AN INITIATIVE called Project X is examining at the ways everyday life could be transformed by emerging technology such as artificial intelligence (AI).

The research is looking ahead to a time when digital assistants could read your emotional state as well as holding your personal data.

Bournemouth digital agency Greenwood Campbell has set up Project X under the leadership of its chief executive Adam Greenwood.

It is based in a separate, collaborative workspace where a small team is exploring the scope for AI in business.

Greenwood Campbell says more brands are investing in AI, which is becoming inextricably entwined with everyday lives.

The team is halfway through three months on intensive research, planning and learning, while Mr Greenwood has visited San Francisco’s Silicon Valley to immerse himself in conceptual tech.

Project X anticipates to a point where digital assistants such as Apple’s Siri and Google Assistant will become much more sophisticated.

“Digital assistants are getting more and more powerful and they’re going to get more important in people’s lives,” said Mr Greenwood.

“We want to get to a point where these kinds of digital assistants are very particular and will say ‘I can see you are stressed, should you consider a holiday?’” he said.

Similarly, a digital assistant could note a user’s driving behaviour and point towards cheaper car insurance, he said.

Extensive use of AI will rely on companies holding large amounts of people’s data.

But Mr Greenwood said: “Among millennials and Generation Z, people are happy to give away data as long as they feel they’re getting personal service in return.”

Mr Greenwood has stood aside from the role as Greenwood Campbell’s managing director in order to lead the rotating team on Project X.

The company’s former marketing director Annie Talboys, who has been with the Richmond Hill-headquartered business for more than three years, has taken over as managing director.

She said: “I am honoured to be leading Greenwood Campbell into a digital age of rapid change.

“As a team of talented, motivated and dedicated creatives, we’re energised by the exponential changes in the digital world and Project X is an investment into ensuring we continue to stay one step ahead.

“As MD, I am fully dedicated to ensuring we maintain our reputation and develop our relationships with clients and industry peers alike,” she added.

Greenwood Campbell recently hosted the latest of its Fable events in London, focusing on AI and emerging tech.

More than 60 attendees included speakers from Burberry, Microsoft and LADbible

Adam Greenwood used the event to unveil IAMU, a ‘device-agnostic’ digital assistant. He talked about how businesses could use AI to drive new experiences for customers.