Top Five for 2024

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During the meeting, the participants discussed the impact and potential of AI and XR technologies, highlighting the need for internal buy-in, ROI, and strategic advantage. They also discussed the importance of conferences and meetings like our Online Sessions. Plans for the year include creating white papers, forming a subcommittee, and organizing fireside chats. Concerns were raised about VisionOS compatibility with IT management tools, lack of regulation for AI, and data collection by AR headset companies. The value of information was emphasized, with a focus on leveraging it to add value. Legal issues related to AI were discussed, as well as the potential of AI assistants in everyday life and enterprise. Skepticism was expressed about the Apple headset and the need for a killer app. The features of Apple's new spatial computing platform were discussed, along with concerns about price point and iterative development. The role of entertainment and the potential disruption of the game and movie industry were also mentioned.

Topics & Highlights

1. Discussion about AI and XR technologies

• The participants discussed the impact and potential of AI and XR technologies. They mentioned how AI and XR technologies start off innocuous but gain significant impact over time. They also discussed the need to get buy-in internally for these technologies and the importance of ROI and strategic advantage. The participants shared examples of how technology, such as AI and XR, fumbles in the early days but eventually gains traction.

• The participants discussed the example of IBM developing their mainframes and the market research they conducted. They also discussed the market research conducted for PCs and the decision to farm out all the development and do the aggregation themselves.

• The participants discussed the importance of conferences, time, and money in getting traction with new technologies.

2. Hot Topics and Discussion on Apple

• concerns about how VisionOS will play nicely with IT management tools and how enterprises can get involved in closed proof concepts.

• excitement about the upcoming Apple announcement and compared it to the first iPhone announcement in 2006.

3. AI

• concern about the lack of regulation for AI and the potential influence of lobbyists in protecting AI interests.

• maturing technology of AI and the belief that specific guardrails and regulations won't be as important as the technology becomes more self-improving.

4. AR Hardware and Software

• concerns about the collection and usage of biometric and user data by AR headset companies and the potential risks associated with it.

• legal landscape for XR in Enterprise as an interesting and potentially disruptive topic, with implications for corporate legal teams and the potential for AI to replace certain professionals.

• increasing importance of IT and cybersecurity for advanced wearable devices, including AR headsets, and the need for enterprise companies to closely monitor these issues.

5. Value of Information

• the top 1-2% of all information holds extremely high value, while the rest is of nominal value. He compares it to how only a small fraction of kids who start playing sports end up playing professionally and making millions.

• those who have a vision forward, can look ahead, and leverage information to add value will make more money, while those who can't put that together will struggle.

6. AI and Legal Issues

• case where a lawyer used AI to look up details of a case and cited precedent that didn't exist, potentially facing disbarment. The Supreme Court's annual take on AI also mentions this case and raises concerns about lawyers quoting things that didn't happen.

7. AI in Everyday Life

• idea of AI assistants being present in everyday life, providing constant personalized assistance. The potential applications include conversation support, note-taking, reminders, and more. The business potential of AI assistants is emphasized.

8. AI assistants in enterprise

• having an AI system that automates tasks in his life and compares it to Google and Alexa assistants.

• importance of analytics in XR training and how some companies struggle to utilize the collected data effectively.

• AI assistants could play a role in analyzing XR training data and providing insights.

9. Apple headset and killer app

• skepticism about the Apple headset and emphasizes the need for a killer app to drive adoption.

• potential of the Apple headset as a platform and its integration with the existing Apple ecosystem.

10. Apple's new spatial computing platform

• The speaker discusses the features of Apple's new spatial computing platform, including the visibility of existing iOS apps as tiles, 3D experiences, and the potential of 3D FaceTime.

• The speaker mentions the possibility of Disney activations at home being bigger than going to Disneyland.

• The speaker suggests that entertainment will dive into interesting killer apps, such as seeing Marvel movies and Iron Man in one's home.

• There is a discussion about the price point of the new platform and the need for a lower-priced device to enable wider adoption.

11. Iterative development of spatial computing

• The speaker shares personal experiences with VR headsets and suggests that the technology will evolve iteratively.

• The speaker suggests that display technology may evolve before widespread adoption of headsets.

• The speaker believes that Apple's initial release is just the beginning and that future iterations will bring more advanced features.

12. Apple's ecosystem and the role of entertainment

• The speaker compares Apple's ecosystem for music with the potential role of movies and games in the new spatial computing platform.

• The speaker raises a question about whether movies and games will be the stepping stones for Apple's new ecosystem.

13. Disrupting the game and movie industry

• The concern is raised about whether the company will disrupt the game and movie industry or start their ecosystem somewhere else.

• It is stated that the gaming industry is the biggest media industry in the world, earning more than all other media industries combined.

• The discussion highlights that VR games have slowed down and there is a need for mass adoption of headsets for higher returns. The AAA companies in the gaming industry are not seeing the desired traction even with the meta headsets.

