From the MAI House to 'This is (Not) a Person'.
Following the success of 'Welcome to MAI House' in 2024, we are moving towards new, domain-specific experiences in 2025. While MAI House primarily encouraged discussion about technical possibilities, ethics, and evolving human-machine collaboration, this year's 'This is (Not) a Person' event will present practical research and realistic use cases to the public.
Meet Sam at the Next Nature Museum.
Here, we present Sam: a virtual human designed to facilitate conversations about healthy ageing and self-care. Focusing on trust, empathy, and engagement in human-AI interactions, Sam is here to support and inform visitors. Visitors can experience first-hand how a digital conversation partner can motivate, inform and support, and consider what this could mean for accessibility and the quality of care in a world where virtual and physical encounters converge.
Joint exploration
The rise of virtual humans is accelerating, and keeping up with innovations, applications, and risks requires collaboration between the public, researchers, and companies. DDW 2025 therefore provides a platform for open discussion about the potential benefits and limitations, asking how we can balance trust, reliability, privacy, inclusion and effectiveness in domains as human-centred as healthcare, education and the media.
Collaboration and research
This project is a collaboration between Fontys University of Applied Sciences, Breda University of Applied Sciences, Yonder and Tilburg University. It is coordinated by MindLabs and made possible by the Regiodeal. MindLabs partners work closely with the business community and healthcare institutions to develop and share knowledge, translating it into practical applications that contribute directly to social innovation.
About DDW
Dutch Design Week is about the design of the future and the future of design. DDW unlocks, inspires, shares and connects. During the nine-day event, Eindhoven is filled with creativity and groundbreaking ideas. This year, Dutch Design Week celebrates 25 years of shaping the future. The theme is 'Past. Present. Possible', DDW reflects on its legacy, showcases today's creative energy and explores the potential of design. It is a platform where ideas converge, opportunities emerge, and the future is co-designed.
Practical information
You can visit our project daily from 18 to 26 October, from 11:00 to 18:00, at the Next Nature Museum (Evoluon, Noord-Brabantlaan 1A). Entry to the location is free, so no DDW ticket is required.
You can find more information here: ddw.nl/programme/this-is-not-a-person.