive 3D 360-degree view of the cabin interior. Emirates also has its own VR app on the Oculus store, offering users an accurate, life-size and interactive cabin interior experience on board Emirates’ flagship A380 and Boeing 777-300ER Gamechanger aircraft. – trade arab news agency
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