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Enterprise AR Trends for 2020 and Beyond

What Is the Impact of Enterprise AR on the Business World?

AR has penetrated almost all the industries: automotive, professional services, education and training, retail, architecture, and healthcare. These are just a few core industries where professionals from junior to senior levels are working with AR tools.

Thus, it is worth looking at short-term and medium-term enterprise AR trends, to see where the business and professional world is heading and how the workplace will be transformed.

Here are some of the most important enterprise AR trends for the next few years:

1. AR Becomes the Norm for Frontline Workers

Workers are used to handling various tools and pieces of equipment in order to perform their tasks. These tasks cover manufacturing, maintenance, and troubleshooting and operating various industrial machines.

Very soon, AR headsets will become a regular tool for all these workers. As proven by various companies, augmented reality is an excellent medium for displaying instructions, offering expert support, and reinforcing safety rules.

2. AR Hardware Will Become Better, More Affordable and More Comfortable

This is one of the enterprise AR trends that everyone will profit from. As augmented reality is becoming more pervasive in all industries, hardware producers will come up with new, improved models of AR glasses. These new models will be more affordable, lightweight and easy to use, as well as more powerful, with improved performance.

Already, several top-level companies like LG, Apple, and Sony are joining the market of AR hardware producers, dominated so far by Microsoft and Magic Leap. This increased level of competition is healthy for the industry, not only for enterprise AR but also for consumer products.

3. One of the Ongoing Enterprise AR Trends: Retail Transformation

Consumers love AR as part of their shopping experience. Also, developers are constantly working on improving facial recognition, latency, and other factors to make product try-on more realistic.

As the last few months demonstrated, AR capabilities embedded in shopping apps and websites have kept sales going, even under difficult conditions. Thus, consumers will soon expect all fashion, cosmetics, furniture and home improvement brands to let them experiment with virtual objects before purchasing products.

4. Increased Mobility and Collaboration

Among other enterprise AR trends, this will be most beneficial in a post-COVID world. Through collaborative tools that allow object manipulation and editing, teams can work together without sharing a physical space.

With many employees still working from home, the possibilities offered by cloud AR services are endless. They will allow business to go on while people stay safe and comply with social distancing rules. At the same time, it will allow businesses to work with international clients and expand their market.

5. Enterprise AR Software Will Be More Specialized and Customized

Companies have understood that AR offers a competitive edge if it is implemented and used correctly. Thus, they are no longer satisfied with ready-made solutions. Developers will have the task to create highly specialized and customized solutions.

These solutions will serve each specific industry and meet the demands of corporations in terms of data protection, business processes, and specific work procedures. This is one of the enterprise AR trends that will continue over the year and differentiate top players from the rest of their competitors.

See original article on AR post. Enterprise AR Trends for 2020 and Beyond




Virtual Reality and Augmented Reality in Learning and Training: overhyped or new industry standard?

How Can VR Change the Training Industry?

Let’s take a look at how VR will affect the 70:20:10 model of learning. We know that classroom and e-learning modules only account for 10 percent of learning. Seventy percent of learning comes from tackling real-world tasks and problems. The other 20 percent comes from social learning via observation of others and feedback.
But what if learners could receive on-the-job experiences without actually being on the job? VR promises to do just that via a simulated environment.

Within the simulated environment, the learner must make on-the-spot decisions and respond to real-time stimuli. For example, learners in law enforcement will feel their hearts pound and their palms sweat during simulated live shooter scenarios. Your employees will stress over making the best possible decisions for your business by de-escalating angry customers or having difficult employee conversations. Even though it looks like a video game, it isn’t. It’s not about saving the world anymore, it’s about saving you money with the best trained talent. No other training medium can invoke authentic emotional responses like VR.

Is AR Just As Effective As VR?

Many of us have already experienced a primitive form of AR through Alexa or Google Home. Voice-activated tools augment our daily conversations by making the internet a conversation partner.

But AR is much more than voice commands. It can also superimpose virtual images onto the physical world. This augmented experience allows people to make different decisions. If we include chatbots, AR could provide a unique learning experience guided by a computer. It would be GPS navigation for learners.

