„Extended Reality (XR): Background, Evolution, Strategic Applications, and Future Perspectives“

Executive Summary

Extended Reality (XR) is a comprehensive technological category that encompasses Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR). This technological convergence is redefining human interaction with both digital and physical environments, offering immersive and contextually rich experiences. From its origins in the 19th century with the stereoscope, XR has evolved through military simulators and consumer devices, overcoming challenges to re-emerge strongly in the last decade, driven by advances in hardware, software, and connectivity.

The applications of XR are vast and transformative, spanning entertainment and video games, as well as education, industry, healthcare, and marketing. In the marketing field, XR has demonstrated its ability to generate highly engaging and memorable customer experiences, as evidenced by successful cases of global brands. For sectors like pharmaceuticals, XR offers disruptive potential in critical areas, including remote educational updates for medical professionals, drug research and development, manufacturing optimization and quality control, enhanced patient engagement, and the creation of innovation labs.

Looking to the future, XR is heading towards greater convergence, deep integration with Artificial Intelligence (AI) and digital twins, and expansion driven by 5G and Wi-Fi 6E connectivity. It is projected to be a fundamental pillar of the metaverse, where its true value lies not solely in the technology itself. Still, in the myriad of possible applications and scenario combinations, it can enable. This report details these aspects, providing a strategic understanding of XR and its impact on the business and social landscape.

1. Introduction to Extended Reality (XR)

1.1. Definition and Scope of XR

Extended Reality (XR) is an umbrella term that encompasses a spectrum of immersive technologies that merge the real and virtual worlds. This conceptual framework primarily includes Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR). XR is situated on a continuum ranging from a completely real environment to a purely virtual one, with various gradations of digital overlay and interaction in between.

The fundamental purpose of XR is to enrich human perception and interaction with both worlds, the physical and the digital. This is achieved by combining elements from these environments, resulting in immersive, interactive, and enhanced experiences that have the potential to transform both daily life and professional settings.

The conception of XR as a unifying term is not merely a matter of nomenclature; it reflects a strategic evolution in how these technologies are perceived and developed. This holistic vision suggests a future where rigid boundaries between the functionalities of VR, AR, and MR will progressively blur, giving way to more integrated and versatile devices and applications. For organizations, adopting this holistic perspective is crucial for strategic investment, as it encourages the development of platforms capable of supporting a broad spectrum of immersive experiences. This optimizes resource allocation and allows digital strategies to adapt and thrive in the future.

1.2. Fundamental Components: Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)

To fully understand Extended Reality, it is essential to differentiate its key components: Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR).

Virtual Reality (VR): VR is characterized by completely immersing the user in an artificial, simulated environment where objects and places appear real, isolating the individual from their physical surroundings. The user is transported to a digital world entirely generated by a computer, leaving their physical reality behind. Its main characteristics include total sensory immersion, encompassing sight, sound, and increasingly, haptic or tactile sensations. It allows for a high capacity for interaction with virtual elements, and its environments are expressed through dynamic three-dimensional graphics that generate a realistic and immersive visualization. VR is classified as non-immersive (accessible with standard devices, without specialized peripherals, and less prone to causing motion sickness), mixed or semi-immersive (which allows interaction with information without a total abandonment of the real world, common in education and industry), and fully immersive (which offers the highest degree of realism through advanced motion tracking and high-quality 3D graphics, requiring specialized equipment such as headsets and haptic peripherals).

Augmented Reality (AR): Unlike VR, AR enhances the physical world by superimposing digital elements, such as text, images, or 3D models, onto real environments. Fundamentally, AR keeps the user connected to their physical surroundings while digital elements enrich the experience. Its innovation lies in building elements that expand the „reality“ of the physical world, rather than creating a new one. AR systems combine real and virtual elements, are interactive in real-time, and are registered in 3D. They allow for the visualization of invisible concepts and can reduce the need for physical materials. Types of AR include marker-based (which uses QR codes or images to activate digital content), markerless or location-based (which uses GPS and device sensors), projection-based (which projects digital content onto physical surfaces), superimposition-based (which replaces or enhances parts of the real-world view with digital elements), and outline AR (which detects the edges of real objects and superimposes digital outlines).

Mixed Reality (MR): MR represents a seamless fusion between the user’s real environment and digital content, allowing both physical and digital elements to coexist and interact in real time. In MR, virtual objects behave as if they are physically present in the real world; they can be occluded by physical objects, their lighting is consistent with real light sources, and their sound is perceived as if they are in the same space as the user. Interaction in MR goes beyond mere superimposition, allowing physical and digital objects to react to each other in real-time. Users can interact with both components, making digital elements an interactive and integrated part of the world, not just superimposed layers.

The distinction between AR and MR, especially the emphasis on „interaction“ and „coexistence“ for MR, underscores a fundamental technological milestone and a future direction for immersive experiences. This difference is not merely semantic; it implies a significant advance in computational and spatial understanding. While AR overlays digital content onto the real world, MR allows virtual objects to be spatially aware and react realistically to the physical environment. This means virtual objects can be occluded by real objects, cast shadows consistent with environmental lighting, and have spatial sound that reflects their perceived position in physical space. Achieving this seamless integration requires sophisticated computer vision, real-time simultaneous localization and mapping (SLAM), and powerful processing capabilities. The focus on MR’s interactive capabilities suggests that the ultimate goal of XR is not just visual enhancement, but a truly combined reality where digital elements are indistinguishable from the physical world and are fully integrated with it. This level of integration opens the door to highly complex applications that demand seamless digital-physical collaboration, such as remote surgical assistance, advanced industrial maintenance, or collaborative design of physical products within a shared mixed reality space. This pushes technology beyond mere „visualization“ towards „intelligent integration“ of the digital and physical realms.