• Insider information is shared that Facebook reached out to discuss building a productivity app for the headset, considering it a huge milestone. Pokemon is mentioned as a potential killer app, and a friend's experience with a Pokemon managing app is discussed.

Lynn Welch appointed as co-chair for VR/AR Association Defense & Intelligence Committee

We are thrilled to have Lynn Welch help us lead our Defense & Intelligence community . Join our online sessions so you can connect, learn, and grow your knowledge/business.

Lynn Welch is a Chief Growth Officer at Lucid Reality Labs. She has a career spanning more than twenty-five years in virtual, modeling and simulation. In her portfolio, there are numerous game-changing projects, in particular, the first synthetic battlefield reconstruction of the historic Battle of 73 Easting, the first immersive platform to focus on communication and response coordination for mass casualty incident training across Army National Guard CBRNE, local and state first responders, and many more.

We are looking forward to your collaboration and mutual results!

“I am delighted to deepen my commitment to the VR/AR Association and the wider Defense XR community by serving as the lead for the Defense and Intelligence Committee. Throughout my career, I have been inspired and persistently reinvigorated by the unrelenting innovation sparking from the Defense and Intelligence community across all mission areas.”

— Lynn Welch, Chief Growth Officer, Lucid Reality Labs

Call for Participation in our VRARA National Security Summit in Washington DC

Our VRARA National Security Summit in Washington DC will be held on Feb 9th at the Helix.

If interested to sponsor and exhibit, email Kris Kolo at kris@thevrara.com . Sponsors get the best speaking spots and promotion to our 60K emails mailing list.

This 1 day conference + expo will bring together experts in XR, AI, Digital Twins and Electromagnetic Spectrum to explore how these technologies are shaping our nations defense.

This is a must-attend gathering for anyone interested in the intersection of XR and national security. Discover the latest advancements, network with industry leaders, and gain valuable insights into the future of this dynamic field. Don't miss out on this unique opportunity to connect with like-minded professionals and explore the cutting-edge technologies shaping the future of national security!

Topics covered:

• Extended Reality (XR) technology

• Artificial Intelligence (AI)

• Digital Twins (DT)

• Electromagnetic Spectrum (EMS)

If interested to sponsor and exhibit, email Kris Kolo at kris@thevrara.com . Sponsors get the best speaking spots and promotion to our 60K emails mailing list.

Recap of our Digital Twins online session with Amy Peck hosted by Trista Pierce of Booz Allen

During our weekly online sessions, our community (both the end-users and solution providers) share their expertise and experiences.

During our last Digital Twins & Industrial Metaverse meeting, we had an end of the year industry wrap up, lessons learned, trends, and what to look forward to for 2024! The participants discussed advancements in immersive tech and emerging technologies, highlighting the industry's progress in XR deployment at scale and advancements in hardware, delivery, and toolkits. They also discussed the market making opportunity and the need to address SDGs and ESG measures, as well as the importance of enablers like quicker data transfer, edge computing, and cloud storage for effective adoption of emerging technologies. The utility of generative AI and toolkits, the use of immersive environments for measuring cognitive load and adapting training exercises, and the application of immersive environments for organizational management and training were also discussed. The participants emphasized the importance of a proactive mindset, the challenges with digital twins, data bias and control, simulation and gaming in business, blockchain challenges, virtual environments and identity verification, the intersection of XR and AI, and the use of AI and XR in the medical industry.

Topics & Highlights

1. Discussion on advancements of immersive tech and emerging technologies

• The industry is pushing forward in XR and getting all the elements in place to deploy at scale.

• Advancements in hardware, delivery, and toolkits were discussed.

• The metaverse construct was unseated by AI in the hype cycle.

2. Market Making Opportunity

• the market making opportunity and the need to address the SDGs and ESG measures.

• the discussion will pinpoint how they focus on 2024.

3. Enabling Technologies for Emerging Techs

• need for enablers like quicker data transfer, edge computing, and cloud storage for effective adoption of emerging technologies.

• lack of day-to-day utility and the cumbersome nature of entering virtual environments.

4. Utility of Generative AI and Toolkits

• utility of chat GPT and her deep dive into toolkits for leveraging generative AI in a more effective way.

• plethora of tools built on OpenAI and Gemini that have changed various aspects of work.

• impact of these tools on coding, project management, presentations, and art.

5. Human Performance and Immersive Environments

• use of immersive environments, such as XR and IoT, to measure cognitive load and adapt training exercises based on biometrics and stress levels.

• potential impact of understanding cognitive load and psychology on emergency situations, day-to-day life, and interpersonal relationships.

6. Organizational Management and Training

• work done with companies, including design thinking, future visioning, and workshops.

• application of immersive environments, real-time scenario simulation, and data collection for tracking cognitive and physical abilities.

7. Proactive vs Reactive Mindset

• importance of training the mind to be present and make decisions based on current information, while also projecting forward to think about future products and services.

