How XR Technology Is Becoming Mainstream

This week's defining shift for me is that XR is a practical tool for reducing real-world risk. It helps people see what they are dealing with before they commit to a choice or an action. Teams can spot problems before they happen, drivers can get comfortable with harder scenarios before hitting the road, and shoppers can get a better feel for fit and style before purchase. Better awareness at the start tends to pay off later. This week’s news surfaced signals like these: 🏎️ Mercedes-AMG PETRONAS F1 is using TeamViewer’s AR tools to speed up how its test rigs are put together. Engineers can point a tablet at the setup and see step-by-step guidance placed directly on the hardware. The overlays come from the team’s CAD files and help staff check part placement and confirm that everything is ready before testing starts. 😎 Tom Ford Fashion has added an AR try-on feature for its eyewear on its online stores. The experience, powered by Perfect Corp., uses a person’s pupillary distance to show frames at the right size on their face. This gives shoppers a more accurate sense of how different styles will look and can help cut down on returns. 🚘 South Carolina State University opened a VR training lab for commercial drivers, using full-size simulators to prepare people for roadway hazards such as fatigue, congestion, and aggressive driving. The system also captures physiological data to support safety research and improve training design. Why this matters: Tools that help people understand things earlier can lead to better outcomes. XR does this by making moments that used to feel uncertain easier to anticipate. As more organizations adopt it, the technology becomes a powerful way to bring more confidence into everyday decisions. #spatialcomputing #XR #virtualreality #VR #augmentedreality #AR

𝗪𝗵𝘆 𝗩𝗶𝗿𝘁𝘂𝗮𝗹 & 𝗔𝘂𝗴𝗺𝗲𝗻𝘁𝗲𝗱 𝗥𝗲𝗮𝗹𝗶𝘁𝘆 𝗮𝗽𝗽𝘀 𝗯𝗲𝘆𝗼𝗻𝗱 𝗴𝗮𝗺𝗶𝗻𝗴 𝗮𝗿𝗲 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝗯𝗶𝗴 𝘁𝗵𝗶𝗻𝗴 🚀 For years, VR meant gaming. But things are changing—fast. Smaller, lighter, and far more portable devices are shifting the entire landscape. People want to take VR out of dedicated gaming rooms and into real-world applications. That opens up transformative possibilities across industries. 𝗧𝗵𝗲 𝘀𝗵𝗶𝗳𝘁 𝗶𝘀 𝗵𝗮𝗽𝗽𝗲𝗻𝗶𝗻𝗴 𝗻𝗼𝘄: We're seeing real-world impact in: ✦ **Workplaces**: Remote collaboration with spatial presence, 3D design review, virtual prototyping that saves millions in physical mockups ✦ **Healthcare**: Surgical planning with patient-specific anatomy, therapy applications reducing PTSD symptoms, pain management through immersive distraction ✦ **Classrooms**: Complex subjects becoming tangible—students manipulate molecules, walk through historical events, explore impossible-to-visit locations ✦ **Retail**: Virtual try-before-you-buy reducing returns by 40%, showrooms without inventory costs, personalized shopping experiences ✦ **Training**: High-risk scenario practice without real-world consequences—pilots, surgeons, first responders all training safely 𝗪𝗵𝘆 𝘁𝗵𝗲 𝘀𝘂𝗱𝗱𝗲𝗻 𝗮𝗱𝗼𝗽𝘁𝗶𝗼𝗻: Form factor evolution changed everything: 1️⃣ **Wearable devices**: Quest 3 weighs slightly more than 500g—comfortable for 2-3 hour sessions 2️⃣ **Quality passthrough**: High-resolution mixed reality keeps you connected to physical environment 3️⃣ **Instant setup**: No base stations, no wires, no dedicated space requirements 4️⃣ **Professional ROI**: Companies see measurable returns—faster training, fewer errors, cost savings 𝗧𝗵𝗲 𝗿𝗲𝗮𝗹 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆: Gaming proved XR technology works. Enterprise, education, healthcare, and creative industries are now adopting it because results are measurable: - VR training: 70% faster skill acquisition - MR architecture: 30% reduction in design revisions - AR surgery: 40% fewer complications The applications beyond gaming aren't just interesting—they're transforming how entire industries operate. What non-gaming XR application excites you most? #VirtualReality #AugmentedReality #XR #Innovation #FutureOfWork #Enterprise #DigitalTransformation #MixedReality #Technology #BusinessInnovation #Training