Table 1 below provides a detailed comparison of these three modalities of Extended Reality:

Table 1: Comparison of Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)

2. Historical Background and Chronological Evolution of XR

Extended Reality, while a modern concept, has roots extending back over two centuries, marking a fascinating evolution from optical illusions to today’s complex immersive systems.

2.1. Origins of the Concept and Early Devices (19th Century – Mid-20th Century)

The origins of XR date back to the 19th century, with the development of devices that sought to manipulate visual perception. In 1838, Charles Wheatstone invented the stereoscope, an instrument that created an illusion of depth from two nearly identical images, viewed independently by each eye. The brain combined them into a single stereoscopic image, laying the groundwork for future VR viewers. This work earned him the Royal Society’s Royal Medal in 1840. In the artistic realm, 19th-century Panoramic Painting in Europe also sought to generate an immersive sensation similar to modern panoramic photographs.

Fiction also played a crucial role in anticipating these technologies. In 1935, writer Stanley G. Weinbaum published „Pygmalion’s Spectacles,“ a novel describing glasses capable of transporting the user to a fictional world by stimulating multiple senses. Inspired by the stereoscope, William Gruber created the View-Master in 1939, a double-viewer device that offered a sense of depth and, although it became a children’s toy, is still sold today.

The first attempt to bring immersion to a more complete multi-sensory experience came with Morton Heilig, a filmmaker who in 1957 invented the Sensorama. This large booth sought to stimulate sight, smell, hearing, and touch, combining stereoscopic 3D images, wide vision, and real stereo sound. Although it did not materialize commercially, it laid the groundwork for future Virtual Reality. In parallel, in 1929, Edwin A. Link created the Link Trainer, also known as the Blue Box, a mechanical flight simulator that recreated real flight conditions for military training, used by over 500,000 US soldiers.

2.2. Development of Simulators and HMDs (1960s – 1980s)

The 1960s marked the beginning of the development of more advanced Head-Mounted Displays (HMDs) and simulators. In 1961, Phillco Corp. developed Headsight, a helmet with a screen and head position control, also used for military training. Hugo Gernsbac surprised in 1963 with The Teleyeglasses, a portable head-mounted television, similar to current VR glasses.

A fundamental milestone was in 1968, when Ivan Sutherland and his student Bob Sproull created „The Sword of Damocles,“ the first virtual reality HMD. This device, so heavy it was suspended from the ceiling, connected to a computer and projected 3D models that changed perspective with the user’s head movement, although it could only display simple shapes. In 1969, Myron Krueger of the University of Wisconsin developed a series of projects on virtual environments, which he later called „virtual reality,“ using computers and video systems. His VIDEOPLACE system, exhibited in 1975, was the first interactive VR platform that did not require glasses or gloves.

The military sector continued to be a driving force for innovation. In 1966, Thomas Furness created the first flight simulator for the air force, and in 1980, he developed the Super Cockpit, a flight simulator that allowed controlling an aircraft with gestures, words, or eye movements, projecting three-dimensional maps and real-time images. In 1979, McDonnell-Douglas Corporation integrated VR into its HMD for military use, with a head tracker that followed the pilot’s eye movements to synchronize them with computer-generated images. The stereographic company created stereo vision glasses in 1980. In 1982, Jaron Lanier developed Data Gloves, gloves with sensors to recognize finger movement and position, while Sandin and Defanti created the Sayre, reflection-sensitive gloves, marking the beginning of gesture recognition. NASA was also a pioneer, presenting VIVED glasses at CES in 1986, with a 120º field of view, voice control, gesture recognition by gloves, and a suit with sensors for movement recognition. In 1989, NASA, along with Crystal River Engineering, created the VIEW project, a VR training simulator for astronauts with gloves for fine tactile interaction.

2.3. Entry into the Consumer Market and its Challenges (1990s – Early 2000s)

The 1990s were crucial for the definition and attempted mass adoption of these technologies, albeit with mixed results in the consumer market. In 1990, Tom Caudell coined the term „Augmented Reality“ to describe devices that projected assembly diagrams onto wiring harnesses in aircraft factories. In 1992, Louis Rosenberg launched Virtual Fixtures, the first functional immersive AR system. In 1994, Paul Milgram and Fumio Kishino coined the term „Mixed Reality“ in the context of a study on the virtual reality continuum, seeking to define everything that existed between the real and virtual worlds. That same year, Steven Feiner, Blair MacIntyre, and Doree Seligmann created KARMA (Knowledge-based Augmented Reality for Maintenance Assistance), a prototype for automated AR design in maintenance tasks.