• digital transformation strategy alone is not enough for fundamental change in business. A proactive mindset and a vision of the future are necessary to drive innovation.

• mentality shift required in the public sector and the challenges related to security, integration, and data protection. Educating clients and customers about the strategic implementation of technology is important.

• example of Tyndall Air Force Base as a case where solving current problems in a slow and steady manner is important. She also highlighted the significance of digital twins as a foundational element in every company.

8. Challenges with Digital Twin

• challenges of Digital Twin due to the massive amount of compute required and the need for standards around data management and storage.

• filtering and using efficient data for different use cases instead of compressing all the data together.

• challenges of digital twins, including the massive amount of compute and data from ERP systems, the need for better data quality, and the importance of standardization.

• realizations about Digital Twins, emphasizing the integration of data and workflow processes, the importance of data exchange, and the need for a common vocabulary.

9. Data Bias and Control

• data scientists can come up with different inferences when given the same data set.

• prediction that up to 70% of data will be synthetic in the next year and the implications of training AI on biased or skewed data.

• need for mechanisms to control and train AI models on clean and accurate data, especially for companies in secure environments.

10. Simulation and Gaming in Business

• use of simulation and game engines to simulate future business scenarios and visualize different scenarios.

• role of game engines in visualizing digital twins and creating immersive experiences.

11. Blockchain and its Challenges

• concerns about the security and transparency of data on the blockchain, as well as the integration of quantum computing. There is a general misunderstanding and lack of expertise regarding blockchain technology.

• European blockchain services infrastructure and the use of blockchain for self-sovereign identity, NFTs, ESG reporting, and verifying data authenticity. He also highlights the fragmentation and lack of standardization in permissioned blockchains.

12. Virtual Environments and Identity Verification

• importance of verifiable identity in virtual environments and the need for proof of humanity to prevent impersonation. The parallel with the zero trust mechanism is mentioned.

13. XR and AI intersection

• The participants discuss the advances in AR and the increased interest in XR.

• value of AI behind XR, particularly in delivering cognitive training and adaptive learning.

• importance of securing data and mentions the challenges in adopting XR technologies.

• ease of adopting XR technologies and the challenges involved. He also mentions the use cases for XR training in various industries.

14. AI and XR in the medical industry

• AI learns from doctors' procedures and improves over time, leading to increased efficiency and transformation of the medical industry.

• The challenges of using augmented reality on bodies due to anatomical variability and the need for FDA approval are discussed. Organizational culture and resistance to change are also mentioned as potential barriers to implementing digital twins.

• high returns and short payback periods associated with digital twins, but highlights the resistance to change and siloed data as obstacles to their implementation.

Recap of our Healthcare online session with Yale University School of Medicine

During our weekly online sessions, our community (both the end-users and solution providers) share their expertise and experiences. Participants introduce themselves and their companies.

During our Healthcare meet this week, the guest speaker was from Yale University, Randall Rode, and he discussed the challenges of scaling virtual reality (VR) technologies on campus, emphasizing the need to address hardware dependencies and practical integration. He also highlighted the use of VR and Microsoft HoloLens in simulation labs, including solving limited faculty resources and involving art students in creating interactive projects. Challenges in implementing VR technology were discussed, such as faculty engagement and strategic planning. The meeting also touched on different modalities to solve problems, the multi-platform approach, incorporating XR into nursing education, current technology implementation, haptics and VR capabilities, patient education using immersive tech, XR and Gen AI for patient simulation, and the challenges of scaling AR and VR in medicine. Concerns were raised about the usage of HoloLenses, and the decision was made to conduct follow-up workshops and encourage faculty integration.

Topics & Highlights

1. Introductions

• Participants introduced themselves and provided information about their companies and areas of focus.

2. Presenting Guest Speaker

• Alex Dzyuba introduced Randall Rode as the guest speaker, providing information about his role and expertise at Yale University.

3. Scaling Virtual Reality Technologies

• Participants discussed the challenges of scaling virtual reality technologies on campus and the need to address hardware dependencies and practical integration.

4. Using VR and HoloLens in Simulation Labs

• The speaker mentions that none of the students in the simulation lab think they need VR and haptic gloves.

• The speaker gives an example of using Microsoft HoloLens with Azure guides to solve the problem of limited faculty resources and time in teaching basic skills.

• The speaker discusses the importance of finding ways to empower student and faculty creators, such as allowing faculty to create their own content and involving art students in creating interactive projects using CT brain scans.

• The speaker emphasizes the need for social interaction and accessibility in educational VR solutions, as well as the importance of actively connecting different sections of the campus and overcoming silos.

5. Challenges in Implementing VR Technology

• The speaker expresses concerns about faculty engagement and the difficulty of getting them to try new technology.

• The speaker discusses the need to determine who will own the VR technology and the importance of strategic planning.

• The speaker outlines the five aspects to consider when scaling VR technology: technology, content, institutional culture, implementation and system operations, and financial considerations.