*** UPDATE: I’ve been testing the spatial photo feature, and so far it’s underwhelming. Despite tutorial videos indicating that photos should save as true 3D, that hasn’t been my experience at all. The images don’t appear to save with any actual depth. Apparently they're only viewable as spatial in the Apple Vision Pro. It’s possible this is user error, but I’m fairly tech-savvy. Additionally, when applying the spatial feature to existing photos, there’s no option to save the result. The only workaround I’ve found is to screen-record while physically moving the phone to create the illusion as a video. In its current form, this doesn’t feel like a gateway experience that meaningfully lowers the barrier to entry. Just my honest take. **** This week, Apple revealed its "Spatial Scenes" feature in iOS 26, allowing any iPhone user to give their 2D photos a genuine holographic effect with depth and parallax. While it may look like a cool photo filter, it's actually a masterclass in strategy. Here's the real business insight: By embedding this in the Photos app, Apple is training 1.3 billion users to expect and interact with dimensional content. This is how you achieve mass adoption—not with a $3,499 headset, but by normalizing spatial computing in the most personal, everyday context imaginable. This is the perfect "gateway" experience. It uses a familiar behavior (looking at photos) to introduce the fundamental concepts of 3D, holographics, and augmented reality. As users get comfortable with 3D wallpapers, they are being unconsciously prepared for a future of AR shopping, spatial collaboration, and fully immersive entertainment. From my perspective at Proto Hologram and as a member of the Themed Entertainment Association Western NA Division Board, I think we're at an inflection point. These types of immersive experiences and the technologies behind them are set to become mainstream expectations. When your customer expects depth and dimension in their personal photos, they will soon demand it everywhere—in retail, education, and at work. The barrier to entry for spatial content is about to evaporate. We're rapidly shifting from a world where spatial computing is a niche novelty to one where it's the standard. What do you think is the first application in your industry that will be transformed when users expect spatial experiences? How should businesses be preparing for this shift right now? #SpatialComputing #AugmentedReality #Apple #ThemedEntertainment #HologramTechnology

In AWE ...🥽 Just returned from AWE Europe, more convinced than ever that we are on the cusp of a reality-shifting moment in AI and XR. Here’s what I see coming—and why we need to start preparing now! 1️⃣ 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗲𝗱 𝗪𝗼𝗿𝗹𝗱𝘀, 𝗥𝗲𝗮𝗹 𝗮𝗻𝗱 𝗩𝗶𝗿𝘁𝘂𝗮𝗹: XR is evolving from a novelty to a part of our daily lives. Imagine a world where AI-driven augmented reality (AR) layers respond to your unique needs and preferences, reshaping retail, education, and social interactions in real-time. This personalized layer of reality is both exhilarating and unnerving - especially as our privacy and data become intertwined with these experiences. 2️⃣ 𝗘𝗻𝗵𝗮𝗻𝗰𝗲𝗱 𝗛𝘂𝗺𝗮𝗻 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻𝘀: XR offers more than immersive visuals. It can become a tool for empathy and understanding across cultures. As virtual worlds blend with our own, we will be able to see from others’ perspectives, strengthening our connections in unprecedented ways. But, let’s proceed with caution: there is a fine line between authentic connection and manipulation in curated XR experiences. 3️⃣ 𝗦𝗵𝗶𝗳𝘁𝘀 𝗶𝗻 𝘁𝗵𝗲 𝗪𝗼𝗿𝗸𝗳𝗼𝗿𝗰𝗲: We are already seeing demand for skills in digital storytelling, ethics, and human-centered design to make these experiences sustainable and inclusive. For professionals: now is the time to upskill and embrace these emerging technologies - XR will touch every industry, from healthcare to manufacturing. 4️⃣ 𝗘𝘁𝗵𝗶𝗰𝗮𝗹 𝗮𝗻𝗱 𝗣𝗿𝗶𝘃𝗮𝗰𝘆 𝗜𝗺𝗽𝗲𝗿𝗮𝘁𝗶𝘃𝗲𝘀: We are entering an era where companies will have access to our emotional data, preferences, and even our unconscious responses in XR environments. Ethical governance is not optional -it’s essential. We must prioritize transparency and consent to keep these digital layers equitable and safe for all. 5️⃣ 𝗧𝗵𝗲 "𝗠𝗶𝗿𝗿𝗼𝗿 𝗪𝗼𝗿𝗹𝗱" 𝗙𝘂𝘁𝘂𝗿𝗲: Imagine a city overlay that optimizes itself in real-time, improving traffic flow, resource allocation, and even environmental conservation based on live data. XR will allow us to create a “mirror world” that adapts to our collective needs. But we need to be cautious of bias. Data-driven realities are only as fair as the algorithms behind them. 👥 It’s time to start the conversation on responsible, ethical XR. The future of immersive reality is beyond cool - it’s game-changing. Let’s make sure it’s a future we can all trust and be proud of. #AWE2024 #XR #AR #ArtificialIntelligence #FutureOfWork

