Key takeaways:
TAMPA, Fla. (March 3, 2026) – Hologram AI concert experiences may look futuristic, with their computer-generated 3D illusions of dead artists performing on stage.
But research from the University of South Florida shows their success depends on something very human: ethics, trust and emotional connection.
The findings show concertgoers care less about the novelty of the technology — a combination of 3D modeling, motion capture and projection — and more about whether the performance from their favorite legendary musician feels respectful.
The recent success of the ABBA Voyage virtual reunion tour and the Tupac hologram at Coachella show how audiences embrace these performances as opportunities to relive shared cultural milestones.
However, little is known about how consumers perceive the uniqueness, nostalgia and ethicality of holographic AI concerts, and how these perceptions translate into emotional and social values.
“Ethics is not optional – it’s definitely strategic,” said researcher Seden Dogan , assistant professor of instruction in the USF School of Hospitality and Sport Management. “When using technologies like holograms or AI to recreate past artists, ethical responsibility matters more than novelty alone.”
Dogan is the lead author of the paper, “ Reviving legends through holographic AI event experiences: Consumer acceptance and value insights ,” recently published in the International Journal of Contemporary Hospitality Management .
“Audiences care more about whether the holographic performance felt respectful and morally appropriate than about how innovative or memory-evoking it was,” Dogan said.
Through a conceptual model and data collect from 308 participants, the study’s main takeaways showed:
Dogan said the findings can help event organizers, entertainment companies and technology developers understand how consumers perceive holographic AI technology beyond a concert experience.
For example, consumers are seeing holographic technology at performances at theme parks, interactive displays at museums and even at heritage attractions such as the Colosseum in Rome.
“The key takeaway is that in technology-driven entertainment, human values, not just innovation, determine meaningful impact,” Dogan said.
The study’s co-authors include Muhittin Cavusoglu of USF’s School of Hospitality and Sport Management and Ajay Aluri of West Virginia University.
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About the University of South Florida
The University of South Florida is a top-ranked research university serving approximately 50,000 students from across the globe at campuses in Tampa, St. Petersburg, Sarasota-Manatee and USF Health. In 2025, U.S. News & World Report recognized USF with its highest overall ranking in university history, as a top 50 public university for the seventh consecutive year and as one of the top 15 best values among all public universities in the nation. U.S. News also ranks the USF Health Morsani College of Medicine as the No. 1 medical school in Florida and in the highest tier nationwide. USF is a member of the Association of American Universities (AAU), a group that includes only the top 3% of universities in the U.S. With an all-time high of $750 million in research funding in 2025 and as a top 20 public university for producing U.S. patents, USF uses innovation to transform lives and shape a better future. The university generates an annual economic impact of nearly $10 billion for the state of Florida. USF’s Division I athletics teams compete in the American Conference. Learn more at www.usf.edu .
International Journal of Contemporary Hospitality Management
Data/statistical analysis
People
Reviving legends through holographic AI event experiences: Consumer acceptance and value insights
22-Jan-2026