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Join this session to learn how creative technology contributed to the celebration of Ayrton Senna’s legacy during the 2024 São Paulo Formula 1 Grand Prix. We’ll explore the strategic use of immersive tech, mobile AR, AI-powered OOH screens, and gamified storytelling — which enabled new ways of living, sharing, and paying tribute to Brazil’s most iconic sports hero.

This session will be taking place entirely in Portuguese. Listen along with live English translations by using LiveVoice, accessible via the menu in the Web Summit Rio mobile app.

Senna XR: how creative tech contributed to the legacy of a sporting icon

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