Unlike VR, AR has already begun to change the daily practice of some professions. The FDA approved Opensight, a Microsoft AR-enhanced medical imaging product, which allows clinicians to overlay scans onto the patient and interact with the data in 3D. Similarly, Tradiebot developed an AR app for car mechanics that overlays the repair steps onto the physical car, then guides the mechanic through the repair. These innovations represent game-changing performance supports for certain professions.

Is the L&D Industry Adopting AR/VR Technology Right Now?

The 2019 Training Industry Report surveyed 240 U.S.-based education and training organizations. Here’s what they discovered about American AR/VR adoption:

15 percent of all organizations plan to invest in AR/VR technology.

1.6 percent of training is delivered with AR.

1.9 percent of training is delivered with VR.

23 percent of large companies use VR, and 11 percent use AR.

Less than 5 percent of small or mid-sized companies use VR, AR or AI.

As a whole, the industry is not seeing a rapid adoption of VR or AR. One widely used technological adoption model by sociologist Everett M. Roger suggests 5 phases of adoption: Innovators (2.5 percent), early adopters (13.5 percent), early majority (34 percent), late majority (34 percent) and laggards (16 percent). Currently, only innovators are using VR/AR.

However, if we only look at large companies, then the adoption picture changes. They appear to be entering the early adoption phase with 23 percent of them using the new technology. As the cost of AR/VR continues to fall, I predict more companies will adopt it.

Where does VR training give business the biggest boost?

Virtual reality training comes out of the educational method called “simulated training.” The aviation industry began using simulated training as early as 1929. They’ve continued to use simulated pilot training because the cost of fueling an airplane is still greater than the cost of an expensive simulation.

Like the aviation industry, educational institutions have been quick to adopt VR. Many schools and colleges cannot afford expensive laboratories. Virtual science labs provide a way for students to gain valuable laboratory experience without investing in high-tech lab equipment or materials.

For some industries, simulations allow employees to experience dangerous situations without actually endangering them. Construction workers can make dangerous errors in a virtual environment. Similarly, law enforcement officers can de-escalate life-threatening situations or react to emergencies virtually. Unlike a textbook, the simulated experience forces trainees to grapple with their own fears and emotional responses. Then, they won’t be panicking in a real-life emergency.

VR also represents an opportunity to quickly train medical professionals on new instruments or complex, new procedures. They can practice first using virtual instruments before performing the procedure on a live patient. Today, up to 30 percent of general surgeons are not yet ready to work independently at the end of their residency. VR training might help fill the gap for new surgeons.

Finally, large companies have begun to use VR for less dangerous, expensive or life-threatening skills. However, these skills still benefit from life experience. Walmart has created a VR Black Friday simulator to prepare their retail employees for the shopping holiday. Other companies have started to use VR to onboard employees by allowing them to experience their first day via VR before actually starting their job roles to reduce anxiety. Some of these skills, such as soft skills training, can be bought ready-made off the shelf.

Truly, the sky is probably the limit for the applicability of simulated training. That’s why I’m betting VR will eventually be a standard part of training like videos are today.

How do companies use AR now?

AR, unlike VR, requires the real world. AR simply enhances the real world experience.

The best example of AR in action are performance supports or job aids. Traditionally, when employees seldom used a process they would look at a laminated job aid. Today, with search navigation, we look it up. AR would take our walkthrough videos one step further by providing voice instructions and a virtual overlay to help guide us through the process.

What about processes employees do constantly? Can AR also improve them?

Research from the WHO on safe surgeries suggests using checklists improves surgical safety. AR could help perform safety checks in a variety of industries, such as general maintenance checks for machinery or safety awareness in warehouses.

AR also promises to engage learners during traditional coursework. Like Alexa or Google Home, learners could access more information to support personalized learning. They could also receive instant feedback by turning AR on to check their work. This feature could provide automated, scalable feedback to hands-on professionals in construction or manufacturing where assessing hands-on projects without expending a large number of resources presents a huge challenge. Voice-enabled AR could also lead learners through a process, even something as simple as onboarding.

Ultimately, this technology promises to improve the user-experience.

What do we need going forward for widespread AR/VR adoption?

Currently, AR/VR training tools need to be custom built by a firm or bought off the shelf. To be truly effective, companies need content authoring tools. Right now, instructional designers use tools like Articulate Storyline and Adobe Captivate. In the future, they’ll need tools for AR/VR.

Virtual and augmented reality have not seen wide public buy-in. VR headsets and AR glasses remain toys. Wider public adoption will facilitate wider adoption in the training industry, too.

