In recent years, the extended reality is gradually becoming popular in different enterprises, including IKEA, BMW, Adidas, etc. In general, modern companies use three main types of XR: virtual, augmented, and mixed reality.
VR allows a user to immerse themselves in a digital world using a headset. In augmented reality, you can place 3D objects into the physical world. And in mixed reality, there are more possibilities to interact with these objects both in real and virtual space. More detailed information about the difference between VR, AR, and MR you can read here.
Many enterprises which want to apply XR see some perspectives in these technologies. With extended reality, you can improve interaction with customers, provide a more realistic presentation of an item online and create a safer and more effective working process. According to Statista, the XR B2C (business-to-customer) market size in 2022 is estimated at 25,2 USD billions.
Industries That Are Affected by XR The Most
Mainly, the extended reality is mostly used in the following fields:
- Show business;
- Many other fields.
Sell Your Products With XR
One of the most popular ways to sell items are virtual shops and AR apps that allow trying products before buying. According to statistics by PC Magazine and Statista, 61% of customers said they wanted to visualize their clothes before purchasing. Another 54% of respondents wanted to know how large purchases, like furniture, would look like before buying it.
There are some fields, where extended reality can be applied in retail.
- Virtual try-ons. Famous Ukrainian online cosmetic shop Notino designed its own smartphone app, where you can both buy an item and try on its digital version with “virtual mirror” feature. Using selfie mode on a gadget camera, a user can find out how a shade of lipstick, blushes, eyeshadows, and other cosmetic products will look like.
Speaking about the use of VR by famous retail network. VR Furniture Visualizer by IKEA and XR Labs is the bright example of it. This exhibition is a part of physical shops, where every customer with VR headsets can design their own digital room. At the beginning, a user types in their contacts, chooses room type and size, and starts customizing it, from walls to furniture and decorative items. VR Furniture Visualizer is available for North Africa and Middle East shops only.
- Virtual shops. For example, the very first virtual shop was opened in Malaysia. VI-Mall Malaysia allows VR headset users to make virtual shopping in 150 shops, including large grocery store on the first floor. On the second floor, you can visit a digital cinema, where you can buy tickets and watch a movie in a cinema hall. On the third floor, you can see an event hall. A VR headset user can walk between the mall floors, using virtual stairs.
Here you can read more information about XR in retail.
Attract New Customers With XR Marketing
Extended reality allows companies to encourage new and regular customers to their products and services with interesting and non-standard ways. In this case, you can not only create a recognizable brand mascot, but also make it interactive. It can draw attention of your clients and business partners during conferences and presentations.
IT company Wylog designed its own corporate robot-shaped AR mascot in a mobile app. To activate the robot, you should point the camera to the horizontal plane, where you can place the digital model. The robot can walk, jump, hide, and roll into a ball. There’s also a function to change the mascot’s color in the app.
Another way to apply XR in marketing is an interactive virtual advertisement. Adidas used VR experience to promote sports clothes and shoes collection TERREX. Here, in a VR headset user can climb the Delicatessen route and follow famous climbers Delaney Miller and Ben Rueck. The Delicatessen route on Corsica island is considered to be one of the hardest mountain route. With Punta du Corbi peak, the Delicatessen maximal height is almost 1400 meters above the sea.
A different successful example of VR advertisement is Happy Goggles by McDonalds. It’s a virtual reality headset you can make from Happy Meal package. The goggles have a mobile ski game Slope Stars, released with the support from Sweden National Ski Team. This Happy Meal set had limited-time release in 14 Sweden restaurants.
“To celebrate the 30th anniversary of the Happy Meal in Sweden, McDonald’s Sweden has developed Happy Goggles. By re-folding the Happy Meal box, customers can create a pair of virtual-reality glasses which makes it possible to experience virtual reality with a smartphone”, McDonalds said in an official announcement.
XR Makes Building Projection More Comfortable
With the help of tools, provided by XR, you can simplify a building, room, and landscape designing. Also, extended reality gives architects a possibility to create a new project, considering the features of an area. And, with extended reality, you can fix serious issues in the early stages of a project.
Connec2 is a bright example of the virtual platform for architects. It extends a working space with virtual reality headset. In this platform, people interact with the help of digital avatars, that accurately recreate gestures and provide high-quality sound during speaking. Connec2 does not necessarily recreate a physical office. The virtual holodeck is both a place for workers to communicate and a space to thoroughly design a new architectural project.
