Alfred, an AI Digital Human for Merck
Merck created Alfred as a custom AI-powered Digital Human to welcome guests, share company information and hold natural conversations.
Designed as a digital brand host, Alfred works across showrooms, events and corporate locations, creating a consistent, interactive brand experience wherever he appears.
Meet Alfred, Merck’s Digital Human
Alfred brings Merck’s company communication to life through a Digital Human visitors can interact with in real time.
Creating an interactive brand experience
Beyond static displays
Merck has a wide range of knowledge, innovations and stories to share. The usual answers are a film on a loop or a member of staff repeating themselves all day. Neither answers the question a particular visitor actually has.
What we built
Alfred, an AI-powered Digital Human for Merck. Visitors speak with him and he responds in real time, sharing approved company information and taking follow-up questions.
Created once, used everywhere
Alfred is used across events, exhibitions and locations, from Darmstadt to South Korea, with content and language adjusted per location.
Controlled Content & Long-Term Value
A brand character carries the company's name, which makes approval a legal question as well as a marketing one. Alfred works from approved company information, with defined topics, tone and behaviour, and declines anything outside that scope in wording agreed in advance.
He does not learn from visitors. Nothing said to him at an event becomes part of what he says at the next one.
The project is the clearest case for how brand budgets should think about this. A stand build is spent once. A character is built once and then keeps being used: at headquarters, at an event, at a site on another continent, with content and language adjusted per location rather than produced again.
Discover How It Works →Alfred Meets the Minister
Prof. Dr. Kristina Sinemus, Hessian Minister for Digitalization and Innovation, meets Alfred in a real-time conversation. When she corrects the pronunciation of her name, Alfred understands and responds.
In the news
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Real characters, real institutions.
Alan Turing
Museum für Kommunikation Frankfurt. Shortlisted for the DigAMus Award 2026.
Read the Case Study →
Joseph Haydn
Schloss Esterházy and Burg Forchtenstein. A Talking Paintings Lite character.
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Prince Esterházy
Schloss Esterházy, Eisenstadt. Shares his own family history with visitors today.
Read the Case Study →
Vincent van Gogh
Created for “Vincent: Between Madness & Wonder” by Alegria Exhibition.
Read the Case Study →
Alfred for MERCK
A Digital Human brand host. Created once and used in Darmstadt and South Korea.
Read the Case Study →
What is Alfred for Merck?
A custom AI-powered Digital Human that works as Merck’s digital brand host, welcoming guests and answering questions from approved company information.
Where can Alfred be used?
At showrooms, events, exhibitions and corporate locations. He has been used in Darmstadt and South Korea.
Can the same Digital Human be reused for different events?
Yes. Content, languages and topics are adapted per event or location, without producing a new character.
How does Merck control what Alfred says?
He answers only from approved company information, with defined topics, tone and behaviour, and declines anything else in agreed wording.
Does Alfred learn from conversations with visitors?
No. What visitors say does not become part of his knowledge.
Give your brand a voice
Your founder. Your mascot. A product expert. A character from your company history, or someone created just for the experience. Tell us the idea and we will discuss the right character, content, hardware and setup.