• The speaker mentions the peer work they have done and the successful implementation of an XR application in the School of Medicine.

6. Discussion about different modalities to solve a problem

• Participants mentioned that considering it's 25 year old technology, it would have solved the problem. He questioned the fairness of claiming that virtual reality or standard reality can solve the problem. He also questioned the feasibility of a mobile internet version of the same thing.

• Participants mentioned that getting people in the headset is the best way to sell it, but offering other options is crucial. He proposed a continuum of experiences and the need for alternatives for all audiences.

• Participants asked if these other modalities can solve the problem and questioned the applicability of the technology.

• Participants responded that it's not an either-or situation and suggested a continuum of experiences with different levels of convenience and fidelity.

7. Discussion about using multi-platform approach

• Participants asked about using MDM and the multi-platform approach. Randall Rode mentioned looking at HoloLens and Intune for managing the devices. He discussed the need to make decisions regarding deploying quest headsets and providing alternatives for users.

• Multiple speakers discussed the multi-platform approach for consumers of the technology, focusing on managing the devices and providing different experiences.

8. Discussion about incorporating XR into nursing education

• Participants shared his background and experience with exploring XR in nursing education. He mentioned the challenges faced, including the weight of devices and the desire for smart glasses. He questioned whether XR is the primary solution for replacing standardized patients or mannequins.

• Participants expressed concerns about the current limitations of XR technology and raised questions about its effectiveness as a primary solution.

9. Discussion about current technology and its implementation

• The speaker emphasizes the importance of using technology that works today and not waiting for future advancements.

• The speaker discusses the need to find ways to fit technology into the organization's culture and gain faculty support.

• The speaker mentions the AV team as potential advocates for implementing new technology.

10. Discussion on haptics and VR capabilities

• Participants mentioned the importance of having the right tools for specific tasks, such as haptics, and the potential future development of haptic capabilities through XR glasses.

• Participants emphasized the importance of plug and play compatibility of adaptive tools in different facilities.

• Randall Rode discussed the benefits of VR for practicing procedures without the need for haptics, especially for overwhelming experiences in simulation labs or clinical situations.

• Participants shared a research paper that showed the effectiveness of VR in training medical students for surgical procedures and highlighted the importance of learning proper sequences in various fields.

• Participants expressed enthusiasm for educators exploring the strengths and shortcomings of VR as a medium for learning in different domains.

11. Patient Education and Immersive Tech

• Participants discusses her work on creating a content creation management and deployment solution for patient education using immersive tech.

• Randall Rode mentions some early explorations at his institution around patient education and leveraging immersive tech, including support groups in VR.

• Participants shares his unique perspective as a medical student and VR researcher, discussing the potential of VR simulations for medical education, particularly in emergency scenarios like codes.

12. XR and Gen AI for patient simulation

• Participants mentions other companies using Gen AI for patient simulation.

• Participants discusses the ability to modify scenarios on the backend, including medication, allergies, medical history, and voice intonation.

• Participants and others discuss the potential of XR and Gen AI for exams, patient education, and visualizing viruses and pathogens.

13. Challenges of scaling AR and VR in medicine

• Participants raises concerns about the challenges of scaling AR and VR in medicine, including determining appropriate use cases and getting clinicians engaged.

14. HoloLenses Usage

• The team plans to conduct follow-up workshops and encourage faculty to integrate HoloLenses into the curriculum.

XR and AI in Healthcare: Call for Sponsors & Exhibitors for our Feb 1 Summit in Miami

On Feb 1st, we are hosting XR and AI in Healthcare Summit in Miami. If interested to sponsor or exhibit, email info@thevrara.com

The Healthcare industry has been identified as one of the industries that is expected to lead adoption of XR and AI technology. From patient care & medical equipment operations and maintenance, to medical staff training, to improving surgical suite operations, XR and AI technology provides unlimited potential to improve medical staff and facility performance to improve patient outcomes.

This one day conference + expo will bring together medical professionals who are currently using XR and AI technologies, medical professionals looking to learn about the technology, Academia and Medical Technology companies that are developing solutions to address needs of the healthcare industry.

Confirmed Sponsors, Exhibitors, and Speakers already include:

• Dr. Robert Masson, M.D, Masson Spine Institute, Medical Director and Founder

• Colonel (Ret) Cheryl Lockhart, US Air Force and Army National Guard. Former Chief Nurse, Surgeon General Military Nursing Consultant and Army Signal Corp officer

• Dr. Linda Ciavarelli, HouseCall VR, Co-Founder

• Mary Lee Carter, Parker University. Formerly with AdventHealth

• Miles Harper, BEYEONICS. Formerly with Carl Zeiss Meditec AG

• Lynn Welch, Lucid Reality Labs

• Wayne Fogel, Terasynth

• Robert Signore, Co-Founder, Thrive Pavilion Inc

• Dr. Miriam Zylberglait, CEO & Clinical Director, Virtual Wellbeing MD

• Dr. (Col) Paul Kwon, Medical Advisor, U.S. Army PEO STRI. Pediatrician, US Army.