In addition, there are some successful cases, when architects use augmented reality when they project new buildings. Therefore, with AR, you can consider the features of an area, where you want to build a house, and create more interesting and exciting presentations for colleagues and partners. DOF VR developed an AR app for making building projects and selling real estate. This app can show how a building would look both in the daytime and at night. You can also detach the digital model by layers, and develop and show every detail of the model. Using the gadget screen, the app gives the possibility to project 3D models on real estate magazine pages, on a 2D floor plan of the room, and other surfaces. In addition, using AR app, you can enter a digital version of a room with a smartphone or tablet screen.
Here you can read more about AR in architecture and design.
How To Promote Your Music and Reach Your Fans With XR
With extended reality, any singer or musician can provide an additional immersive experience for their performances and music videos. The more bright and memorable performance is, the more people will pay attention to an artist and their music.
Katy Perry’s live performance on American Idol is considered to be one of the loudest cases of using extended reality in show business. While she was singing her song Daisies, you could get an impression Perry got into a colorful dimension with moving walls and floating flowers. During the TV broadcast, more than 7 million people saw her performance. On YouTube, Katy Perry’s live version of Daisies reached almost 3 million views.
The live show was created with the help of XR companies PRG Studios and Silent Partners Studio. According to the creators, all the digital elements showed up in real time and reacted to the movement of cameras and the singer herself on stage. The whole performance was filmed on a LED screen stage, interactive 3D projections were superimposed into.
“From a creative perspective, the actual look and feel of the piece was a deceptively difficult effect to achieve”, said JT Rooney of Silent Partners Studios. “The graphics’ solid flat colors and simple textures actually made it difficult to complete the illusion of making the physical LED [backdrops] disappear and magically combine with a virtual environment”.
Some singers also organize special VR concerts for headset users. This technology is used by famous rapper Post Malone. His exclusive VR performance for Oculus headset users was called Post Malone’s Twelve Carat Toothache. A VR Experience was held on 15 July this year, as a part of his new album promo campaign.
In addition, some modern pop singers want to support their own fans not with live performances only. For example, Ukrainian IT company Sensorama developed a mobile AR app for famous singer Tina Karol. With this app and smartphone, fans of the artist can sing and dance together with a digital version of their idol.
Extended Reality Is A Key To Improve Healthcare
Extended reality also simplifies doctors’ work in private and government hospitals. With XR, you can make fast and effective injections (AR device AccuVein, for example), diagnose a patient, and even perform complex surgeries.
In Brazil, Rio-de-Janeiro, doctors managed to separate three-year-old conjoined twins Bernardo and Arthur Lima with virtual reality. Few months before the surgery, the doctors trialed the techniques, using twins’ digital projections, based on CT and MRI scans. During the surgery, Brazilian specialists, in collaboration with colleagues from Great Ormond Street Hospital in London, worked in the same “virtual reality room”, using VR headsets for more than 27 hours.
“In some ways, these operations are considered the hardest of our time, and to do it in virtual reality was just really man-on-Mars stuff”, said doctor Noor ul Owase Jeelani.
Using MR headsets Hololens, specialists can easily diagnose patients, perform surgeries, and teach medical students. Like, for example, they do in Cleveland Clinic.
“So, let’s say that we have a patient on the table, and we want to do some type of intervention. Using augmented reality, we can superimpose data onto that patient, see their CT scan or MRI”, said doctor Karl West, director of Medical Device Development Department of the clinic.
“And putting them all together in, integrating them to really come up with this virtual, three-dimensional see-through model”, said Frank Papay, the chairman of the clinic, and doctor of Dermatology and Plastic Surgery Department.
Also, virtual reality can be applied for the rehabilitation of patients, who survived stroke or serious injures. You can find out more about it here.
Extended reality has already found its place in many business fields, including architecture, marketing, healthcare, and retail. Extended reality provides more possibilities for workers’ training, bringing the audience to your own product, and simplifying the working process while creating new architectural projects.
