The Digital Transformation Lab combines biometric technology, artificial intelligence and immersive environments to understand how people react during service experiences.
Using the PRISM Virtual Simulation Room, the lab allows students, researchers and industry partners to explore how guests and employees experience a service interaction beyond what they report afterward.
About the lab
Transformative technologies
Technologies like galvanic skin response sensors and AI-powered voice analysis software measure physiological and emotional data in real time, capturing insights and reactions that traditional surveys often miss.
Immersive learning
Students can learn to navigate realistic hospitality scenarios, like a crowded hotel check-in desk or an emergency at a convention venue, with instructor support so they are more equipped to handle such situations professionally in the real world.
Innovative industry collaboration
Industry partners like hotels, restaurants and tourism organizations can use the lab to test new service concepts, pilot emerging technologies and study how guests respond before committing to large-scale changes.
Contact
For questions or lab scheduling, please contact:
Babak Taheri
Professor and Associate Department Head of Graduate Programs
Email: [email protected]
Phone: (979) 314-8053
The lab is located on the first floor of the Agriculture and Life Sciences Building, 600 John Kimbrough Blvd, College Station, TX.
