How can immersive experiences engage our senses without losing human creativity, authenticity or trust? Jani Jalonen, then CEO of Music x Media, and Emmi Jouslehto, Chief Technology Officer at the Architecture and Design Museum Helsinki, explore how spatial audio, interactive environments and digital storytelling can transform music, museums and public experiences. They also discuss AI-generated content, personalization, copyright, fair monetization, inclusive design and privacy, asking when technology crea