The entertainment industry attempted to bring VR to the general public. Sega launched Sega VR in 1991 and 1993, a device with LCD screens, stereo headphones, and head movement sensors, but it never reached the market. In 1995, Nintendo commercialized its Virtual Boy in the US and Japan, a 3D console that was a commercial failure due to lack of color, software support, and comfort. Despite these setbacks, films like Tron (1982), The Lawnmower Man (1992), and The Matrix (1999) introduced the general public to the possibilities of VR and AR, marking how future devices would be developed.

In 1991, a NASA scientist, Antonio Medina, designed a VR system to drive Mars exploration robots from Earth in real-time. In 1999, Hirokazu Kato developed ARToolKit, software that captured real-world actions and combined them with virtual objects, influencing Flash-based AR applications. The video game Second Life (2000) also offered a virtual world where users could interact through avatars, paving the way for future virtual worlds.

2.4. The Resurgence and Current Expansion (2010 onwards)

The 2010s marked a significant resurgence of XR, driven by technological advancements and increased investment. In 2010, Palmer Luckey created conventional VR viewers, and John Carmack joined him to improve the version, giving rise to the well-known Oculus Rift. A successful Kickstarter campaign in 2012 raised $2.4 million to fund its development.

The turning point came in 2014, when Facebook (now Meta) acquired Oculus VR, which boosted the evolution of VR viewers. That same year, other important devices were launched, such as Google Cardboard, PSVR, and Samsung Gear VR, democratizing access to VR. In 2015, Microsoft launched its augmented reality glasses, HoloLens, which would become a benchmark for Mixed Reality. In 2016, HTC launched its HTC VIVE SteamVR, the first commercial viewer with sensor-based tracking that allowed users to move freely in a space. However, the milestone that truly popularized Augmented Reality worldwide was the launch of Pokémon GO by Niantic in 2016, a mobile game that superimposed virtual creatures in the real world through the smartphone camera, leading millions of people to interact with their environment in a novel way.

From 2017 onwards, Apple and Google launched their own augmented reality development kits, ARKit and ARCore, respectively, facilitating the creation of AR applications for mobile devices. The following years saw the launch of new devices such as Oculus Quest (2019) and Quest 2 (2020), which generated great interest and sales. The COVID-19 pandemic in 2020 also accelerated the adoption of VR viewers and applications. In 2021, Sony confirmed the arrival of PlayStation VR2, and Mark Zuckerberg announced the renaming of Facebook to Meta, showing the development of the metaverse and presenting Project Cambria (future Meta Quest Pro) as their next mixed reality viewers. The year 2022 saw important launches such as the Meta Quest Pro, consolidating the trend towards more advanced immersive experiences and the proliferation of new applications and virtual worlds.

3. Technological Components and Current XR Platforms

Extended Reality materializes through a complex interaction between hardware and software, which together enable the creation and enjoyment of immersive experiences.

3.1. Hardware: Viewers, Glasses, and Interaction Devices (HMDs, AR/MR Glasses, Haptics)

Hardware in XR systems is fundamental for capturing the real environment, processing data, and displaying augmented or virtual content.

Head-Mounted Displays (HMDs): These are devices worn on the head or as part of a helmet, equipped with a small optical display system in front of one or both eyes. They are widely used in video games, aviation, engineering, and medicine. There are two main types:

Mobile: Do not require connection to another device and are autonomous. Examples include Oculus Go/Quest and Google Daydream.

Tethered: Need a connection to a PC or video game console to function. Examples are Oculus Rift S and HTC Vive.

Augmented Reality (AR) Glasses: These are glasses with capabilities for enhanced reality experiences. They vary in processing power, graphic features, and price. Notable examples are Google Glass Enterprise and Vuzix Blade smart glasses.

Mixed Reality (MR) Devices: Offer immersive experiences that combine the real and virtual worlds, allowing interaction with virtual objects as if they were real. Examples include Microsoft HoloLens 2, Magic Leap 1, and NReal.

Heads-Up Displays (HUDs): These are transparent displays that project digital information to enhance the visual information of the analog world, commonly seen in vehicles or helmets.

Haptics: Haptic functions in VR/AR displays provide an additional degree of immersion by allowing users to feel and touch, complementing sight and hearing. Examples of haptic devices include digital gloves or seats and motion platforms integrated with VR/AR systems.

Input Devices: In addition to head and body movements, controllers, gloves, or voice recognition allow users to interact with digital content, making the experience more dynamic.

Cameras and Sensors: These are crucial for capturing the real-world environment and understanding the device’s position, orientation, and movement. Devices like smartphones or AR glasses use cameras and sensors such as accelerometers, gyroscopes, and GPS for this function.

Processors: High-performance processors are required to analyze real-world data captured by cameras and sensors in real-time. This includes object recognition, motion tracking, and 3D model rendering, ensuring seamless integration of digital content.

Displays: The quality and clarity of the display (whether it’s a smartphone, tablet, or AR glasses lenses) are vital for a convincing XR experience, as it is where augmented content is superimposed on the real-world view.

3.2. Software: Development Engines, SDKs, and Web Environments

Software is the brain behind XR, interpreting hardware data and generating the digital content that overlays or creates virtual worlds.

Computer Vision: Advanced algorithms analyze camera and sensor data to identify objects, surfaces, and environments, precisely determining where and how to superimpose digital content.

SLAM (Simultaneous Localization and Mapping): This technology allows building a map of an unknown environment while tracking the device’s location within it. It is crucial for maintaining the accuracy of digital overlays as the user moves.