Enthusiasts have introduced a remarkable feature that combines Sora’s video-generating capabilities with ElevenLabs’ neural network for sound generation. The result? A mesmerizing fusion of professional 3D locations and lifelike sounds that promises to usher in an era of unparalleled creativity for game developers. How It Works In the context of game development, it should have looked like this: Capture Video with Sora: People start by capturing video content using Sora, a platform known for its advanced video generation capabilities. Luma Neuron Transformation: The captured video is then passed through the Luma neuron. This neural network works its magic, transforming the ordinary footage into a spectacular 3D location with professional finesse. Unity Integration: The transformed video is seamlessly imported into Unity, a widely-used game development engine. Unity’s versatility allows for the integration of the 3D video locations, creating an immersive visual experience that goes beyond the boundaries of traditional content creation. Voilà! The result is nothing short of extraordinary – a unique 3D location ready to captivate audiences and elevate the standards of digital content. A Harmonious Blend of Sights and Sounds But the innovation doesn’t stop there. Thanks to ElevenLabs and its state-of-the-art neural network for sound generation, users can now pair the visually stunning 3D locations with sounds that are virtually indistinguishable from reality. By simply describing the desired sound, the neural network works its magic to create a bespoke audio experience. This perfect synergy between Sora’s visual prowess and ElevenLabs’ sonic wizardry opens up a realm of possibilities for creators, allowing them to craft content that not only looks stunning but sounds authentic and immersive. OpenAI’s Sora & ElevenLabs: How Will They Impact Game Development? The emergence of tools like OpenAI’s Sora and ElevenLabs sparks discussions about their potential impact on the industry. Amidst the ongoing buzz about AI revolutionizing various fields, game developers find themselves at the forefront of this technological wave. However, the reality may not be as revolutionary as some might suggest. Concerns Amidst Excitement: Unraveling the Real Impact of AI Tools in Game Development Today’s AI discussions often echo the same sentiments: fears of job displacement and the idea that traditional roles within game development might become obsolete. Yet, for those entrenched in the day-to-day grind of creating games, the introduction of new tools is seen through a more pragmatic lens. For game developers, the process is straightforward – a new tool is introduced, tested, evaluated, and eventually integrated into the standard development pipeline. AI, including platforms like Sora and ElevenLabs, is perceived as just another tool in the toolkit, akin to game engines, version control systems, or video editing software. Navigating the Practical Integration of AI in Game Development The impact on game development, in practical terms, seems to be more about efficiency and expanded possibilities than a complete overhaul of the industry. Developers anticipate that AI will become part of the routine, allowing for more ambitious and intricate game designs. This shift could potentially lead to larger and more complex game projects, offering creators the time and resources to delve into more intricate aspects of game development. However, there’s a sense of weariness among developers regarding the constant discussion and hype surrounding AI. The sentiment is clear – rather than endlessly discussing the potential far-reaching impacts of AI, developers prefer practical engagement: testing, learning, integrating, and sharing insights on how these tools can be effectively utilized in the real world. OpenAI — for all its superlatives — acknowledges the model isn’t perfect. It writes: “[Sora] may struggle with accurately simulating the physics of a complex scene, and may not understand specific instances of cause and effect. For example, a person might take a bite out of a cookie, but afterward, the cookie may not have a bite mark. The model may also confuse spatial details of a prompt, for example, mixing up left and right, and may struggle with precise descriptions of events that take place over time, like following a specific camera trajectory.” So, AI can’t fully create games and its impact might be limited. While it could serve as a useful tool for quickly visualizing ideas and conveying them to a team, the core aspects of game development still require human ingenuity and creativity. In essence, the introduction of AI tools like Sora and ElevenLabs is seen as a natural progression – a means to enhance efficiency and open doors to new creative possibilities. Rather than a radical transformation, game developers anticipate incorporating AI seamlessly into their workflow, ultimately leading to more expansive and captivating gaming experiences.
In the realm of art, visual experiences have long been the primary medium of expression, creating a challenge for those with visual impairments. However, a groundbreaking fusion of haptic technology and VR/AR is reshaping the narrative. Explore the innovative synergy between haptic technology and VR/AR and how this collaboration is not only allowing the blind to “see” art but also feel it in ways previously unimaginable. Artful Touch – Haptic Technology’s Role in Art Appreciation Haptic technology introduces a tactile dimension to art appreciation by translating visual elements into touch sensations. Equipped with sensors and precision, haptic gloves enable users to feel textures, contours, and shapes of artworks. This groundbreaking technology facilitates a profound understanding of art through touch, providing a bridge to the visual arts that was once thought impossible for the blind to cross. VR/AR technologies extend this tactile experience into virtual realms, guiding users through art galleries with spatial precision. Virtual environments created by VR/AR technologies enable users to explore and “touch” artworks as if they were physically present. The combination of haptic feedback and immersive VR/AR experiences not only provides a new means of navigating art spaces but also fosters a sense of independence, making art accessible to all. Prague Gallery Unveils a Touchful Virtual Reality Experience The Prague’s National Gallery has taken a revolutionary step towards