Future+ Fridays | Issue57

1. A new dimension: Bulgari INFINITO on Apple Vision Pro

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What’s Happening: Bulgari has launched Bulgari Infinito, a spatial computing experience designed for Apple Vision Pro. The debut episode, "Serpenti Infinito," brings users into an interactive narrative focused on the brand’s iconic Serpenti collection.

TLDR:

• Bulgari debuts Infinito, an immersive app for Apple Vision Pro.

• Through immersive 3D visuals and storytelling, users can explore Bulgari’s craftsmanship in a new, digitally enhanced way.

• The experience features an interactive journey through the Serpenti collection.

• Part of a broader movement where luxury brands adopt immersive tech to evolve storytelling.

• Other brands have been activating through the Apple Vision Pro such as Balenciaga who showcase its shows and Gucci who has also been a precursor.

Why It Matters: This experience marks Bulgari’s entry into spatial computing and reflects a broader push by the brand to merge luxury heritage with digital innovation—creating deeper, more engaging ways for audiences to connect with its story. This launch isn’t happening in isolation—luxury brands have been steadily integrating immersive tech to meet evolving consumer expectations. This is part of the wider trend where luxury fashion is embracing immersive technology not as a novelty, but as a strategic imperative. These digital experiences allow brands to engage younger, tech-native audiences and reimagine how heritage, storytelling, and innovation converge in the future of luxury.

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2. Why H&M's new AI models are already sparking conversation

What’s Happening: H&M is rolling out the use of AI-generated models—or digital “twins” of existing models—in its advertising campaigns.

TLDR:

• H&M is set to use AI-generated digital twins of real models in future advertising campaigns - given it is given permission by the model.

• These virtual models are designed to speed up content production and reduce costs while maintaining the look and feel of traditional marketing shoots.

• The company expects a mix of enthusiasm and criticism as it tests this new approach, signalling a broader interest in using generative AI to streamline operations.

• This has raised concerns over job displacement for models and creative workers as well as sparked ethical questions around identity ownership and representation.

• This follows similar moves from brands like Mango, which has already begun replacing human models with AI avatars in select campaigns to meet fast fashion demands more efficiently.

Why It Matters: H&M’s shift reflects a growing trend in fashion: leveraging AI to optimize speed, scale, and cost-efficiency in marketing and creative production. But it also opens up ethical concerns. Who owns the rights to a digital twin—the model or the brand? As virtual models become more advanced, there's a risk of human models losing jobs or control over their likenesses. This trend challenges long-standing industry norms and forces a deeper conversation around labor, representation, and the future of creative ownership. As fashion brands race to adopt AI, they must also grapple with its social and economic implications—especially in a field historically rooted in human expression and identity.

3. McDonald’s taps into Minecraft universe for largest ever global campaign

What’s Happening: McDonald’s has partnered with Minecraft to launch its largest global campaign, starting March 20 and rolling out across 100 countries in the following days.

TLDR

• Global McDonald’s x Minecraft campaign launches March 20 in 100+ countries.

• It is timed with the release of a Minecraft Movie on April 4, the collaboration includes themed meals, exclusive collectibles, and immersive digital experiences.

• The campaign is led by Wieden+Kennedy New York and bridges McDonald’s physical restaurants with Minecraft’s virtual universe, appealing to both gamers and fast-food fans.

• Unlocks exclusive Minecraft Marketplace items via meal codes

Why It Matters: This campaign is a prime example of how brands are turning entertainment into immersive, multi-platform experiences. By merging real-world products with digital content, McDonald’s is not only targeting younger, digital-first audiences—it’s also positioning itself at the intersection of gaming, pop culture, and food. Other major brands like Nike, Walker Snacks, and Crocs have also collaborated with Minecraft, showing that gaming platforms are now powerful brand-building ecosystems. This signals a broader shift in marketing where fan culture, virtual engagement, and real-world commerce are increasingly interconnected.

4. L'Oréal and TruDiagnostic partner to explore the Future of Beauty and Longevity

What’s Happening: L’Oréal has announced a strategic research partnership with TruDiagnostic, a leader in epigenetic testing, to unlock new insights into skin health and aging.

TLDR

• L'Oréal is partnering with TruDiagnostic to advance longevity-based skincare.

• The collaboration aims to explore how biological aging and lifestyle factors influence skin at the molecular level—specifically through the study of epigenomics.

• This partnership will support the development of personalized beauty solutions rooted in longevity science.

• This move builds on L'Oréal’s long-term investment in skin biology and health.

Why It Matters: L’Oréal is doubling down on personalized, science-driven beauty—merging biotech and cosmetics to redefine how we think about skincare. This partnership follows a history of tech-forward moves, including collaborations with ModiFace for AR-based skin diagnostics and the development of AI-powered skin testing tools as well as the recent collaboration with IBM. With TruDiagnostic, L’Oréal adds cutting-edge epigenetic science to its portfolio, showing how beauty is evolving into a wellness-focused, data-backed category. As consumers increasingly seek personalized and preventive solutions, L’Oréal is positioning itself at the intersection of beauty, longevity, and health innovation.

5. Gemini 2.5 Raises the Bar as the AI Race Heats Up

What’s Happening: Google DeepMind has launched Gemini 2.5, a major upgrade in its AI model lineup. This version delivers advanced reasoning, improved memory, and significantly faster performance.

TLDR

• Gemini 2.5 is faster, smarter, and more efficient and excels in reasoning, memory, and multi-step tasks.

• Gemini 2.5 powers Flora, a new tool that turns simple photos into professional-level videos—automatically generating animations, transitions, and music to bring static images to life.

• The model outperforms GPT-4 across major benchmarks.

Why It Matters: Gemini 2.5 marks a significant step toward real-world, creative, and assistive AI. From complex reasoning to turning photos into videos, it shows how AI is becoming more than just a tool—it’s becoming a collaborator. This upgrade lands in a competitive moment, with other major players like OpenAI also advancing fast. ChatGPT continues to evolve with features like custom GPTs, memory, and multimodal capabilities, making the AI race one of rapid innovation. As these systems grow more capable and accessible, they’re reshaping how we learn, create, work, and interact with technology—setting the stage for a new AI-powered digital era.