XR stands for Extended Reality, and encompasses any type of technology that creates a new, digital, reality. This is Augmented Reality (AR), Virtual Reality (VR), and any Mixed Reality (MR) technology that helps simulate and immerse you in a virtual world. This doesn’t have to be as scary or escapist as it sounds, and their applications have already spanned across most industries in helping them work more efficiently, improve their training and aid their marketing efforts.
Let's go through a quick breakdown of each one.
AUGMENTED REALITY (AR)
So how do we extend our reality? Well, you’ve already done it if you’ve ever used an Instagram or Snapchat filter. This is called augmented reality, and it involves taking real world imagery and enhancing it with computer generated information (CGI), for example animations, audio, and 3D objects . Take Ikea’s AR app, which allows customers to trial their new products in their houses before they take the leap and buy them. Another popular example of this is the phenomenon that is filters. Found on most of the mainstream social medias, these are pre-programmed effects layered over camera displays, ranging from adding accessories or make-up to faces, to putting a CGI tiger in your living room (thank you Tiger King). Perfect for giving your audience a taste of your world.
“XR advertising is being hailed as the Holy Grail for building brand affinity” - Forbes, 2019