In the latest episode of What the Tech from Boast, we sat down with Sophie Jiang, CEO and Co-Founder of MoVA Realities. Her company is on a mission to solve what Sophie calls "the hardest problem in business": Turning audiences into champions who carry your story forward. We first connected with Sophie at SaaS North in Ottawa, where she took part in a pitch competition sponsored by Boast and TechTO and absolutely wowed the crowd.

MoVA helps businesses turn their brands into 3D experiences where human connection meets scalable innovation. Built on the science of memory and crafted with the elegance of technology and art, MoVA ensures brand experiences stand out in a world flooded with content, text, and noise.

Sophie's journey to founding MoVA is rooted in her architecture background at Princeton, where a cross-disciplinary accelerator program introduced her to the power of AR and VR and changed everything.

From Architecture to Entrepreneurship

Sophie was dedicated to becoming a licensed architect. That was the plan, at least, until she discovered entrepreneurship through an accelerator at Princeton University.

"I met my co-founders through different classes, and we were so amazed by this power of AR/VR and how it combines all of our backgrounds from robotics, neuroscience, architecture, and museum studies, all in one experience for people."

The team started experimenting in the arts and culture space. They brought one of their immersive experiences to a senior care facility in New Jersey—and that's when everything clicked.

"A 97-year-old grandma experienced our immersive trip to ancient Egypt. She said it reminded her of a family trip with her late husband 50 years ago. That was the moment we realized: good experiences really are better than taking a pill. Technology is doing more than just wowing people. It actually can connect us better and unlock those relationships and memories."

That insight became MoVA's foundation: experiences that create lasting memories drive deeper connections than any amount of content ever could.

The Science of Memory Meets Brand Storytelling

Fast forward to today, and MoVA has pivoted to brand storytelling, but the core insight remains the same. People crave presence. In a world flooded with content and noise, AR and VR offer something different: the ability to create interactive moments that stick.

"We see this huge potential in the brand storytelling space because people crave presence and AR/VR is such a great tool to catch attention, create interactive moments, and really tell stories that stick," Sophie explains.

MoVA's client roster spans an impressive range: Princeton University Art Museum, Matter Theater, Ernst & Young, Deloitte, Dell, and even Burning Man. The common thread? Organizations that understand authenticity and accessibility matter, even when you're talking about conversion, retention, and ROI.

As Sophie puts it: "We essentially consolidate that creative value and the human value and turn that into business value."

More Than Engagement Technology: A System for Connection

What makes MoVA different from other AR/VR solutions is Sophie's architectural thinking. She doesn't just see AR/VR as an engagement tool. She sees it as a system that can be blended into physical settings to fundamentally change how spaces work.

"We can design environments, both physically and digitally, that bring us closer and tell a better story and convert better in business terms."

This approach resonates particularly well in the conference and events space, where MoVA is focusing significant energy in 2026.

The conference challenge: How do you turn high foot traffic into meaningful connections and conversions? How do you make sure attendees actually engage with sponsors rather than just walking past booths collecting swag they'll throw away?

MoVA's solution: A predictable engagement engine that analyzes floor plans, optimizes layouts, and plants augmented reality activation points that guide people through venues to sponsors, increasing the likelihood of good conversations and conversions.

"We can analyze the floor plan and optimize it and plant those AR activation points so it can really guide people through the venue and to the sponsors, really increasing those likelihoods of having good conversations and conversions and really boosting the sales cycles."

Starting Better Conversations

At its core, MoVA's mission is deceptively simple: helping people start better conversations.

"When you experience something that wowed you, surprised you, or was delightful or rewarding—let's say we do a scavenger hunt around a booth, or a fun selfie—it creates a chance for brands to tell their story. And it's also a chance for people to share a piece of personal memory."

The magic happens when curiosity turns into connection. Instead of passive booth visits where people grab brochures they'll discard later, MoVA creates moments worth sharing: "Hey, I've seen something surprising at this booth. Come over, let's do something fun together."

These shared experiences create memories that last far longer than any marketing collateral ever could. And memories drive emotional decisions, which is ultimately what business is built on.

"A lot of times when we think about business, it's easy to talk about metrics. But what it really is is emotional decisions, and we still want to be with other humans."

The Power of Community and Presence

One of the most valuable parts of our conversation was Sophie's perspective on leveraging entrepreneurial communities. She's incredibly active, taking buses from Toronto to Ottawa for pitch competitions, showing up at Rocket Stage events at Toronto City Hall, and constantly engaging with ecosystem partners.

Her approach? Be genuinely present and curious.

"When I show up at scenarios where there's a lot of like-minded individuals or ecosystem partners, I'm very excited to learn from them instead of thinking 'I can pitch to them what I'm doing.' By offering my natural curiosities and excitement, people learn about who I am and they ask more questions and want to learn more about MoVA."

Sophie's advice: don't just show up to pitch. Show up to listen, support others, and be genuinely curious about their businesses. "You'll receive the same kind of respect and curiosity in return."

Her secret weapon? Improv comedy. "Join some comedy club and do some improv work. It really gonna help you being grounded in the present and be a good listener and put others in the frame. That has changed my mindset so much about being in the crowd."

The improv training paid off at SaaS North when a technical difficulty hit during her pitch. Instead of panicking, Sophie called it out, got everything back on track, and made the moment memorable—demonstrating exactly the kind of presence and quick thinking that MoVA helps brands create for their audiences.

What's Next: Transforming Conference Experiences

For 2026, MoVA is doubling down on the conference and events space. They're in active conversations with several Toronto-based organizers (names yet to be disclosed) about implementing their predictable engagement engine.

The vision: transform foot traffic into revenue for high-traffic spaces; not just conferences, but popup stores, retail environments, and airports.

"As soon as people say navigation, my head starts running. I studied architecture. I know how spatial planning works. I know how to guide people into certain spots or influence their behaviors by arranging rooms just slightly different. Our expertise really adds this very interesting solution to their current challenges."

Beyond conferences, Sophie sees applications anywhere people gather: retail popups, airports, and other high-traffic venues where creating memorable moments can drive measurable business outcomes.

Key Takeaways

Good experiences beat content every time – In a world flooded with text and noise, memorable experiences create connections that last.

Memory is a competitive advantage – Brands that create shareable, emotional moments turn audiences into champions who carry the story forward.

Physical + digital environments matter – AR/VR isn't about replacing physical spaces; it's about enhancing them through thoughtful design.

Business is emotional – Behind all the metrics and conversion rates, business decisions are ultimately driven by human connection and emotion.

Community requires presence – Show up curious, listen actively, support others—and you'll build genuine relationships that drive opportunity.

Improv makes you better at everything – Quick thinking, active listening, and staying present under pressure are invaluable entrepreneurial skills.

Sophie's Question for Future Guests

At the end of every episode, we're now asking guests to pose a question for whoever comes next. Sophie's question is profound:

"What is the biggest limiting thought of you, yourself, personally, that you have overcome that changed the business that you are leading?"

It's a reminder that entrepreneurship requires self-awareness and personal growth. The negative thoughts we overcome directly impact our ability to lead and build.

Listen to the Full Episode

Want to hear more about Sophie's journey from architecture student to AR/VR entrepreneur, how a 97-year-old grandmother inspired MoVA's mission, and why improv comedy is essential training for founders?

Listen to the full episode of What the Tech from Boast