From a design perspective, the headsets may also need to become more comfortable so workers like doctors or mechanics can use them for hours at a time. Prices for VR headsets and AR glasses also remain high.

Since only 1 percent of small-medium size businesses invest in VR training today, I expect we’ll see greater investment by these companies when prices drop. Given the return on investment for VR training, Josh Bersin suggests businesses focus first on the skills and competencies driving their core business. When trying to determine business-critical operations, I suggest small-midsize businesses think about where they stand to lose money. For example, manufacturing or construction companies lose money when employee errors create product defects. VR training on how to make those products could create substantial gains. Similarly, closing more sales would generate more revenue so it makes sense to invest in VR training for your sales team.

Should you invest soon?

Like most learning technology the answer is: “It depends.” Technology never offers a silver bullet. It’s a tool for your L&D team.




The Short-Term Roles of AI and AR in the Post-Pandemic Digital Landscape

The Short-Term Roles of AI and AR in the Post-Pandemic Digital Landscape

Even as the globe collectively works toward a return to business as usual – or as near an approximation of it as is possible in what’s likely to be a “new normal” – solutions that aid in the effort to maintain social distancing and other preventative measures will be paramount.

Office spaces will open for business and, eventually, consumers will once again be flocking to museums, shopping malls, and more and students will return to school.

However, what if there was a safer way to more slowly reopen the world without sacrificing the engagement, immersion and stories you’re looking to bring to end users?

With AI and AR, that could be possible.

Particularly in the case of AR (and its siblings virtual reality and extended reality), virtual experiences can be developed that deliver true immersion without unnecessary gathering or contact.

Picture a company’s workforce returning to the office for the first time. Social distancing measures will still be key, so employees need to remain apart while working, but information still needs to be disseminated, ideas still need to be shared, and connections still need to be forged.

What if there were specific points throughout the space where, simply by using their mobile device, employees could get access to real-time information about safety measures, meetings, and more? This same augmented reality signage could also be leveraged in other spaces, such as museums, offering customers a thorough way to guide themselves through the experience without ever having to break social distancing measures.

Similarly, augmented and virtual reality solutions could elevate the education experience, bringing labs and classrooms to students and allowing for remote learning unlike anything the world has seen before. While the digital equity gap would need to be addressed for such solutions to see truly widespread adoption, innovation and potential mass production of AR and VR-capable devices marches on continuously.

AI could fill a similar role in the practicing of social distancing, with machine learning and true artificial intelligence driving interactive experiences that don’t lean on direct, human-to-human communication. For every process or service that can be automated through an innovative and robust AI solution, that’s one fewer physical interaction that prevents social distancing – and often bogs down what could be a seamless experience.

This shift toward AI solutions could also benefit both employers and employees – with some processes, information sharing and more automated, more room will be left for sick employees to stay home, remote work to become a greater part of companies’ business plans for the long haul, and more.

In the immediate, post-pandemic world, then, the niche for AI and AR solutions seems to be clear – they will help us practice effective social distancing without detracting from effective communication and the creation of truly immersive experiences.

Read the full original article here.




Augmentor applications now open | Discovering and supporting next generation AR and VR companies

This is a unique opportunity for mixed, augmented or virtual reality companies with a commercial product, service or solution to join the 12 week programme. Successful applicants will receive technical and business mentorship, access to expertise and state-of-the-art facilities, as well as the opportunity to pitch at an exclusive investor showcase. The programme aims to accelerate business adoption and investment in the immersive sector in the UK.

Apply by 29 July: https://bit.ly/augmentor2020

 

Augmentor will support companies that can deliver immersive tools or solutions and are working closely with the following industries:

  • Architecture, engineering and construction
  • 3D design, production and tooling
  • Advanced manufacturing (for example robotics, automotive, aerospace, supply chain)
  • Data visualisation
  • Training
  • Utilities sector
  • Creative (for example entertainment, gaming, media)

Augmentor will help accelerate business growth of immersive B2B companies and drive impact through bespoke mentorship and workshop support from leading experts in the industry:

  • To increase companies’ investment readiness and confidence in the venture capitalist and angel landscape, Augmentor will engage with investment experts to help companies shape the best businesses propositions possible
  • To improve companies’ business confidence in the landscape, Augmentor will engage with industry experts to help companies build the right strategies and execution plans so they can drive your business further.