• Kimberly Workum RN, BScN, MEd, CHSE, CCN, University of Manitoba

• Univ of Miami

• Engage

• eXeX

• SimX

• Xennial

• Terasynth

• Cleanbox

• Others

If interested to sponsor or exhibit, email info@thevrara.com

Thank you, and we look forward to seeing you in Miami on Feb 1!

John Dean Markunas Appointed as Real Estate Committee Chair

We are thrilled to have John Dean Markunas help lead our community for Real Estate.

John Dean Markunas is a real estate industry blockchain and related innovation technology advisor, strategist and business development consultant.  He is the Founder and Principal Consultant with Power of Chain Global Consultancy LLC. 

Mr. Markunas’ work covers several distinct real estate sectors; property title insurance,   transactional, cryptocurrency use, tokenization and land registry.  His advisory work covers the implementation and use of NFTs, Digital Twins, VR, AR, XR and the Metaverse.  He has been advising blockchain and real estate startups since 2017.

John is a prominent global public speaker on blockchain and related technology  use in the real estate industry, author of many  articles covering a variety of topics related to  the revolution of real estate industry processes.  

He has over 30 years’ experience in the commercial real estate industry and has lived and worked in Mexico and  Brazil as a real estate industry consultant, broker and appraiser.

Mr. Markunas has a BS degree in Business Administration from Florida State University. He also holds an MBA in Finance and Marketing from the University of San Francisco, State of California.  

John is fluent in Spanish and Portuguese.

Damon Shackelford appointed as co-chair of VR/AR Association Enterprise Committee

We are thrilled to have Damon Shackelford help lead our Enterprise Committee and work together with our community to help define best practices, guidelines, and standards for this specific vertical.   Join our weekly Online Meets, see schedule here.

Currently Damon is working with XR propositions at Eastman Chemical Company.

““I am both honored and excited to co-chair the VRARA Enterprise committee during this time in our industry’s history as we are experiencing the beginning of what can best be described as the “tipping point” for technology adoption in manufacturing.””

— Damon Shackelford

Highlights from our annual Retail Forum: 800 people from 62 countries. See top speakers, countries, sessions.

Our annual ​Retail Forum​ brought together the best minds in VR/AR, shopping, and metaverse commerce. We had about 800 attendees, 20+ speakers from Herman Miller, Snap, Sony, Target, Meta, Google, Microsoft, Bridgestone, Amazon, Marxent, Lenovo, VR Direct, Magic Leap, Walmart, Verizon, Accenture, Morgan Stanley, Obsess, Banuba, WestRock, Niantic, Philips, among others.

Access video recordings ​here​.

Do you want to participate in our upcoming ​Online Meets​? We have weekly online meetings with presentations, live discussions, and networking to help you grow your knowledge, connections, and your business. If you would like to attend, email ​info@thevrara.com​ to be added to the meeting invites. If you have something interesting to present, let us know and we will add you to the schedule!

The Forum’s top sessions included:

Thank you to our Retail Forum sponsor:

Join our ​Immerse Global Summit​ at ​Metacenter Global Week​ in Orlando on Oct 17-19. We expect 3000+ people, 200+ exhibitors, speakers from Amazon, Meta, Obsess, many others!

New whitepaper! VR/AR To Address Staffing Challenges of the Energy Sector (Download)

Download whitepaper

VRARA Energy whitepaper part 2

Our Energy Industry Committee has produced this whitepaper aimed to guide energy organizations in leveraging VR/AR solutions to address challenges in staff acquisition, skill impartation, and talent retention. This document outlines key considerations in identifying use cases, specifications, functionalities, and hardware selection. Additionally, it addresses VR/AR solution deployment and change management. 

These papers (Part 1 and Part 2) serve as reference documentation for both end users and VR /AR solution providers. They facilitate productive engagement by establishing a shared language and understanding of requirements. 

Virtual and Augmented Reality (VR and AR) have the potential to revolutionize learning and training in the energy sector. They offer immersive experiences that enhance understanding of complex concepts, procedures, and equipment in a safe environment. These technologies are engaging and impactful throughout the employment cycle, from recruiting to reskilling and provide access to virtual training environments worldwide, reducing carbon footprints and promoting sustainability. 

In 2021, the VR/AR Association Energy Committee released the first whitepaper in a series, titled “VR/AR in the Energy Sector,” providing insights on VR and AR utilization in the industry. The goal was to offer insights to the VRARA Energy community, representing stakeholder organizations and technology suppliers, on how VR and AR solutions can be used to overcome critical business challenges facing our industry. 

