In early December, the School of Culture and Creativity (SCC) hosted a lecture under its FUTURE+ series, featuring Prof Siau Keng Leng, Professor of Information Systems at Singapore Management University, and Prof Fiona Nah, a scholar specialising in human–computer interaction and AI applications. The speakers explored multiple dimensions of artificial intelligence (AI), immersive virtual experiences, and their implications for society, the economy, and human cognition. The lecture aimed to present the latest research and application trends of AI and the metaverse in creative industries, social services, and future lifestyles.

 Artificial Intelligence Development and Socio-economic Implications 

Prof Siau began by outlining the technological evolution of AI, systematically explaining the characteristics and developmental logic of Narrow AI, Artificial General Intelligence (AGI), and Artificial Super Intelligence (ASI). He noted that the emergence of AGI could trigger exponential growth in intelligent systems, bringing profound transformations to social and economic structures:

“Once you obtain a system that is as intelligent as humans, the next moment it may surpass human intelligence exponentially.”

In the fields of creative industries and financial technology, Prof Siau presented examples of AI applications in content generation (music, images, and video), investment analysis, risk management, and customer services, emphasising the potential restructuring of employment patterns, labour division, and economic governance. He further discussed issues surrounding Universal Basic Income (UBI) and human motivation in the context of population ageing, suggesting that “the ability to work effectively with AI may become more important than simply understanding the technology itself.” He also called on society, industry, and policymakers to prepare for the broader economic and labour transformations brought about by AI.

Prof Siau Keng Leng

 Immersive Experiences, Flow Research, and Human Psychological Mechanisms 

Prof Fiona Nah focused on immersive experiences and the psychological state of Flow in digital environments, examining how virtual environments shape cognition, emotion, and behavioural intention, as well as the role of AI in facilitating such interactions. She noted that even when material conditions are sufficiently met, individuals continue to work and learn in pursuit of social status and self-realisation, suggesting that UBI alone cannot fully replace intrinsic human motivation. Responding to discussions on whether an overly comfortable society might generate new challenges, she highlighted the importance of designing experiences that support Flow and well-being in future digital societies.

Prof Nah elaborated on the core mechanisms of Flow, including the balance between skill and challenge, clear goals with immediate feedback, intense concentration and cognitive control, and the interaction between intrinsic and extrinsic motivation. Flow can be triggered in various activities such as games, music, sports, and creative work, often generating self-rewarding experiences and positive behaviours such as helping others. As Flow is a dynamic process that cannot be fully captured through traditional questionnaires, her research team employs multimodal approaches, including electroencephalography (EEG) monitoring, surveys, and controlled virtual experiments, to assess users’ psychological states and optimise experience design.

In terms of virtual environment applications, Prof Nah’s research indicates that highly immersive 3D environments can significantly enhance user engagement and Flow experiences, though they may also interfere with information processing and brand recognition. By contrast, 2D environments tend to support more focused information delivery. She further demonstrated how Flow-oriented design in virtual environments can increase users’ behavioural intentions—such as brand awareness or the intention to visit or purchase—offering valuable insights for creative industries and digital service design.

Prof Fiona Nah

BNBU Provst Prof Patrick CHAU 与 Dean of SCC Prof Eugene CH'NG presented the speakers with gifts

The lecture not only presented the latest developments in AI and metaverse technologies but also provided valuable insights for teaching, creative practice, and research at SCC. Through interdisciplinary academic exchange, staff and students are encouraged to approach existing knowledge from new perspectives, apply it across different contexts, and explore further possibilities for innovation in creative and technological fields.