SIMLABS / RESEARCH AND ENGINEERING
We build the whole machine.
simLabs is the AI company inside SimulatingMachines. We research frontier intelligence, train our own venue models, rebuild spaces in 3D, and build the terminals, the software they run and the digital humans they present. One team owns the chain from physical to digital.
OWN MODELS3D RECONSTRUCTIONHARDWARE + SOFTWAREDIGITAL HUMANS
THE POSITION / OWN THE WHOLE CHAIN
An AI company from metal to model.
Plenty of vendors assemble licensed parts and hand the result over. simLabs exists so we never have to. We run the research, train the models, rebuild the spaces, design the terminals and write every layer of software they run. When an agent stands in a venue, the whole chain beneath it is ours: built here, improved here, answered for here. That ownership is what lets us pioneer agentic representatives in physical space.
THE CHAIN / PHYSICAL TO DIGITAL
Every layer, built under one roof.
From sheet metal to model weights: each layer of a deployment is a simLabs discipline. The parts are designed for each other, and no part is a black box licensed from someone else.
- 01 / HARDWARE
The terminal itself
Enclosure, display, microphones, speakers, sensors and compute: machines designed for public floors, built and serviced by simLabs.
THE PHYSICAL END - 02 / SOFTWARE
The stack it runs
The agent runtime, the voice interaction, the on-screen experience, the safety rails and the fleet tools that operate and measure every terminal in the field.
- 03 / MODELS
Intelligence trained in house
Retail- and venue-specific models we train ourselves, running locally when security or latency demands it, sharpened by our frontier model research.
- 04 / SPATIAL
The venue in 3D
Spaces reconstructed by our team from site capture, floor plans or CAD, with inventory pinned to place and a route to any product, gate or seat.
- 05 / PRESENCE
Faces, holograms, machines that move
Digital humans designed for the venue, licensed avatars of real people, and research into holographic and robotic embodiment.
- 06 / DATA
What the venue learns
Interaction datasets, experience intelligence and analytics products, governed by the customer and owned as a customer asset.
THE DIGITAL END
SIMLABS / CAMPAIGN FILMS
See the system behind the representative.
From venue training to spatial routes, traceable handoffs and experience intelligence. The full film introduces the simLabs system; the cutdown is built for launches and social campaigns.
01 / SIMLABS FILM / 24 SEC
The AI company behind the agents.
Train for the venue. Map the real place. Connect to the operation. Learn under customer control.
02 / LAUNCH CUTDOWN / 10 SEC
From passive screen to physical representative.
A compact campaign edit for launch posts, venue presentations and partner outreach.
Read the visual sequence
One venue-trained representative leads into an indoor route and inventory map, then a traceable human handoff, aggregate experience intelligence and a governed learning loop across separately placed service points.
RESEARCH / BUILD / PROVE
The programs inside simLabs.
Standing research and engineering programs, run like a lab and shipped like a product company. Proof of concept first; deployment when it earns it.
01RESEARCH
Frontier intelligence, applied
We study frontier models and turn what holds up into agents that can listen, speak and act in a loud, physical place.
Findings ship as runtime capability, not shelfware.02TRAIN
Models of our own
Venue- and retail-specific models trained in house to host the place: its catalog, policies, services and voice.
Local execution keeps sensitive workloads on the floor.03RECONSTRUCT
Spaces rebuilt in 3D
Our team turns site capture, floor plans and CAD into navigable 3D venue models with precise indoor routes.
A route ends at a shelf, gate, seat or door, not a category.04LOCATE
Inventory pinned to place
Products, services, rooms and resources mapped to the exact spot a visitor can walk to.
Closures, accessibility and multi-stop journeys live in the same layer.05BUILD
The machine and its stack
Terminal hardware and its complete software stack, designed together: runtime, tools, analytics and fleet operations.
The team that builds the box builds the software inside it.06EMBODY
Digital humans of real people
Realistic 2D and 3D avatars, from venue hosts to licensed likenesses of artists, athletes and ambassadors.
Consent, licensing and final approval sit with the person.07EXTEND
Holographic and robotic presence
Proof of concepts that move the same agent beyond the screen: light-field holograms today, robotics research next.
Concepts graduate into the product line when they earn it.08CONNECT
Wired into the operation
Agents integrated with ticketing and case-management systems, with governed datasets and learning across the fleet.
Every handoff traceable. Every dataset a customer asset.
SPATIAL + INVENTORY INTELLIGENCEONE QUESTION / ONE CONNECTED SYSTEM
Every answer can lead somewhere real.
A visitor asks for an item. A model we trained understands the request. Inventory intelligence finds it. The 3D map our team built from site capture, plans or CAD draws the route. If the request needs a person, the agent creates a traceable handoff.
ASKUNDERSTANDLOCATEROUTERESOLVELEARN
DIGITAL HUMANS / LICENSED LIKENESS
Real people, present at scale.
simLabs builds realistic digital humans of real people, with consent and under license. An artist can greet every fan walking into the stadium. A club legend can host the team store. A sponsor's ambassador can hold a thousand conversations at once and make each one personal.
- Likeness and voice approved by the person
- Artist, athlete and ambassador activations
- Sponsor moments fans can actually talk to
- The same craft behind every venue host we ship
NEXT EMBODIMENTS / HOLOGRAPHIC + ROBOTIC
The screen is not the finish line.
The agent that lives in a terminal can step into a light-field hologram, and in time into machines that move. simLabs prototypes these embodiments in real venues now, so customers adopt them as products rather than experiments.
- Light-field holographic presence
- Robotics research for physical service
- Proof of concepts run on real floors
- One agent identity across every embodiment
CONNECT / AUDIT / ESCALATE
Fit the operation already in place.
Terminal and Host Agents can create cases, attach the useful context, route a request to the right team and receive a resolution from the support systems the customer already trusts.
- Ticketing and case-management integrations
- Traceable agent-to-human handoffs
- Customer-defined audit records
- Resolution signals returned to the agent
DATA PRODUCTS / EXPERIENCE INTELLIGENCE
Turn service into a customer-owned learning asset.
Authorized interactions can become governed datasets for the customer's own products and analysis. Aggregate demand and route patterns can inform service design, campaign strategy, messaging and physical placement without turning the venue into a surveillance system.
- Customer-ready interaction datasets
- Demand and unresolved-intent patterns
- Route starts, destinations and friction
- Campaign and placement hypotheses for human review
FLEET LEARNING / CORRECTLY PLACED
One terminal per service point. One shared learning system.
Terminals belong where people need help: an entrance, concourse, aisle zone or reception. They do not need to sit together. simLabs connects the approved learning behind them, so a resolution in one part of the venue can improve support elsewhere.
Interact locally
Each service point serves the questions, routes and workflows of its own zone.
Review centrally
Teams see patterns, unresolved needs and candidate improvements without exposing unnecessary personal data.
Approve deliberately
Only governed answers, routes and resolutions become reusable fleet knowledge.
Improve everywhere
Approved learning reaches the relevant agents across the venue while each remains correctly placed.
LOCAL PROCESSING OPTIONSCUSTOMER-DEFINED DATA CONTROLSAUDITABLE HANDOFFSGOVERNED FLEET LEARNING
OUR MISSION
Put capable AI support agents and representatives into the real world.
So store, venue and event teams can focus on the work that needs people most.
CONTACT / TALK TO SIMULATINGMACHINES
Start with the place.
Bring us the place and the problem. simLabs will research it, model it, map it and build the machine that answers it on the floor: hardware, software, intelligence and the learning loop around all of it.
Talk to SimulatingMachines