Rendering Engine: Generates visual content for XR, taking 3D models and animations to superimpose them into the real-world scene in real-time, ensuring responsiveness and natural movement from the user’s perspective.

Tracking and Registration: Tracking follows user movements to adjust digital content, while registration aligns digital content with the physical world for correct placement and orientation. Accuracy in both is essential for a convincing XR experience.

Development Platforms: Robust tools like Unity, Unreal Engine, and Amazon Sumerian are fundamental for building VR and AR experiences. Unity, for example, is widely used to develop virtual and augmented reality content, allowing creators to build games, applications, and immersive experiences with high-quality graphics and cross-platform support. Unreal Engine also offers integrated support for OpenXR, facilitating development for HoloLens 2 and other VR headsets.

Frameworks and Software Development Kits (SDKs): Facilitate the creation of specific applications. Examples include ARKit (Apple), Cardboard SDK (Google), Oculus SDK, Windows Mixed Reality, ARCore (Google), React 360, WikiTude, OpenVR, and Vuforia, VRTK. OpenXR, in particular, is an API that allows engines like Unity and Unreal to write portable code that can access the native platform features of any holographic or immersive device, optimizing performance and latency.

Web Environments: Technologies like AFrame, Web XR API, and AR.js allow the creation of XR experiences directly in web browsers, increasing accessibility. WebAR, for example, is a success in marketing and education, allowing users to explore 3D models without the need for additional software.

Human-Machine Interaction (HMI): The evolution of HMI is key for XR. It has moved from typing and mouse clicking to touch interaction on smartphones, and the future points towards natural interaction through MR glasses. The human brain is naturally designed to interact in 3D, and XR allows a return to this form of interaction, albeit in a digital context.

Spatial Computing: This concept describes a person’s interaction with a machine where the machine retains and manipulates references to real objects and spaces. In XR, spatial computing implies that the system understands the surrounding space, using it as a canvas for interaction. It combines user interactions (body movements, gestures, data) as input for digital interactions with physical space, allowing the blending of real and digital worlds. It is considered the software and hardware framework for XR experiences. Advances in 3D imaging techniques and haptic systems have boosted spatial computing, enabling more natural and authentic interactions. The concept of „digital twins,“ virtual replicas of physical entities, is also intrinsically related to the interaction between analog and digital devices in the same context.

3.3. Degrees of Freedom (DoF): 3DoF vs. 6DoF

Degrees of Freedom (DoF) define the quality and level of immersion of VR and AR experiences, determined by the viewers or the complete system.

3 Degrees of Freedom (3DoF): This level recognizes three rotational movements: pitch (displacement between X and Y), yaw (displacement between X and Z), and roll (displacement between Z and Y). It does not detect the user’s physical translational movement (walking, jumping, or moving sideways), only head movements along these three axes. This implies that the user’s movement is not represented in the virtual world if they walk or move. An example of a 3DoF viewer is Oculus Go.

6 Degrees of Freedom (6DoF): This level recognizes six movements: both rotational and translational in a three-dimensional space. The user can rotate (pitch, yaw, roll) and, in addition, can translate (up and down movement along the Y-axis, forward and backward along the X-axis, and lateral movement along the Z-axis). This means that the user’s movements are reflected in the virtual world not only if they move their head, but also if they walk, jump, or move sideways, which provides much greater immersion. An example of a 6DoF viewer is Microsoft HoloLens 2.

The ability of an XR experience to reflect user movements in the virtual environment is fundamental to its realism and usefulness. The difference between 3DoF and 6DoF is crucial for the level of immersion and the range of possible interactions. While 3DoF is suitable for static or limited-motion viewing experiences, 6DoF is essential for applications that require active exploration, object manipulation, and a sense of physical presence in the virtual environment. This distinction directly influences the type of experiences that can be created and the hardware needed to run them, which is a determining factor for companies looking to implement XR solutions.

4. Main Applications of Extended Reality by Sector

Extended Reality is revolutionizing multiple sectors by transforming how people interact with information and environments.

4.1. Entertainment and Video Games

The entertainment and video game sector has been one of the pioneers and major drivers of XR. VR immerses players in completely computer-generated worlds, offering an immersive gaming experience through viewers like Oculus Quest 2. AR, for its part, allows superimposing digital characters and elements onto the real world, creating interactive games that take place in the user’s physical environment.

Notable success stories include Pokémon GO, which popularized AR by allowing millions of people to capture virtual creatures in their cities. Other examples of AR video games are Jurassic World Alive and Angry Birds AR: Isle of Pigs, which allow players to explore their environment and interact with virtual elements. Star Wars: Jedi Challenges, with Lenovo Mirage glasses, allows users to fight with lightsabers against iconic characters in their own living room. Beyond video games, XR also enriches live events with digital effects and offers new dimensions of entertainment in metaverses, including virtual concerts and movies.

4.2. Education and Training

XR is transforming education and professional training by offering interactive and immersive learning experiences. AR can superimpose digital information onto textbooks or real environments, while VR allows for real-time simulations and safe professional training environments.

