Welcome to this month’s edition of the Proto Hologram newsletter. This month, Proto continued expanding the role of holographic presence across enterprise, sports, media, and public spaces. What began as a breakthrough in visual technology now operates as infrastructure – enabling embodied AI at scale, redefining executive communication, and transforming how brands and institutions engage in physical environments.
From showcasing agentic AI in high-traffic retail environments at NRF 2026, to establishing a permanent installation at San Francisco International Airport, to supporting global leadership dialogue on stage with Merck, this month’s milestones reflect a broader shift: holographic presence is moving from novelty to normalized deployment. We are also accelerating our footprint in sports, with immersive brand activations at the PGA Show, while national media coverage continues to explore the real-world implications of embodied intelligence.
“We were already familiar with Proto’s capabilities and knew they represented the standard for what a compelling hologram experience could look like. When working with high-profile civic leaders and globally recognized athletes, it was essential that the technology felt authentic and resonant — not simply like a digital display. Proto had proven their capabilities through past work with celebrities and athletes enabling life-sized, highly realistic presence – we knew it could deliver the level of quality required for a civic welcome of this importance.”
– Gabby Turner, Vice President, Marketing & Innovation, Bay Area Host Committee
Embodying Intelligence for Retail with Cisco at NRF 2026
At NRF 2026, Proto demonstrated what happens when AI moves beyond the screen and into physical space. In collaboration with Cisco and running on their Unified Edge System, a holographic AI avatar appeared as a life-size, real-time presence capable of natural interaction in high-traffic environments and in any language. AI is no longer confined to a display — it is now incorporated into where buying decisions are made. For retail, hospitality, and large venues, this marks a transition from passive digital interfaces to embodied intelligence that engages, assists, and reduces friction in the real world – and it is partnerships like this that make it even more powerful.
Welcoming the World to the Super Bowl – Holographically
Ahead of Super Bowl LX, Proto transformed San Francisco International Airport into a stage for innovation. Life-size holograms of Mayor Daniel Lurie and NFL legends Steve Young and Jerry Rice greeted travelers in Terminal 3, creating an unexpected arrival experience that blended civic pride, sports, and technology. Launched in partnership between SFO, the Bay Area Host Committee, and Gen City Labs for Super Bowl week, the installation is long term – establishing SFO as an ongoing showcase for immersive storytelling at scale.
Merck Puts Holographic Presence on the Main Stage
At a global leadership event, Merck demonstrated how a multi-billion-dollar enterprise can rethink executive presence. Pam Wong, a leader in responsible AI at Merck, beamed live from Hong Kong as a full-scale hologram, interviewed in real-time at Merck’s New Jersey Headquarter by CEO Rob Davis. Two locations became one seamless conversation. After the initial moment of surprise, the technology disappeared and the dialogue took over – a clear signal that holographic presence is no longer a novelty, but a viable communications platform for the world’s largest companies. The event previewed Merck’s use of Proto for public interactive disease awareness experiences, starting in Vietnam. Proto is increasingly being trusted not just for spectacle, but for substance at the highest levels of enterprise.
Expanding the Playing Field at the PGA Show with Proto
Los Angeles Times Interviews Proto Founder, David Nussbaum, on the Future of Holographic Presence
