XR Trends That Bring Business
Jul 24, 2024
The XR technology is reshaping consumer experiences, but also revolutionizing business models and opening up new revenue streams. This overview explores five key XR trends that forward-thinking businesses can't afford to ignore: XR-Integrated Generative AI, Digital Humans, Augmented Reality Advertising, AR/VR Learning, and Spatial Computing. Each of these technologies tackles a unique challenge that companies deal with. Do you need to enhance productivity, engage customers, or do you want to pioneer new markets? Consider the following:
XR-Integrated Generative AI
Generative AI is currently on a spike, penetrating perhaps every industry. Unlike traditional AI systems that operate with predefined parameters, generative AI possesses an ability to create content and interactions on the fly. It's like having a creative genius working in real-time, constantly adapting and evolving based on user inputs and environmental data.
In XR, generative AI is the secret sauce that brings virtual worlds to life. Every element – from the landscape to the characters – can adapt and respond to your presence when powered by AI. This technology makes hyper-realistic avatars that mirror human emotions, we can generate entire worlds based on user interactions, and even create AI-driven narratives that unfold uniquely for each user.
The impact of generative AI has been profound, particularly in gaming, education, and professional training. And as generative AI advances, it integrates further with XR technologies, and therefore betters its capability to create better digital experiences – more realism, improved interactivity, and personalization.
Digital Humans
Digital humans are hyper-realistic, CGI-created characters we are usually used to encountering in virtual spaces. Many people might see them as gaming characters, but that is no longer the case. They are already successfully grounded as functional elements across many business sectors. What do digital humans do?
They can be for example virtual influencers, and since they are powered by advanced digital human technology, they are effective as tools for brand communication. The digital personas can be precisely crafted to embody specific brand identities, characters, personalities, which gives companies freedom in choosing how they want to engage with audiences. In the entertainment industry, virtual production studios use them to integrate lifelike characters into films or create augmented reality concerts. It’s a new kind of storytelling and live performance, as an immersive experience with a taste of science fiction.
Going beyond entertainment, AI-powered digital humans can “work” as sales assistants, customer support or other kinds of service workers. In corporate settings, digital humans can be in employee training programs. The e-commerce sector stands to benefit significantly as well. Digital humans elevate online shopping experiences due to pre-programmed personalized guidance and support capabilities. It’s digitally convenient and has the human touch of in-store interactions.
Augmented Reality Advertising
Augmented Reality (AR) advertising has become remarkably popular recently, as it truly captures the imagination of marketers and audiences. It is so powerful because it combines digital illusion and creativity to create campaigns that blend with the physical surroundings.
AR advertisements are therefore transforming public spaces into interactive canvases. Having the opportunity to become a part of an immersive experience attracts viewers on a profound level. How does it work? These are overlays with digital elements plastered onto the real world, and of course, these campaigns drag passersby in to pause, interact, and connect with the brand message.
What sets AR advertising apart is its ability to create memorable, and also shareable moments. Imagine walking down a city street and suddenly you encounter a lifelike digital character promoting a new film, or seeing a product come to life in 3D right before your eyes. This usually not just captures attention but also prompts social sharing, which organically extends the reach of campaigns.
The popularity of AR in advertising can be attributed to its ability to cut through the clutter of traditional media, which is saturated with conventional ads. AR offers a fresh, new experience that captivates and entertains. On top of that, AR advertising provides valuable data insights, which helps marketers track engagement levels, interaction times, and user behavior for optimized targeting of audiences.
AR/VR Learning
The future of education is breaking free from traditions, and that is true across all industries that require an educational component. The beauty of XR-based learning lies in its ability to create consequence-free environments. You can make as many mistakes as necessary, learn from them, and perfect your skills without any repercussions. Virtual space is a safe space for experimentation that allows you to build your confidence and competence, which ultimately leads to better-trained professionals.
Industries range from manufacturing to aerospace where these technologies are being adopted rapidly. XR's power also lies in its ability to shift learning from theoretical to practical. Instead of reading about a concept, you can experience it firsthand in a virtual environment and practice there. This hands-on approach leads to better retention and understanding.
Spatial Computing
Simply put – spatial computing is about the interaction with digital content that breaks us free from the flat screens. This is the technology responsible for management of digital elements as if they were tangible objects in the physical environment, and it mainly applies to the mixed reality modality.
You can rearrange virtual furniture in your living room with a wave of your hand, or collaborate with colleagues on a 3D project in a shared virtual space – and maintain awareness of your physical surroundings at the same time. At its core, spatial computing relies on an interplay of three elements:
Spatial mapping – XR devices like headsets and smart glasses use cameras and sensors to create a digital representation of your physical environment, which allows virtual elements to interact with the physical world
Object recognition – The system has the ability to identify and understand real-world objects and then integrate the digital or virtual object into it.
Hand and gesture tracking – Sensors track your hand and body movements, which creates a basis for manipulation of virtual objects using natural gestures.
The applications of spatial computing is wide:
Architecture and construction – you can visualize and manipulate life-sized building plans directly on the construction site
Medicine – surgeons can enhance their precision by practicing procedures with holographic overlays, or access patient information during operations without breaking sterile environments
Education – teachers can use immersive learning experiences like 3D models of historical sites or biological models
Manufacturing and engineering – for efficient prototyping and design processes with real-time collaboration on virtual models
Companies that embrace these technologies seem to gain significant competitive advantage. Be a forward-thinking leader – consider integration of these technologies to upscale your business.