In medicine, XR facilitates learning anatomy, practicing surgical procedures, and simulating emergency scenarios without risk to patients. The HoloAnatomy application, for example, allows visualizing the human body as a dynamic holographic model. In industry, AR/VR training programs allow employees to practice operating complex machinery in a virtual environment before facing real situations, improving locomotor and mental learning without risking the user or the systems. XR also fosters creativity and collaboration in the classroom and has been shown to improve information retention, motivation, and concentration in students.

4.3. Industry and Manufacturing

XR is revolutionizing industry and manufacturing by improving the accuracy, efficiency, and safety of processes. It allows for the visualization of product designs and the necessary adjustments before production, as well as guidance on assembly lines by superimposing 3D models. AR simplifies prototyping by allowing designers to visualize them functioning in the real world, reducing costs associated with physical manufacturing.

In quality control, AR helps workers verify product quality by superimposing components and detecting faults during procedures. Additionally, XR streamlines continuous machinery maintenance by providing quick access to information and enables remote collaboration, where experts can guide on-site personnel through video calls and digital annotations, reducing travel costs and downtime. Real-world cases include BMW using AR glasses to guide workers in the welding process, Lockheed Martin employing AR glasses to determine attachment points on NASA’s Orion spacecraft, and Volvo and SEAT integrating MR into vehicle design and manufacturing to virtually evaluate production.

4.4. Health and Medicine

XR is transforming healthcare, from medical training to patient treatment. It allows for surgical assistance by superimposing 3D anatomical models and surgical plans directly onto the patient’s view, improving accuracy in complex procedures. In medical training and education, XR offers immersive tools for exploring anatomy, practicing procedures, and developing skills in a controlled and safe environment. Examples include high-fidelity surgical simulators like Eyesi Surgical and VirtaMed LaparoS™, which allow surgeons to practice intraocular and laparoscopic procedures. AR also helps in vein localization with handheld scanners like AccuVein, which project the exact location of veins on the skin.

For the patient, AR enhances education and engagement, allowing them to visualize their own body and ailments from all angles, fostering a deeper understanding of their health and treatments. It is also used in rehabilitation and physical therapy, offering dynamic and interactive programs with real-time feedback. Additionally, XR is applied in the treatment of phobias and mental disorders, creating immersive experiences to expose patients to controlled stress situations.

4.5. Other Relevant Sectors (Retail, Tourism, Design)

Extended Reality is also leaving a significant mark on other sectors:

Retail and E-commerce: XR is closing the gap between online and in-store shopping. It allows customers to virtually try on products, such as clothing or footwear (e.g., Wanna Kicks, Sephora, Timberland), or visualize how furniture would look in their homes before purchasing (e.g., IKEA Place). This not only improves the customer experience but also reduces return rates, a major problem in e-commerce.

Tourism and Travel: AR enriches the visitor experience by providing virtual tours and superimposing historical facts or 3D reconstructions in physical environments, offering a deeper understanding of destinations.

Design and Architecture: XR allows engineers and designers to visualize product designs and make adjustments in a virtual environment before production. In architecture and real estate, AR offers virtual property tours, even for those not yet built, and superimposes digital plans on construction sites, helping clients and professionals make informed decisions. Adobe Substance 3D Modeler is an example of an application that allows virtual reality modeling.

5. XR Applied to Marketing: Strategies and Success Stories

Extended Reality has emerged as a powerful tool in marketing, transforming the interaction between brands and consumers and creating memorable experiences.

5.1. Enhancing Customer Experience and Engagement

XR offers companies new avenues for advertising and marketing, allowing for the creation of immersive experiences that capture consumer attention and generate greater interest and loyalty towards the brand. By integrating VR and AR elements into advertising, brands can surprise their audience, even with traditional products. XR’s ability to offer virtual product demonstrations and trials reduces costs associated with manufacturing physical samples and renting large exhibition spaces. Furthermore, it enhances consumer confidence in their purchasing decisions, which can lead to a reduction in return rates, a recurring challenge in e-commerce. Advanced personalization and segmentation are also possible, as XR allows companies to establish entry points to immersive experiences tailored to their audience. This type of „interaction-reward“ experience has become very popular in B2C marketing, fostering engagement and loyalty.

5.2. Examples of Successful Campaigns

Numerous brands have successfully implemented XR in their marketing strategies, generating significant impact:

Pokémon GO: Although it is a video game, its massive success in 2016 turned it into a marketing phenomenon, popularizing AR and leading millions of people to interact with their environment to „capture“ virtual creatures.

IKEA Place: This application allows users to visualize how furniture would look in their own homes before purchasing, superimposing 3D furniture models onto a real-time view of the user’s room.

Burger King „Burn That Ad“: A bold campaign where users could virtually „burn“ competitor ads through the Burger King app on their phones, receiving coupons for free burgers in return. This strategy generated great engagement and increased sales.

Pepsi Max Bus Stop: Pepsi developed a digital screen at a bus stop that, using AR, showed surprising effects like falling meteorites or monsters appearing, creating a memorable experience for passersby. A video of this experience went viral on YouTube.

Coca-Cola (Recycling Promotion and Alipay): In a campaign to promote recycling, Coca-Cola made cans and bottles „come to life“ through AR, allowing passersby to dispose of them with hand gestures. Another campaign with Alipay allowed consumers to scan bottles to see animated characters offering monetary prizes.

