Asa Burrows Joins Panel on AI and Immersive Tech at Venture Café Cambridge

Asa Burrows joining the panel hosted by Venture Café Cambridge and Innovate Cambridge.

Our CEO Asa Burrows joined a panel on AI and Immersive Tech in Gaming, hosted by Venture Café Cambridge and Innovate Cambridge on 15 April 2026. The session was chaired by Jeremy Cooke.

Asa spoke around "AI with Heart", our ethos built on informed consent, transparent data use and fair revenue sharing with our creators. He also discussed our membership of UKAI, a trade association working with government and industry bodies on AI compliance, and the importance of ethical frameworks keeping pace with the technology.

Joining Asa on the panel were Professor Jon Hare, who brought four decades of game development experience and spoke about AI as a functional tool alongside the legal considerations facing the industry.

Deniz Opal, Founder at Hologram Ltd, distinguished between the hype of Gen AI and gaming AI-Tech such as facial or gesture recognition, stating fewer than 5% of shipped games have Gen AI and the use cases for these technologies go beyond gaming.

The discussion reflected something we see across our own work: the technologies being developed in gaming have applications that extend well beyond it. Museums, healthcare, retail and other sectors are already seeing real-world impact. Since the launch of AI Queen Eleanor at Leeds Castle, our next deployment with Modality Partnership and the NHS is on its way.