18.🚨XR Professionals – some key lessons from past waves of transformational technology to learn in 2026!🚨 👉 Adoption of breakthrough tech is never linear. Electricity, PCs, mobile and the web all endured hype → stagnation → quiet refinement → then sudden “of course we use this” normalisation. XR is on the same path. Here are 8 lessons from history to accelerate adoption now: 💡Play the long game Transformational tech matures over decades, not quarters. Build multi‑year roadmaps, not one‑off pilots. 💡Ditch the hype, prove the value Overpromising killed early waves of many technologies. Lead with evidence, not slogans. Make benefits measurable and repeatable. 💡Relentlessly remove friction Mass adoption follows when hardware is comfortable, onboarding is simple, and setup is boring (in a good way). Reduce cost, complexity and cognitive load. 💡Go vertical, not vague Computers won with spreadsheets, CAD and email—not “general purpose.” XR wins with targeted, high‑value use cases per industry and role. 💡Build the ecosystem, not just the device Every breakout tech rode an ecosystem: standards, content pipelines, integration, governance, skills. Invest there or stall. 💡Win hearts through familiarity People resist until they experience small, safe wins. Use micro‑scenarios, champions, and great training to build confidence. 💡Standardise to de‑risk Common frameworks, safety and interoperability reduce buyer anxiety and shorten procurement cycles. Make XR the safe choice. 💡Ride convergence Inflection points happen when complementary tech aligns. Pair XR with AI, better optics/sensors, edge/5G and cloud streaming to cross the chasm. _____The Bottom line: XR isn’t “behind schedule”—it’s following the same social adoption physics as every major wave of technology before it. 👉 Which lesson will you prioritise first this year—and why? #XR #AR #VR #SpatialComputing #ProductManagement #ChangeManagement #LearningAndDevelopment #HumanPerformance #DigitalTransformation #redlightxr

Apple is timing smart glasses for September. Meta has pushed Quest 4 to 2027. The tech press has decided VR headsets are dead. I would believe that if I weren't reading the NHS Supply Chain pipeline notices. In February, NHS Supply Chain quietly published a £210m framework for medical simulation devices and immersive technology. Lot 1 is virtual reality, augmented reality, mixed reality, and projection-based simulation. The tender publishes on 2 July, with contracts running from May 2027 to 2029, extendable to 2031. It is, by some distance, the most concrete public-sector XR commitment in the UK this year. It is also the opposite of where the headlines are pointing. The smart-glasses pivot, after the Sama annotation story in March (Meta Ray-Ban footage of bank details and intimate moments routed to Kenyan workers, with no real opt-out), is a business-model decision dressed up as a platform shift. An always-on camera on every face is what makes the unit economics of an ad company work. It is not what makes XR useful. Useful XR has a context. It trains a surgeon. It walks an apprentice through a procedure. It puts a potential donar in front of a village ravaged by rabies, a brand inside a showroom, a heritage collection inside a school. The £210m NHS framework is built on that premise. So is most of the work we have made for the last fifteen years. The headset is not dead. The "spatial computing on every face, all day" idea probably is more dead in the water. #SpatialComputing #XR #ImmersiveTech #HealthTech

Virtual simulations from game tech will increasingly be used for real-world applications Last week we at Andreessen Horowitz did a round up of the Big Ideas for 2025 Here was mine: Traditionally, games have been virtual world simulations designed for fun. Now gaming technology is extending beyond entertainment to transform how businesses operate. While gaming has long pioneered breakthrough technologies — from Nvidia’s graphics to Unreal Engine’s real-time 3D rendering — these tools are now solving critical business challenges. Consider Applied Intuition, a company built on Unreal Engine, which creates virtual simulations to train and test autonomous vehicles. Three forces are accelerating this shift: generative AI is slashing the cost of virtual content creation; advanced 3D capture technologies are digitizing real-world environments (aka digital twins); and next-generation XR devices are making immersive experiences practical for workers. The applications are already here: Anduril Industries leverages game engines for defense simulations; Tesla  creates virtual worlds for autonomous systems; BMW is incorporating AR in future heads-up display systems; Matterport revolutionizes real estate with virtual walkthroughs; Traverse3D helps companies unlock virtual interactive training for their workforce. Whether it’s training autonomous systems in virtual environments, helping consumers shop with 3D visuals, or scaling tomorrow’s workforce via simulations, I think game tech will infuse every sector in 2025

