Welcome to this month’s edition of the Proto Hologram Newsletter. This issue explores how digital humans are transforming fan engagement, customer experiences, and the future of AI interaction – from David Beckham and Brandi Chastain holograms celebrating FIFA World Cup 2026 to new activations across airports, cities, and live events. We’ll also share highlights from InfoComm, where Proto’s leadership discussed the growing role of conversational digital humans and the expanding spatial display ecosystem. Dierks Bentley’s hologram has also made its way to Nashville International Airport – welcoming travelers and promoting his brand, ROW 94 Whiskey. Lastly, Peoria Riverfront Museum brought Abraham Lincoln’s hologram to America’s 250th birthday. In this month’s Proto Perspective, Chief Product and AI Officer Raffi Kryszek explains why the next phase of AI is about making intelligence more human, accessible, and actionable through lifelike personas.
“The Proto Hologram technology makes it feel like I’m really there with travelers — and while I’d welcome every passenger in person if I could, this is pretty close!”
-Brandi Chastain, Olympic and World Cup Soccer Champion
Lenovo Presents AI David Beckham Hologram to Celebrate the World Cup
One of soccer’s biggest stars is touring the world via Proto. David Beckham’s AI hologram avatar is being showcased by Lenovo to demonstrate its role as an official FIFA 2026 World Cup Technology Partner. The first sighting was at the Hong Kong Jockey Club, where the real Becks posed with Hologram Becks – as reported widely in the local business press. The next sighting was just a flash in Downtown Los Angeles. Keep an eye out!
More Soccer: Brandi Chastain's Hologram at SFO
In a follow-up to Super Bowl LX and as part of the Bay Area’s welcome for FIFA World Cup 2026™ visitors and fans, SFO features two Proto Hologram installations in Terminals 2 and 3, with a new greeting from San Francisco Mayor, Daniel Lurie, and a first time greeting from two-time FIFA World Cup champion and two-time Olympic gold medalist, Brandi Chastain.
Brandi Chastain said, “Being turned into a hologram is pretty fun — but getting to help welcome fans to my home, the Bay Area, for the biggest sporting event in the world is truly special. I’m so proud to be part of a welcome moment that feels innovative, warm, and worthy of this region. “The Proto Hologram technology makes it feel like I’m really there with travelers — and while I’d welcome every passenger in person if I could, this is pretty close!”
Created by the Bay Area Host Committee and Gen City Labs in partnership with SFO, the experience is designed as a fun, warm, and innovative civic welcome.
David Nussbaum, Founder of Proto, Speaks at InfoComm
At the AV industry’s biggest event of the year in Las Vegas, David participated in a Vision Stage panel titled “Digital Signage: Where Loyalty, Data and Digital Experience Converge.” The conversation covered hologram advertising networks in malls, Olivia Rodrigo’s beam to Target for her record launch, Ozzy Osbourne’s family choosing Proto and Hyperreal to create his AI Avatar, and the ability to converse with customers in any language via Proto.
In a conversation with Florian Rotberg, Managing Director of Invidis, who heads the digital signage and out of home sector for InfoComm, Proto was credited “as one of the pioneers of holographic avatars – now increasingly grouped under the broader category of ‘digital humans.’” and that Proto helped establish a whole new category. Florian also discusses how Proto views new entries into spatial display as opportunities for scale and to advance Proto’s first-mover position as the software that runs the new digital human world.
Florian said, “David Nussbaum has repeatedly demonstrated a knack for identifying – and cultivating – new verticals where others see limitations… He continues to expand the horizons of what digital humans can achieve. A refreshing mindset in an unusual process oriented industry.”
More World Cup: Proto Beams Teams of Honduras & Argentina
Proto partner, Carlos Joya, presented holograms of iconic members of the Honduran and Argentinian teams in Tegucigalpa, capital of Honduras, in partnership with telecommunications giant Claro and advertising legend Ogilvy. The athletes challenged visitors to games of skill. “It wasn’t just an activation,” said Carlos. “It was an experience that was lived, felt and shared.”
Dierks Bentley's Hologram Welcomes Travelers to Nashville
Country music star Dierks Bentley is greeting visitors to Music City in a whole new way. This summer, Bentley’s life-sized Proto hologram is welcoming travelers at Nashville International Airport (BNA), sharing the story behind his ROW 94 Whiskey brand and directing guests to special tastings and promotions at The Pharmacy Burger Parlor in the A/B Rotunda, operated by travel dining leader HMSHost. The activation marks the second airport deployment for the hologram following its debut at Louisville Muhammad Ali International Airport last year. For Nashville travelers, it’s a uniquely local welcome – and another example of how holograms are transforming airport experiences.
Abraham Lincoln's Hologram at America's 250th Birthday
At the Great American State Fair, honoring the 250th Birthday of the United States, the most frequently cited positive feature was the State of Illinois’ Abraham Lincoln hologram. Speaking in a Proto Luma, he delivered the Gettysburg Address alongside dozens of citizens from all corners of the state talking about what it means to be American. The display was brought to the fair by the Peoria Riverfront Museum which has been utilizing Proto for a year – Abe will head back there after the D.C. event ends.