Virtual Booth

Global Voices: AI Persona Lab is an educational innovation that redefines the way theory-heavy modules are taught by transforming passive knowledge consumption into interactive, experiential learning through AI-powered global simulations. Originally designed for the MKT40504 Consumer Behaviour module, it combines the capabilities of GPT-4o (OpenAI), Voiceflow, ElevenLabs, and other AI tools to power a web-based chatbot interface where students interact in real time with meticulously engineered, hyper-realistic AI personas representing diverse generations, cultures, and consumer archetypes who “talk” like real people, “think” like consumers, and “respond” with emotional and cultural nuance. Grounded in Kolb’s Experiential Learning Theory, the pedagogy is scaffolded into a six-step transformative journey: Step 1, Persona Interview, replaces scripted roleplay with unscripted voice/text conversation for authentic inquiry; Step 2, Persona Mapping, translates responses into visual maps plotting traits, values, motivations, and lifestyles using theory-based templates; Step 3, Product Design Challenge, synthesises insights into tailored products or campaigns with theoretical justification; Step 4, ShopQuest Mall Simulation, gamifies learning as students explore a virtual mall, select products, and receive AI-generated feedback; Step 5, Personify Yourself, has students create and analyse their own consumer persona for self-reflection; Step 6, ExpanSEA Challenge, tasks students to act as consultants for a Malaysian brand expanding into ASEAN, re-interviewing a persona to localise strategy. The plug-and-play solution requires no coding, hardware, or installations, accessible via web/mobile for educators and learners. Impact is evident through a 4.9/5.0 score on the Taylor’s Teaching Engagement Scale, ~10% growth in average grades, and reports of heightened engagement, stronger theory application, and greater cross-cultural sensitivity. As a multi-award-winning innovation, with the Gold Award at the Taylor’s EMAS GenAI Special Edition Award 2025, and Gold Award & Most Creative Project Award at IIDEL UniCeL 2025, the Lab is highly scalable and adaptable across disciplines like pharmacy, law, architecture, and design.