Table of Contents 

Authors & Contributors......................................................................................................................................... 1 

Table of Contents....................................... 2 

1. Introduction................. 3 

2. Principal Considerations Before Getting Started......................................................... 3 

3. Setting the Right Learning Objectives........................................................................................ 5 

4. Type of Content to Develop.................................................................................................. 7 

4.1 Planning the Content................................................................................................ 7 

4.2 Classification of VR AR Use Cases for Training................................................................ 8 

4.3 Types of Simulation Modules.................................................................................. 9 

5. Hardware Equipment........................................................................10 

5.1 Type of Headset systems.........................................................................................10 

5.2 Mobile Devices..............................................................................................................12 

5.3 Desktop deployments.......................................................................................12 

5.4 Room Scale Immersive Systems.............................................................................12 

5.5 Characteristics of VR/AR Hardware Devices......................................................................................12 

5.6 Selection of VR AR Hardware for Application Development......................................13 

6. Content Production and Distribution.............................................................................14 

6.1 Internalize Capabilities................................................................14 

6.2 Third-party partnership......................................................................14 

7. Data and Scoring............................................................................................15 

8. Integrating into the Enterprise................................................................16 

8.1 Integration Support.............................................................................................13 

8.2 Content Licensing and Intellectual Property.............................................................13 

9. Physical Considerations for a Virtual World........................................................................17 

9.1 Training Space..........................................................................................17 

9.2 Audience Preparation................................................................................................17 

10. Conclusion.............................................................................................................................18

VR/AR Association annual Retail Forum will be held on Aug 31. See industry highlights!

Join our annual Retail Forum on Aug 31 as we bring together the best minds in VR/AR, shopping, and the metaverse. We expect 1000+ attendees, 20+ speakers from Walmart, Meta, Google, Microsoft, Bridgestone, Marxent, Lenovo, VR Direct, Magic Leap, Sony, among others.

Our event will be 4hrs long. In addition to keynotes, rapid presentations, sessions, demos, expert panels, we will have the best-in-class 1-on-1 online networking where you can build meaningful connections! ​See highlights from our forum last year here​.

Some interesting highlights about the industry:

• More than 90% of Americans currently use, or would consider using augmented reality (AR) for shopping. This is an increase from 66% of people who expressed interest in using AR to make purchasing decisions in 2019 (Google research).

• Shopify's research shows a 94% higher conversion rate for products with AR content than products without AR.

• 69% of online shoppers in the US interested in using AR scanning app to try on apparel and footwear purchases. 62% of shoppers revealed their willingness to use smartphone scanning to determine the correct sizes for their apparel and footwear purchases Harris Poll/Footwear News (March 2023).

• 300% increase in conversion rates when shoppers utilize the “View in Room” AR feature while shopping for furniture (Marxent)

• Increased product engagement: 5 times the number of products viewed when AR is deployed on PDP. This resulted in a 25% add-to-cart increase (Jerome’s Furniture WebAR)

• Increased cart conversion: Shopify consumers of a retail brand were “65% more likely to place an order after interacting with a product in AR.” (Rebecca Minkoff)

• Personalized user-generated content: The modern consumer loves personalization, and 76% of consumers prefer brands that showcase UGC. (ChargeAR.com)

• Increased loyalty AR creates positive brand impressions, builds consumer confidence, and creates a trusted loyalty loop. That, in turn, reduces returns (up to a 22% decrease from Build.com) while keeping the brand top of mind. (Warby Parker Virtual Try On)

• 83% of consumer goods executives surveyed expect their company will have a stake in the Metaverse within the next 2 years. (Deloitte)

• Metaverse consumerism has the potential to drive $5 trillion in value creation by 2030 (McKinsey & Company, 2023).

Join us on Aug 31 to learn and connect!

Thank you Sponsors:

Also, join our ​Immerse Global Summit​ at ​Metacenter Global Week​ in Orlando on Oct 17-19. We expect 3000-5000 people and have Amazon AWS, Meta, Bridgestone, many others confirmed!

VRARA Retailer's Playbook for the Metaverse: e-commerce in Virtual Space using Web3, VR/AR, NFT (download)

Download publication

VRARA Retail Metaverse Playbook

(and participate in our annual Retail Forum 2023 on Aug 31!)

VR/AR Association White Paper

Retailer's Playbook for the Metaverse

e-commerce in Virtual Space using Web3, VR/AR, NFT

By the VRARA Retail Committee

Many retailers tell us that the metaverse feels more futuristic than practical, yet there are retailers already using metaverse technologies and early iterations of virtual worlds, like gaming platforms. We intend this guide to explain present-day retail possibilities, plus where we may be heading in the coming years. This is a companion guide to our previous ebook, The Retailer’s Playbook for AR and VR in 2023.

Foreword: Harnessing the Metaverse for Retail

Beck Besecker, Founder & CEO, 3D Cloud by Marxent

Sarah Ennis, Intergalactic Agency Inc

Table of contents

Harnessing the Metaverse for retail

Introduction

Why we made this guide

Who should read this guide?

