A photo booth that ‘transports’ visitors to absurd locations and prints out a ‘wish-you-were-here’ postcard will also be included.

“We’ll explore the many ways that email has impacted and reflected our cultural landscape and Art and Film and TV and deepen our understanding of the connection that we have with people and with brands around us,” Taite added.

Running for a month from the end of September, a Mailchimp brand campaign is also planned to be released prior to doors opening at the exhibition, while the company also plans to partner with thought leaders to explore how artificial intelligence and automation are being used by marketers too.    

Included in the development of the exhibition was Wink Creative (Intuit Mailchimp’s in-house creative agency) alongside Something Special Studios and Event Concept, which handled fabrication and installation elements.

The impact of AI on email

According to research released by Intuit Mailchimp and Forrester earlier this year, 88% of marketers believe their marketing organization must increase its use of automation and AI to meet customer expectations and stay competitive.

Taite believes that the technology will benefit the quality of email interactions produced in the future by marketers but highlighted that AI’s abilities depend on the data that trains it.

“Our data gets better with every interaction that we have with our customers, so we’re using it from a tool perspective to automate some of the mundane tasks that enable scale and resourcing for our customers,” she revealed about how it was being used internally.

Taite also highlighted the benefit for marketers of being able to automate, segment and personalize at scale using the technology.

And for email, she believes AI will help develop better connections through the quality of design, words and experiences it can help produce … We’re facing an all-time high as consumers are really upping the bar—what do they read? What do they interact with? What do they engage with? And there’s a shift to say, ‘Well, now you have to be better than ever and more meaningful and more concise” to be able to create those deeper relationships.”