Cohort companies will finally showcase and pitch their businesses to industry and investment stakeholders at the Augmentor showcase on Thursday 28 January 2021.

Applications deadline: Wednesday 29 July at 23:59




Masters of Pie: Embracing Technology Enablers – Building the Collaborative Thread

Immersive Technology Inhibitors

The adoption in the Enterprise sector of immersive collaboration technologies is currently inhibited by a number of challenges;

AR and VR experiences are constrained by a combination of bandwidth and computing power resulting in either a distance limitation or tethered experience

Headset form factors are heavy, cumbersome and not fit for manufacturing and factory applications

The existing Enterprise IT may not support a high enough specification (personal computers GPU) to enable immersive experiences.

Enterprise infrastructure often does not have the connectivity bandwidth and coverage to support low latency streaming and the ability to manage the 3D data sizes and complexity.

The Enterprise 3D datasets are frequently not set up for collaboration, it may not be in easily accessible, easily shared locations, and the data is frequently tied to the associated authoring / editing tools.

Conferencing tools today such as Zoom, Teams, Slack, etc. have limited to no support for complex 3D data sets. Collaborating in real time on 3D data is currently not being addressed by conventional conferencing services.

Embrace New Technology Enablers – “Go Mobile”

The adoption of virtual GPU and rendering in the cloud for remote streaming allows users to untether their immersive devices and go mobile. In this article, NVIDIA’s Senior Manager for Enterprise XR Greg Jones explores how NVIDIA Cloud XR will accelerate this digital transformation. The receiving application on the device itself may be lightweight and leverage the cloud (public or private) to do the heavy lifting to ‘drive’ the application. The Radical cloud configuration leverages the capabilities of the cloud and edge compute to render the images on the server-side and then stream the output to the mobile device (AR, VR, mobile and desktop).

This removes the need for any data to be present on the mobile or local device for both efficiency purposes (easy to send a simple browser link for collaboration) and security (no data footprint on the device).

The roll out of low latency 5G technology in combination with server side rendering will open up the potential to stream to immersive devices such as AR and VR. Radical is already able to stream the immersive experience to the browser for mobile and desktop consumption, as the frame rate requirements are lower and would be supported via 4G and current WiFi connectivity.

Read the full article here. Embracing Technology Enablers – Building the Collaborative Thread

See more about the work of AREA member Masters of Pie  on their AREA member profile.




AREA members collaborate with PwC in Report: Exploring the role of smart glasses in the “new normal”

Teleworking is only possible thanks to technology and it’s just one example of how people can continue to operate and communicate with no need to be in the same physical location. Other examples include the use of wearables to maintain machinery and other industrial assets. Should there be an issue, an operator can simply take a photo and send it directly to an expert at another location who can then provide instructions on how to fix it.

As well as enabling experts to be “in” many locations at once, using technology in this way also enables manufacturers to continue to call on the expertise of more experienced specialists for longer. Something that may be of real interest as governments raise the pension ages for workers. Not able – or not wishing – to be out physically in the field, older experts can continue to deliver support remotely.

The advent of smart glasses takes this to a whole new level. An operator wearing smart glasses can share what they see with an expert at a distance in an “I can see what you see” mode rather than via an image, enhancing the operation functionality of handsfree workers. This is exactly what PwC’s been working on for Signify along with Luxexcel, Open Manufacturing Campus, and AREA Members Proceedix and Iristick.

We’ve combined our expertise to deliver a smart glasses solution – with prescription lenses tailored to the user – for inspections on the shop floor, making the process voice-activated and entirely handsfree. The results of the project could have far-reaching implications not just for Signify, but for manufacturing firms around the world, and indeed elsewhere.

Let’s consider today’s COVID-19 pandemic. Healthcare professionals around the world are working around the clock to help save the lives of those impacted. And are putting themselves at risk of infection in the process. Alongside the risk of infection, their physical presence limits the number of patients they can treat as it takes time to move physically from one location to another.

Why not bring in smart glasses? The number of people who need to be physically present at a patient’s bedside could potentially be reduced. In this way, smart glasses provide a solid solution to enable more people to literally stay home and save lives. Already in China’s Zhejiang province, smart glasses with built-in thermal imaging capabilities are being used to screen the body temperatures of crowds to help identify COVID-19 cases in hundreds of people in minutes.

