AI Art App & Digital Gallery [Emirates]

Understanding the brief

Emirates wanted to utilize Artificial Intelligence (AI) engines to create an interactive element for their large exhibition stand design.


It was required to generate a unique piece of take-away user content and celebrate the brand values of inspiration, creativity and a passion for travel.

I was asked to work with creative, engineering and project direction to lead the UX & UI design of the application we were to create.

Carrying out the research

As part of my initial research I interviewed several employees from the creative agency and the final client. I was interested in understanding people’s behaviour in the environment of a busy exhibition stand.

Through anecdotal feedback, visitor footprint data and heat map snapshots, it became clear that potential users of this product would have little time and be easily distracted. 

Developing hypotheses

The product needed to be eye-catching in design, yet overtly simple with limited choices. Not only that, it became clear that the process would have to be fast with a quick “reward”. 

Initial sketching

Developing the prototype

I designed the UX & UI for an iOS app that allowed users to step through a series of artistic choices that eventually generated, with the help of AI, a unique piece of artwork.


I also designed the interface for a PC app that acted as a live digital "gallery" which looped through the artworks created on 6 different screens.


The challenge with the design was to create an experience that afforded users creative liberty and artistic ownership, but with subtle limitations that ensured the artwork was in line with the project brief.


I worked close with engineers to ensure we achieved this. I created a stepped artwork generation process that limited artistic choice to 6 large buttons per screen.

The data capture steps were staggered in two parts to minimise user abandonment.

"Select destination" step wireframe

Finished artwork step wireframe

Applying the interface design

Emirates has a brand watchdog team that rigorously checks all brand material created by third party suppliers.


After studying the brand’s digital advertising guidelines, I was able to develop a visual proposal that both satisfied client design requirements but also the needs of the user in the chaotic exhibition stand environment.

Attractive imagery, large buttons and structured brand typography were utilised to create a clear, conventional UI that was eye-catching and easy to move through - even with a distracted user.

"Select destination" step UI design

Finished artwork step UI design

Measuring the impact

The first installation at Arabian Travel Market in Dubai 2023 was a true success, seeing approximately 1,400 unique users over 4 days.


Due to these results, Emirates decided to update and use the apps again as part of their sponsorship activation at the US Open 2023 in New York which saw over 5,000 unique users.

The final client remarked that the success was also unprecedented for an exhibition stand activation that wasn’t incentivised with prize giveaways or similar.