Understanding what the metaverse is and could become

Benefits of the metaverse for retailers

8 major benefits from using metaverse for e-commerce and retail brands Web3 placemaking best practices

How shopping works with Web3 and the metaverse

Web3 placemaking best practices

The role of NFTs in metaverse retail

Example: NFT as a tokenized loyalty program

More examples of NFT Campaigns

Tips to discover your metaverse possibilities

How to start a metaverse project

Final thoughts

VRARA Retailer’s Playbook for AR and VR in 2023 (download)

Download publication

VRARA Retail Retailers Playbook 2023

(and participate in our annual Retail Forum 2023 on Aug 31!)

VR/AR Association White Paper

The Retailer’s Playbook for AR and VR in 2023

Stores, e-commerce, Web3, AI/ML, and beyond

By the VRARA Retail Committee

VRARA Retail Co-Chairs

Sonia Schechter, 3D Cloud by Marxent

Sarah Ennis, Intergalactic Agency

VRARA Retail Working Group Contributors

Ben Feld, Niantic

Lucky Gobindram, CemtrexXR

Vanessa Mullin, Agora

Aditya Mani, YOLOgram Style

Hassaan Iftikhar, Aequilibrium

Navjeet Chhina, Genius Ventures Inc

Jessi Sparks, Magnetic Mobile

Delz Erinle, Astraverse

Michael Potts, Polycount

Rachel Fischbein, Fashion Incubator San Francisco

Oktay Kesebi

Foreword: Unlocking the potential of AR, VR, and Web3 in retail

Beck Besecker, Founder & CEO, 3D Cloud by Marxent

It used to be relatively easy to test new retail tech concepts. Back in 1999, I worked for a datadriven couponing company. We conducted a simple experiment by having my team stand next to products in convenience stores and hand out coupons as shoppers passed by. Looking back, that experiment seems ultra-simple when compared to testing the current class of retail technologies.

But the good news is that testing new ideas doesn’t have to be complicated. The potential of today’s cutting-edge technologies—Augmented Reality (AR), Virtual Reality (VR), and Web3—is crystal clear, and there are accessible methods for quickly testing ideas. This is good news because consumers want to shop with these technologies.

According to a recent Harris Poll/Footwear News survey conducted in March 2023, 69 percent of online shoppers in the United States expressed their interest in using an FDA-cleared AR scanning app to try on apparel and footwear purchases.

Furthermore, approximately 62 percent of shoppers revealed their willingness to use smartphone scanning to determine the correct sizes for their apparel and footwear purchases. But the applications of AR continue beyond virtual try-on.

Our own data shows a staggering 300 percent increase in conversion rates when shoppers utilize the “View in Room” AR feature while shopping for furniture. Retailers across various categories are testing other applications, ranging from Snap lenses to in-store virtual mirrors.

While testing AR, VR, and Web3 may seem more complex than my in-store couponing test, they are well within the reach of retailers eager to evolve their strategies and embrace technologies that resonate with millennials and future generations. These emerging tools offer the ability to enhance the customer experience, drive operational efficiencies, and unlock previously unimaginable levels of engagement.

Retailers today have only begun to scratch the surface of what these transformative technologies can offer. They possess the power to redefine how businesses interact with customers, presenting exciting possibilities for innovation and growth. Now is the time to seize this opportunity, educate yourselves, build confidence, and test your ideas for utilizing AR and VR.

In this ebook, a group of early developers of retail technologies will serve as your guides on this journey. Our goal is to demystify these technologies, making them more accessible and easier to understand. We aim to empower retailers to explore and harness the immense potential of AR, VR, and Web3 in their own unique ways.

Drawing from our collective experiences and insights gained from numerous retail deployments, we have witnessed firsthand the immense impact these technologies can have. We have seen customers transported to virtual showrooms, engaging with products in ways previously only possible in dreams. We have witnessed shoppers trying on virtual garments, enabling them to visualize and personalize their style like never before. The power of AR in enhancing the in-store experience is undeniable, seamlessly blending the physical and digital worlds to create captivating environments that capture shoppers’ imagination.

Consider this ebook your trusted resource and compass as you embark on your exploration of AR, VR, and Web3. We will delve into the fundamentals, provide practical implementation advice, and showcase inspiring examples that illustrate the transformative power of these technologies. Our aim is to ignite your imagination and spark ideas for your own retail revolution.

It’s time to break free from the constraints of the past and embrace the boundless potential of the future. Together, let’s unlock the door to a new era of retail where AR, VR, and Web3 revolutionize the industry and make the shopping experience better for all.

Also, download our VRARA Retailer's Playbook for the Metaverse: e-commerce in Virtual Space using Web3, VR/AR, NFT

Participate in our annual Retail Forum 2023 on Aug 31!

1249 people from 61 countries joined our Healthcare Forum 2023. See the top speakers and sessions.

Get ready for more healthcare innovations at our Immerse Global Summit in Orlando!