Pizza Hut Arcade (Pac-Man): Pizza Hut implemented a QR code on its pizza boxes that, when scanned with a mobile phone, directed users to a website where they could play a 3D version of Pac-Man with AR characters. The campaign was a resounding success, selling millions of boxes.

Sephora (Virtual Makeup Application): The Sephora app allows users to virtually try on makeup, using AR technology to simulate how different shades and products will look on their skin, even considering the room’s lighting and shadows.

Wanna Kicks: This AR application allows users to virtually try on the most prominent sneakers from brands like Nike or Puma, simply by pointing their phone’s camera at their feet.

Treasury Wine Estates (19 Crimes): By scanning the labels of 19 Crimes wine bottles, various characters come to life on the phone screen, narrating their own stories, fostering interest in collecting the different bottles.

Tommy Hilfiger has implemented digital fitting rooms with augmented reality in its stores across Europe, including Berlin, London, and Milan, allowing customers to try on clothes virtually.

Google has launched a tool called „Try it on“ that uses artificial intelligence to let users try on clothes virtually on their phones.

Snapchat Filters: A more informal but massive example, where AR filters apply fun effects to selfies, mapping facial features and superimposing digital enhancements in real-time. This technology has expanded into advertising for personalized marketing campaigns.

Google Lens: This tool uses AR to provide information about objects users point their smartphone camera at, such as identifying a plant or showing restaurant reviews.

Gucci has designed and sold virtual handbags in the metaverse. One of the most notable cases occurred on Roblox, a very popular metaverse platform especially among younger users. In 2021, Gucci launched the „Gucci Garden Experience“ on Roblox, where users could explore virtual spaces and purchase digital items for their avatars. The most remarkable event was that a virtual handbag, the Gucci Dionysus with bee, was resold on Roblox for thousands of dollars, even surpassing the price of its physical counterpart in real life. This attracted significant attention and demonstrated the value some users are willing to pay for exclusive digital items.

Besides Roblox, Gucci has ventured into other metaverse spaces and NFTs (non-fungible tokens):

The Sandbox: Gucci acquired virtual land in The Sandbox and created „Gucci Vault Land,“ a space for immersive experiences, NFT exhibitions, and vintage pieces.

NFTs: The brand has launched NFT collections, including collaborations with artists and projects like „SUPERGUCCI.“

Gucci Town: A permanent digital space on Roblox that includes a virtual store where users can buy digital Gucci items.

Gucci has been one of the pioneering luxury brands exploring the metaverse and digital fashion, seeking new ways to engage with its audience and generate revenue in the virtual world.

These examples demonstrate XR’s versatility in creating innovative advertising campaigns that not only attract attention but also increase engagement, interaction, and ultimately, sales.

6. Potential Applications of XR for a Pharmaceutical Laboratory: The pharmaceutical sector Case

The pharmaceutical sector, with its constant need for innovation, precision, and continuous training, presents itself as a fertile ground for the application of Extended Reality. Cases like Novartis, as an industry leader, is already committed to the ethical and responsible use of Artificial Intelligence systems and digital transformation in medicine, focusing on data science, process optimization, and engagement with patients and the healthcare community. XR can complement and enhance these initiatives in various key areas.

6.1. Educational Updates and Remote Medical Training

XR offers a transformative solution for the continuous training and updating of medical professionals, overcoming geographical and temporal limitations.

Immersive Medical Training: XR can provide highly interactive and immersive learning experiences, allowing doctors to explore human anatomy, practice surgical procedures, and simulate complex clinical scenarios in a safe and controlled environment. This is particularly useful for training in new techniques or the use of specialized equipment.

Success Stories: Studies have shown that VR surgical training improves surgeons‘ time-on-task and movement efficiency. Simulators like Eyesi Surgical and VirtaMed LaparoS™ offer high-fidelity training for intraocular and laparoscopic surgery. The HoloAnatomy application allows for a spectacular visualization of the human body for medical students.

Remote Updates: The pharmaceutical industry could develop VR/AR platforms that allow doctors to access updated courses on new medications, mechanisms of action, and pathologies. This would go beyond traditional formats, offering content more suited to new generations of professionals. Boehringer Ingelheim’s „VR Contigo“ experience for community pharmacists is a successful precedent, showing real-world and day-to-day practical situations in a 3D virtual environment.

Proven Benefits: XR training has been shown to improve information retention, motivation, and concentration. In one study, medical students with VR training were significantly more accurate in their assessments.

Delivery of Medical Samples: Once doctors have completed and approved remote update courses through these XR platforms, the laboratory could integrate a logistics system for delivering medical samples by courier. This complementary process ensures that professionals not only acquire theoretical and practical knowledge through digital immersion but also receive the necessary physical resources to apply what they have learned in their clinical practice. This also ensures that samples reach professionals who have demonstrated their understanding and commitment to training.

Below, Table 2 summarizes the potential applications of XR in the pharmaceutical sector:

Table 2: Potential Applications of XR in the Pharmaceutical Sector

6.2. Visualization and Simulation in Drug Research and Development

XR can radically transform the research and development (R&D) phase of new drugs in the laboratory. By offering 3D molecular visualizations, scientists can analyze drug behavior more effectively, potentially accelerating the research and discovery of new medications. VR’s ability to create simulated environments allows for the practice of clinical trial procedures in a controlled setting, which can optimize protocols and reduce risks. This, in turn, contributes to reducing the production time of new drugs by lessening the need for extensive testing, enabling a more timely response to patient needs. The integration of XR in R&D not only improves efficiency but can also lead to safer and more effective medications.