inclusivity in art with its groundbreaking exhibition, “Touching Masterpieces.” Developed with support of Leontinka Foundation, a charity dedicated to children with visual impairments, this exhibit redefines the boundaries of art appreciation. Visitors to the exhibition, especially those who are blind or visually impaired, are invited to embark on a sensory journey through iconic sculptural masterpieces. Among them are the enigmatic bust of Nefertiti, the timeless Venus de Milo sculpture, and the immortal David by Michelangelo. What sets this exhibition apart is the integration of cutting-edge technology – haptic gloves. These gloves, dubbed “avatar VR gloves,” have been meticulously customized for the project. Using multi-frequency technology, they create a virtual experience where a user’s hand can touch a 3D object in a virtual world, providing tactile feedback in the form of vibrations. The key innovation lies in the gloves’ ability to stimulate different types of skin cells’ tactile responses, ensuring that users, particularly the blind, receive the most accurate perception of the 3D virtual objects on display. As visitors explore the exhibit, they can virtually “touch” and feel the intricate details of these masterpieces, transcending the limitations of traditional art appreciation. Future Possibilities and Evolving Technologies As technology advances, the future holds even more possibilities for inclusive art experiences. The ongoing collaboration between haptic technology and VR/AR promises further refinements and enhancements. Future iterations may introduce features such as simulating colors through haptic feedback or incorporating multisensory elements, providing an even more immersive and enriching experience for blind art enthusiasts. The collaboration between haptic technology and VR/AR is ushering in a new era of art perception, where touch and virtual exploration converge to create a truly inclusive artistic experience. By enabling the blind to “see” and feel art, these technologies break down barriers, redefine traditional boundaries, and illuminate the world of creativity for everyone, regardless of visual abilities. In this marriage of innovation and accessibility, art becomes a shared experience that transcends limitations and empowers individuals to explore the beauty of the visual arts in ways never thought possible.
Just envision a manufacturing environment where every employee can execute tasks, acquire new skills, and thoroughly explore intricate mechanisms without any risk to their health. What if someone makes a mistake? No problem—simply retry, akin to playing a computer game. How is this possible? In the swiftly evolving realm of technology, the convergence of Industry 4.0 and the VR/AR stack is demonstrating its transformative impact! Understanding Industry 4.0 Industry 4.0 represents a profound shift in the manufacturing landscape, driven by the integration of cutting-edge technologies. It embraces the principles of connectivity, automation, and data exchange to create intelligent systems capable of real-time decision-making. Key components include IoT, which interconnects physical devices, AI, enabling machines to learn and adapt, and data analytics for processing vast amounts of information. In the Industry 4.0 framework, machines communicate seamlessly with each other, forming a networked ecosystem that optimizes processes, reduces waste, and enhances overall efficiency. Enhancing Human-Machine Interaction The incorporation of VR and AR into Industry 4.0 significantly amplifies human-machine interaction. VR immerses users in a computer-generated environment, allowing them to engage with machinery and systems in a simulated but realistic space. AR overlays digital information onto the physical world, providing real-time insights and enhancing the operator’s understanding of the operational environment. These technologies empower workers to control and monitor machinery intuitively, reducing the learning curve and enabling more efficient and safer operations. By fostering a symbiotic relationship between humans and machines, Industry 4.0 with VR/AR integration drives productivity and innovation. Read also: Remote Inspection and Control App Realizing Smart Factories and Processes Smart factories, a cornerstone of Industry 4.0, leverage VR and AR technologies to visualize and optimize manufacturing processes. VR simulations offer a dynamic, 3D representation of the production line, allowing operators to monitor every aspect in real-time. AR, on the other hand, superimposes relevant data onto physical objects, aiding in quality control and process optimization. With the ability to detect anomalies promptly, these technologies contribute to predictive maintenance, reducing downtime and ensuring continuous operation. The result is a more agile and responsive manufacturing ecosystem that adapts to changing demands and maximizes resource utilization. Training and Skill Development In the Industry 4.0 era, workforce skills need to align with the demands of a highly automated and interconnected environment. VR and AR play a pivotal role in this paradigm shift by offering immersive training solutions. Virtual simulations replicate real-world scenarios, enabling workers to practice tasks without the risks associated with live operations. This hands-on, risk-free training accelerates the learning curve, enhances problem-solving skills, and instills confidence in workers. Additionally, VR/AR training can be customized to address specific industry challenges, ensuring that the workforce is equipped to handle diverse and evolving scenarios, contributing to a more versatile and adaptable workforce. The fusion of Industry 4.0 and the VR/AR stack not only revolutionizes manufacturing and industry processes but also reshapes the nature of work and skills required. As we navigate the complexities of the fourth industrial revolution, this symbiotic relationship empowers industries to achieve new levels of efficiency, innovation, and competitiveness. The immersive experiences provided by VR and AR, coupled with the intelligent systems of Industry 4.0, pave the way for a future where human potential is augmented by technology, creating a dynamic and responsive industrial landscape. The transformative impact of this integration extends far beyond the shop floor, influencing the very fabric of how we approach production, training, and problem-solving in the digital age.