Google I/O just clarified its strategic vision for XR: a powerful, AI-driven Android XR platform poised to redefine human-computer interaction. This is less about new hardware, more about a fundamental shift in intelligent, ambient technology. From my vantage point in AR/VR and AI for sectors like Defence and Medical, Google's emphasis on Gemini AI powering everyday wearables is a critical validation. The Warby Parker and Gentle Monster smart glasses, featuring real-time translation, navigation, and smart capture, are not just fashion statements; they're the embodiment of proactive, context-aware assistance, moving XR into truly ubiquitous applications. This dual strategy, alongside Samsung's Project Moohan (standalone XR headset, Q4 with Snapdragon XR2 Plus Gen 2) and XREAL's Project Aura – is brilliant. It cultivates both immersive experiences and elegant, pervasive utility, essential for broad ecosystem growth. For innovators and developers, Android XR with Gemini Nano offers a robust, privacy-first foundation for building next-gen, agentic AI applications. This signifies a leap towards devices that anticipate needs, enhancing workflows across consumer and enterprise landscapes. This isn't just a consumer play; the implications for industrial applications – from advanced training to operational efficiency – are immense. What are your predictions for how AI-powered spatial computing will transform our industries? #GoogleIO #AndroidXR #XR #SmartGlasses #AugmentedReality #AI #GenerativeAI #GeminiAI #WearableTech #Innovation #TechStrategy #FutureOfWork #DigitalTransformation #YashBhalkar #SpatialComputing #EnterpriseAI

XR Failed for 15 Years. AI Might Finally Make It Worth Wearing. XR—short for extended reality, including augmented, virtual, and mixed reality—has been the “next big thing” since 2010. At this week’s Google I/O, they quietly unveiled Android XR glasses fused with Gemini artificial intelligence. No hype. No moonshot keynote. Just a product that might finally make XR useful. It got me reminiscing. Nearly 15 years ago, we partnered with Columbia’s computer science department to bring BIM into the field using AR. The software didn’t exist—we built it. The headsets cost $15K. Real prototypes. No users. Unaffordable. Unwieldy. Unaware. Unloved. We were too early. Why? Because XR never had what disruptive tech needs: The right tools, the right context—and social acceptance. Strap something to your face in a professional setting, and you’re not amplifying your presence. You’re blocking it. Just ask the Apple Vision Pro user quoted in The Wall Street Journal: “It looks like you’re wearing ski goggles at work.” He sold his $3,500 headset for $1,900 and doesn’t miss it. XR didn’t fail from lack of power. It failed because it got in the way. But that might be changing. Google’s new XR glasses aren’t just wearable—they introduce artificial spatial intelligence: AI that sees what you see, hears what you hear, and helps before you ask. If they’ve finally figured that out, the use cases could be game changing: •Data centers: Eliminate blind spots—thermal spikes, stray loads, cable faults—all shown visually in real time •Healthcare: Surgical assistance, patient history overlays, disease detection—an on demand AI clinician •Construction: Safety hazard analysis, progress monitoring, quality assurance—hands-free, on-site This isn’t about whether Google nailed it. It’s about whether XR finally has the ecosystem it’s always needed. XR didn’t fail from lack of vision. It failed by blocking the view. #AI #XR #SpatialComputing #IntelligenceAugmentation #SmartOps #BuiltEnvironment #DataCenters #HealthcareInnovation

Everyone loves talking about AR hardware. Mobile vs glasses. Phones vs headsets. Quest vs Vision Pro. But hardware alone isn't what drives adoption – user behavior is. After nearly a decade working in the space, I see three distinct categories in XR: 1. At-home AR: Your desktop & TV replacement. Will likely be dominated by productivity tools, shopping, and entertainment experiences, all in controlled environments. 2. Venue-based AR: Think theme parks, sports arenas, entertainment destinations. Places where people already expect magic to happen and where they're already primed for immersive experiences. 3. "Everywhere in between" AR: Digital layers over everyday life. AR-powered navigation. Virtual notes and relevant information presented to us as it is contextually relevant. At Illumix, we're focused on venue-based AR. Not because it's easy, but because it aligns with how people actually behave today and what they want. This matters more than ever as younger generations of “digital natives” reshape expectations around physical experiences. They don't want to be passive observers. They want to interact, influence, create. We built our technology to be hardware-agnostic for a reason. The winning factor isn't solely better glasses or sharper displays. It's understanding human behavior and building for it. Hardware will evolve. Consumer behavior will lead the way.