6.3. Assistance in Manufacturing Processes and Quality Control

In pharmaceutical manufacturing, where precision and efficiency are critical, XR can offer significant improvements. Augmented Reality can superimpose real-time data, interactive images, and guided instructions onto the physical world, helping professionals work smarter and more effectively. This is especially useful for operating complex machinery, where AR can highlight problematic areas and suggest corrective actions in case of failure, preventing production from stopping due to unidentified irregularities. In quality control, AR allows for the overlay of components to verify product quality, facilitating the detection of problems or flaws during procedures. Furthermore, XR enhances remote collaboration, allowing experts to support on-site technicians through video calls and combined annotations, which reduces operational costs and increases production capacity by eliminating expenses related to international travel for assistance. The laboratory’s commitment as a „connected enterprise“ and real-time access to essential manufacturing data aligns perfectly with AR’s ability to provide contextual data overlays, driving decision-making and improving efficiency across the entire enterprise.

6.4. Patient Education and Engagement

XR also has vast potential to transform patient education and engagement, making medical information more accessible and interactive.

Interactive Leaflets: Pharmaceutical companies can replace traditional, often lengthy and tedious, patient leaflets with AR systems that graphically and interactively show how a medication works in the human body. This not only makes information more understandable and patient-centric but also reduces the need for printed material, offering a more sustainable alternative.

Visualization of Medical Conditions: AR allows patients to explore their own bodies and visualize their ailments from all angles, fostering a deeper understanding of their health and helping them make informed decisions about their treatment.

Support for Visual Impairments: Novartis has already ventured into this field with its suite of free ViaOpta applications, designed for visually impaired individuals. ViaOpta Daily and ViaOpta Simulator, for example, help them understand the world around them through voice-guided object and environment recognition, and explain what it’s like to live with various eye diseases, respectively. This initiative demonstrates an existing commitment to using immersive technology to improve patients‘ lives.

Improved Adherence: By making medical information more intuitive and engaging, XR can improve communication between patients and healthcare professionals, and foster treatment adherence, which is crucial for positive health outcomes.

6.5. Creation of an Innovation Lab with XR

For a pharmaceutical leader like Novartis, the implementation of an „Innovation Lab“ dedicated to Extended Reality has beeen a strategic catalyst for digital transformation and competitive advantage. This laboratory functions as a nerve center for the exploration, development, and validation of new XR applications, integrating the capabilities of VR, AR, and MR in a collaborative and experimental environment.

Purpose and Functionality: An XR Innovation Lab:

Rapid Prototyping: Quickly developing and testing prototypes of immersive solutions for specific challenges in the pharmaceutical value chain, from drug discovery to patient interaction. This would include 3D molecular visualization for drug analysis, or simulation of manufacturing processes to optimize efficiency.

Interdisciplinary Collaboration: Fostering collaboration between scientists, engineers, doctors, and UX/UI experts in shared virtual environments. XR allows for remote collaboration, where experts can guide on-site personnel through video calls and combined annotations, reducing travel costs and downtime.

Training and Experimentation: Serving as a center of excellence for internal training in XR technologies, allowing employees to experiment with new tools and workflows. AR/VR training programs allow practicing the operation of complex machinery in a safe virtual environment.

Demonstration and Validation: Showcasing XR’s potential to internal and external stakeholders, validating the feasibility and impact of immersive solutions before large-scale implementation.

Strategic Benefits:

Acceleration of Innovation: By providing a dedicated space and resources, the laboratory would accelerate the identification and development of disruptive XR-based solutions.

Talent Attraction and Retention: It would position to the laboratory as a technologically cutting-edge company, attracting professionals with XR and AI skills.

Process Optimization: Solutions developed in the lab could lead to significant improvements in operational efficiency, error reduction, and cost optimization in R&D, manufacturing, and logistics.

Enhanced Engagement: Developing more engaging experiences for patients and healthcare professionals, improving education and treatment adherence.

This proactive approach to creating an XR Innovation Lab would allow to the pharmaceutical sector not only to adapt to technological trends but also to define them, solidifying its leadership in reimagining medicine through digitalization and AI.

7. The Future of Extended Reality: Trends and Projections

Extended Reality is at a turning point, with emerging trends promising even deeper and more transformative integration into daily and professional life. The evolution of the last decade, marked by technological advancements and increased business investment, has created a favorable environment for immersive technology.

7.1. Convergence and Synergy between VR, AR, and MR

The future of XR points towards an inevitable convergence of Virtual, Augmented, and Mixed Reality. A scenario is envisioned where most devices will combine the capabilities of all these modalities, eliminating the current division and significantly expanding their functionalities. This integrated approach promises a richer and more versatile user experience, integrating the best of each world. This unification of immersive experiences will manifest in devices that will allow users to fluidly switch between completely virtual environments and digital overlays in the real world, or even interact with virtual objects that intelligently coexist with their physical environment.