There can be little doubt that when we emerge on the other side of this crisis, the new normal we’re faced with will be very different to what we’ve left behind. And technology will play a leading role in what that new normal will look like. There remain questions around the use of smart glasses in terms of required IT infrastructure, insurance, legal concerns and more, but that shouldn’t prevent us from already considering their role in the future. We’ve adapted quickly to this crisis, perhaps it’s time to seize the opportunity to rethink the way we live and work and start designing that new normal already.

 




AR Training Simulator Software 2020 Strategic Assessments – Proximie, Upskill, Imaginate, SimX

AR training simulator software are intended to train users for a certain role in a partially virtual environment. Trainees utilize the augmented reality in these solutions to learn the vital skills needed for a new job. These differ from virtual reality training simulators, as the latter provides training simulations to users in a completely immersive, virtual environment. By integrating 3D images into the real world using a phone or other mobile device with a camera, AR training simulators replicate real-life situations, which makes the learning experience more retainable and engaging.

Market Drivers include increasing Demand for AI-Based Applications.  Growing Interest of the Large Tech Companies in AR Training Simulation.  And thirdly, rising demand in Training and Skill Development by Various Companies to Train Employees for Certain Jobs.

Market Trends include High Adoption Of 3D visualization In Medical Sector and an upsurge in Demand from AI-based Applications in Retail and E-commerce Sector

Restraints revolve around Limited User Interface (UI) Affecting the Navigation Performance of AR Applications

Opportunities include Rising Expenditure in Training Simulation Technology. Technological Advancement and Development in the AR and Rising Adoption of the AI Technology

Current Challenges were found to be Low Adoption Rate due to Privacy Issues and Complexities in the Design and a lack of Skilled Working Professionals

Free Sample Report request link.




Scope AR Cofounder and CEO discusses how the coronavirus is strengthening the case for enterprise AR

The business disruptions caused by the pandemic highlight an opportunity for augmented reality (AR) tech firms to step in and help organizations maintain operations.

AR’s ability to link the digital and physical worlds and empower real-world collaboration makes it primed to preserve enterprise operations in this time of need. Already, companies are racing to embrace AR technology — and we think we could see a lasting impact on enterprise AR adoption that extends beyond the pandemic.

Business Insider Intelligence spoke to Scott Montgomerie, cofounder and CEO of Scope AR, to discuss the impacts of the coronavirus pandemic on Scope AR’s business and how the firm is strategizing in response.

Through our conversation, we discussed what has changed for Scope AR in the past few weeks, how companies such as telecoms are changing their business strategies amid the crisis, and what these changes mean for the enterprise AR industry in the long term.

Read the interview on Business Insider.




Statement from Microsoft on Supporting Manufacturing Community during COVID19

While many manufacturers face challenging disruptions to supply and demand in their businesses, some are reconfiguring their production, supply chains, and services to deliver critical supplies such as:

Access the original article by Microsoft.




Why AR and VR usage is expected to grow in 2020

According to the Worldwide Quarterly Augmented and Virtual Reality Headset Tracker, while the market for these products is likely to decline by 10.5% in the first quarter of this year followed by a further decline of 24.1% as a result of supply chain disruptions created by the current global situation, there will be a rebound later in the year with growth of 23% globally in the market, up by nearly 24% on last year.

For any vendor in any of the workplace technology sectors these figures would be welcome. But AR and VR are the new darlings of remote workers and are pushed by the combined forces of the consumer and the enterprise market. “Much of the supply chain for AR and VR headsets is shared with smartphones and PCs and many of these products are facing supply constraints as factories are operating at much lower capacity resulting in component shortages,” said Jitesh Ubrani research manager of IDC mobile device trackers.

“However, the spread of the virus is having the opposite effect on demand as an increasing number of consumers and employees stay indoors and look to AR and VR solutions for ways to collaborate with colleagues and entertain themselves and their families.” He added that interest in VR within the enterprise continues to grow as more companies use the technology to drive a wide range of training initiatives.

