What happens behind the HYPE
Strategy
Creative Ideation.
Worldbuilding Architecture
Hyper-Media Consulting.
Mentoring
Design & Development
AI Hyper-fiction characters.
AI Brand Ambassadors.
Interactive Entertainment.
Social Media Shows
Live Experiences
International Speaking + Keynote
Interactive Live Events + Hyper-Media Entertainment
Guest Contributor
Emma Barbato, known professionally as Miss Em, is a New Media Creative Producer and Creative Director specialising in AI‑driven storytelling, character systems, and Social Worldbuilding. Her work spans generative technology, culture, and entertainment, designing original narrative worlds that unfold across platforms in real time.
She is widely recognised as an early architect of the emerging genre of hyper‑media, building AI‑native entertainment properties that behave like living performers rather than static content.
“I’ve waited 20 years for technology that finally allows us to build worlds where the viewer becomes the a co-creator in the story.”
In 2023, Emma created Bruce Ryder, Australia’s first custom‑built AI fictional celebrity. What began as a brand character evolved into a fully realised entertainment property spanning film, live appearances, merchandise, and licensed collaborations. In 2025, Bruce was awarded Best AI Influencer of 2025 at the Australian AI Festival, recognised for representing a new category of media beyond traditional metrics. The original worlds she has built within hypermedia and hyperreality have positioned her at the forefront of AI-native storytelling. As a result, she is regularly invited to speak at technology, media, and cultural forums shaping the future of narrative.
Through her studio, Miss Em.AI, Emma producers her own original works and also partners with brands, studios, and founders to develop original intellectual property, character‑led franchises, and narrative ecosystems designed for modern platforms. Her approach treats social channels not as passive feeds to manage, but as stages for story, performance, and cultural engagement with users.
Her broader slate includes The Shadow Players, an interactive hyperfiction universe exploring game‑based storytelling and audience participation currently in the making along with custom creative projects with aligned clients.
Her focus is not automation or operational AI, but authorship, using generative tools to design formats that deepen connection and build long‑term brand worlds.
Awards &
Mentions
BEST AI INFLUENCER 2025 Australian Ai Festival
LURZERS ARCHIVE 2026 First AI Edition
DISRUPT AI FILM FESTIVAL Finalist Long Film