Adrian Soto
Artificial Intelligence
Hilton Guest Excellence
This was one of the first projects I worked on that incorporated true AI as a core part of the experience.
It was a WEBXR project designed to work on both computers and virtual reality headsets.
I was involved in the creative and brainstorming phases of the project, which aimed to help Hilton staff members receive live feedback on their performance while applying Hilton's HEART model for problem resolution.
Users would be presented with a scenario involving a guest issue and asked to resolve it using their own voice and understanding of the methodology. At the end, they would receive real-time feedback based on their responses.
Training the AI model to deliver accurate feedback was an incredible learning experience for me.
You can find more information about this project here:
AI Strategy
Although I began working with AI some time ago, I officially assumed the role of Director of AI Strategy at SweetRush this year (2025).
My primary responsibility is to define the company’s strategy for leveraging AI in areas such as content enhancement and production efficiency.
I’m excited to explore the possibilities this incredible technology offers, especially when combined with other emerging innovations like WebXR and immersive technologies.
You can learn more about SweetRush here:
My journey is just begining with AI tech
I’m genuinely excited to keep diving deeper into this technology. The projects I’ve been part of—where we’ve used AI to push the boundaries of what’s possible in experiential learning—have been absolutely inspiring. At SweetRush, we’ve blended AI with cutting-edge tools like speech recognition, virtual reality, and more, and the results have been amazing. I can’t wait to see what new possibilities emerge in areas like experiential marketing and gaming!