Connecting Real and Physical

There is a number of interesting aspects to this report, not least of which is the fact that late last year Gartner predicted that by 2022, 70% of enterprises will be experimenting with immersive technologies for consumer and enterprise use, and 25% will have deployed them to production. “Digital transformation in the workplace is edging towards an inflection point as enterprises are incorporating immersive solutions that connect the real world with the virtual world,” Maria Pardee, Tysons, Va.-based DXC Technology senior vice president and general manager for workplace and mobility said in a statement “We’re re using the power of AR, VR and MR to align the next-generation digital capabilities employees want so they can be more mobile and independent, with the critical security, production prowess and agility that today’s businesses demand.”

Globally, and again according to Gartner, through 2028, conversational platforms, which change how users interact with the world, and technologies such as augmented reality (AR), mixed reality (MR) and virtual reality (VR), will lead to a new immersive experience. AR, MR(Mixed Reality) and VR show potential for increased productivity, with the next generation of VR able to sense shapes and track a user’s position and MR enabling people to view and interact with their world.

Eventually, the technology and thinking will shift to a point where the experience will connect people with hundreds of edge devices ranging from computers to cars.

AR/VR Proof of Concept

Vaclav Vincalek is a partner with Canada-based Future Infinitive. He told us that IDC’s predictions are no great surprise in that we are most of the way towards developing enterprise AR/VR proof of concept. “We’ve seen Google Glass (its rise and fall) and the coming of newer, better, cheaper products that aim to do similar things. VR is of course already gaining ground in gaming, but also in the entertainment sector and in high-tech training programs by the armed forces, aviation companies” he said.

What is happening now is more and better commercialization. The critical part will come with B2B rather than B2C for the VR segment. “You can easily imagine energy and resource extraction companies and mining firms investing millions in this technology, to make their operations more efficient and profitable” he said.

As an example, he points out that VR/AR products are a perfect fit for a college providing training for technical roles. Imagine you’re learning how to fix engines. How many engines could they bring into the workshop, if you needed to learn more engines to understand the differences between them? Suddenly, you have access to 100 engines and an infinite simulator.

He points to the fact that there is a global shift where workers are moving from working in offices to working from home. However, for many field service jobs, this model is challenging as the job requires an expert to be physically present at a site – so there is a bit of a distance barrier to overcome.

AR and VR solutions is the answer to these logistics challenges as it allows professionals whose job is to be there in person, such as field inspectors, technicians, production line managers and medical specialists, to conduct their jobs remotely without compromising accuracy, effectiveness or productivity.

Mobile WebAR

There are other developments too that will help the situation. The global market of WebAR-compatible devices is approaching three billion and as standards continue to improve, mobile WebAR is set to become a key delivery platform for immersive experiences in the coming months and years, said Caspar Thykier, CEO and co-founder of  Portland, Wash.-based Zappar

He says this will be fueled by smaller businesses who don’t have the budget to maintain an app and large CPG brands who have no need for one. However, it’s worth noting that while WebAR is a promising technology, some content is still best served through native apps — think loyalty apps for retailers, fan apps for sports or gaming apps. Most importantly, together both technologies will drive more mainstream adoption of AR.

AR, VR and 5G

Behind all this is 5G and how it will affect a vast number of industries. AR is no exception. What has many excited is 5G’s ability to remove AR’s reliance on a strong WiFi signal, allowing for greater flexibility in use case and environment. “In 2020, we can expect 5G to super-charge AR campaigns designed for use in live and outdoor environments, such as conferences, concerts, and sports games — spaces where reliable Wi-Fi connection is currently a luxury. These activations would be greatly improved by the power and speed of 5G, while allowing designers to further push the boundaries of their creativity,” he said.

He also predicts that the media world will begin to wake up to the power of AR as a programmatic ad format for greater engagement and interaction. We’ll also begin to see the creation of a whole new outdoor AR landscape for advertising, governed by new rules of permission and usage. In other words, as with every year, there are going to be more instances of people having that light bulb moment for how AR can work for them.

AR and VR solutions are slowly progressing from buzzwords to having legitimate use cases, but seamlessly blending digital experiences and physical retail in a realistic manner can be a complicated, Joe Rohrlich, CRO at Austin-based Bazaarvoice told us recently. 

At this point, the retail industry doesn’t appear to be fully ready for widespread AR integration, and with brands and consumers not seeing them as critical to the shopping industry, it could remain this way for the foreseeable future. However, while much of the retail industry may not yet be ready for AR and VR, it’s clear that even having these conversations is showing brands’ commitment to innovation and providing unique experiences for modern consumers.