7.2. Integration with Artificial Intelligence (AI) and Digital Twins

The integration of Artificial Intelligence is one of the most powerful trends that will drive XR. AI will improve gesture tracking, allowing more natural and intuitive interactions without the need for additional controllers. Additionally, AI will enable the creation of digital avatars and facilitate real-time contextual interactions, making communication more engaging and personalized.

In parallel, the evolution of „digital twins“ (virtual replicas of physical entities) will intertwine with XR. These digital twins, which already allow interaction with analog and digital devices in the same context, will see their interaction quality enhanced as technology improves the fidelity of the real object’s representation, thus multiplying use cases. AI will be fundamental for processing the data necessary for comprehensive environment mapping and the integration of elements into the scene. The laboratory´s commitment to AI strategically positions it to capitalize on this synergy.

7.3. Advances in Connectivity (5G, Wi-Fi 6E) and Portable Devices

High-speed, low-latency connectivity, such as 5G and Wi-Fi 6E, will be fundamental for XR’s development. These more powerful networks will enable high-quality real-time rendering and a smoother experience, overcoming current latency and power consumption limitations. As devices become more efficient, XR will become more accessible to everyone, regardless of their location.

Greater adoption of more affordable haptic devices, from gloves to full-body suits, is expected, which will transform tactile interaction. Retinal projection technology and potential smart contact lenses will pave the way for new mixed reality applications, offering cinematic experiences indistinguishable from a conventional theater directly in the lenses. Smart glasses, like Meta Ray-Ban Smart Glasses, will bring information and interaction directly into the user’s field of vision, transforming daily experiences, from shopping to receiving real-time information.

7.4. XR as a Pillar of the Metaverse

The metaverse, defined as an expansive virtual world created through the convergence of the internet, virtual reality, and augmented reality, is emerging as an essential aspect of our daily lives. XR is the technological pillar that enables immersion and interaction within this digital landscape. Users will use XR devices to fully immerse themselves in the metaverse, where they can interact with each other and with virtual elements in a three-dimensional space. This interaction is facilitated by gestures, movements, or voice commands, allowing for an intuitive and natural experience. Additionally, MR focuses on providing shared leisure moments, allowing players to share the same virtual world together by wearing mixed reality glasses. Brands like Meta (formerly Facebook) and Apple are investing heavily in the development of XR headsets and technologies like the Meta Quest 3, which already allows a new dimension of immersive advertising and better visualization of 3D models in AR. XR will enable the metaverse to offer diverse options for entertainment, innovation, and creativity, empowering users to explore new ideas and technologies in an immersive and interactive environment.

7.5. The Richness of XR: Infinite Applications and Scenario Combinations

The true richness of Extended Reality lies not solely in the sophistication of the technology itself, but in its infinite applications and the ability to combine possible scenarios. XR allows for the creation of virtual environments of exceptional quality and the contextual superimposition of digital information, generating richer and more realistic experiences. This versatility translates into the ability to solve complex problems, improve efficiency in various fields, and create new forms of human-computer interaction.

From representing human body organs with unprecedented realism for medical training to 3D geospatial simulation with real-time data obtained from the cloud, XR is opening up an unlimited range of possibilities. As technology continues to evolve, its ability to integrate virtual elements with the physical world more naturally and securely will fundamentally transform how we work, communicate, and interact with the world around us. XR is not just a technological trend; it is a fundamental shift in interaction that promises to redefine our daily experience.

8. Conclusion

Extended Reality (XR), encompassing Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), has transcended its conceptual origins and early implementations to consolidate itself as a cutting-edge technological force. Its evolution, marked by significant milestones in hardware and software, has culminated in a robust ecosystem capable of offering immersive and highly interactive experiences. The analysis of its components and applications demonstrates that XR is not a one-dimensional technology, but a spectrum of capabilities that adapt to diverse industrial and consumer needs.

From entertainment that redefines interaction with video games, to education that revolutionizes learning methods, and industry that optimizes manufacturing and maintenance, XR is driving efficiency and innovation on all fronts. In the marketing field, XR has proven to be an exceptional tool for customer engagement and brand differentiation, creating memorable campaigns that transcend traditional formats.

For world-class pharmaceutical laboratories, the implications are profound and strategic. XR offers unprecedented avenues for educational updates and remote medical training, allowing healthcare professionals to access advanced knowledge and practices remotely and efficiently. Furthermore, its potential in visualization and simulation for drug research and development, assistance in manufacturing and quality control processes, enhanced patient engagement, and the creation of innovation labs promises to optimize the pharmaceutical value chain, accelerate drug launches, and improve patient outcomes.

The future of XR is envisioned with even greater convergence among its modalities, a symbiotic integration with Artificial Intelligence and digital twins, and a decisive boost thanks to advanced connectivity. As a fundamental pillar of the metaverse, XR is redefining human-computer interaction, transcending the technology itself to unleash unlimited potential in its applications and scenario combinations. Organizations that recognize and capitalize on this inherent richness in XR will be positioned to lead the next wave of innovation and create sustainable competitive advantages in an increasingly digitized global landscape.

Quelle:

https://www.linkedin.com/pulse/extended-reality-xr-background-evolution-strategic-roberto-xl8ac/?trackingId=op6zeAX7RoestNBIcqnztw%3D%3D

References:

https://deusens.com/es/blog/hitos-historia-realidad-virtual