The VRARA Healthcare Forum Provided a Platform for Revolutionizing Healthcare Through Virtual and Augmented Reality

The VR/AR Association (VRARA) hosted it's annual Healthcare Forum, a virtual event comprised of health tech pioneers, industry experts, and healthcare professionals that are dedicated to advancing healthcare through the use of Virtual and Augmented Reality technologies, digital health, medical, and AI.

Our Forum 2023 had 45+ speakers and 1240+ attendees from Microsoft, Bloomberg, Magic Leap, Tel Aviv Medical Center, Merck, Thermo Fisher, Harvard, Edwards, MIT, NYU, CAE, Sony, Intel, Nebraska Medicine, Global Center for Health Security, NYC Health + Hospitals, Meta, Elsevier, Pfizer, National Institutes of Health (NIH), Mayo Clinic, SSM Health, PICO.

Top Speakers, Sessions included:

• VR/AR & AI Technology in Healthcare - With Super Powers come greater Responsibilities - Rafael Grossmann, Surgeon, MD

• How VR/AR and Generative AI will Impact the Future of Healthcare (panel) with Doug Hohulin, Harvey Castro Author of ChatGPT and Healthcare, and Denise Meade, Microsoft

• VR/AR in Healthcare: How to Scale Successful VR/AR Training Programs by David Burch, ArborXR

• TAMP Doctor Innovators (panel) with David Hall, CEO, TAMP and TAMP doctors from around the world

VRARA Healthcare Forum provided the healthcare industry with a unique opportunity to explore the benefits and applications of VR/AR technologies. These technologies offer innovative and immersive experiences that promote patient engagement, accelerate clinical trials, and enhance healthcare outcomes.

How VR and AR Technologies are Revolutionizing Healthcare

VR/AR technologies have brought about a myriad of changes in the healthcare industry. Some of the exciting ways the VR and AR technologies have revolutionized healthcare include:

1. Training Healthcare Professionals

VR and AR technologies offer a safe and immersive environment for training healthcare professionals. These technologies provide them the opportunity to hone their skills and practice managing complex medical scenarios in a realistic environment.

2. Enhanced Patient Experience

The immersive experience that VR provides can promote relaxation, reduce anxiety, and aid the rehabilitation of patients. AR technology can help provide patients with interactive and visual aids for better communication and understanding of their medical conditions.

3. Virtual Consultations and Checkups

VR and AR technologies are already being used for virtual consultations and checkups by healthcare providers. This technology enables physicians to conduct remote consultations and checkups with patients in different locations, thus reducing the time and cost associated with travel.

4. Improved Clinical Trials

Clinical trials are an integral part of developing new drugs and treatments for various medical conditions. VR and AR technologies have revolutionized this process by making it possible to conduct realistic and safe simulations using virtual patients, significantly reducing the time and costs of clinical trials.

The VRARA Healthcare Forum: A Platform for Revolutionizing Healthcare

The VRARA Healthcare Forum provided healthcare professionals, researchers, and industry experts with a platform to share their knowledge and insights on the use of VR and AR technologies in healthcare.

This forum brought together healthcare professionals, technology experts, and researchers from around the world to explore the vast potential of virtual and augmented reality technologies in healthcare.

By participating in the VRARA Healthcare Forum, individuals and organizations were able to:

• Connect with like-minded individuals and organizations committed to advancing healthcare through VR and AR technologies.

• Learn and share insights into the latest trends and developments in VR and AR technologies and how they apply to healthcare.

• Access informative and actionable resources that support the application of VR and AR technologies in healthcare.

In conclusion, the VRARA Healthcare Forum was an invaluable opportunity for healthcare professionals, researchers, and industry experts to explore the potential of VR and AR technologies in healthcare. The forum offered a platform for individuals to share their knowledge, connect with like-minded individuals and organizations, and advance healthcare.

Thank you to our forum Sponsors!

Get ready for more healthcare innovations at our Immerse Global Summit in Orlando!

Apple showcases its Vision Pro headset with a medical app. Join our Healthcare Forum on June 29.

Apple enters the spatial computing headset market!

The XR healthcare market is projected to reach $9.5B by 2028.

On June 29, join our annual Healthcare Forum as we host 40+ speakers, and 800+ attendees.

Apple showcases its Vision Pro headset with a medical app during WWDC

Although still a small market ($1.8B in 2021), health-focused XR has shown potential in treating a range of conditions, from phobias to chronic pain.

Already, XR is helping treat patients. One of the most successful areas has been post-traumatic stress disorder (the Veterans Health Administration was an early adopter) and has also been used to reduce pain and anxiety without medication. XR has become an important educational tool, allowing students to practice procedures and prepare for high-risk scenarios (surgeons trained with XR have shown significantly fewer errors than traditional training methods.) And, VRARA Member UCF, has implemented XR for nurses over the past year. And, Arizona State replaces all intro biology labs with VR labs.

On June 29, our annual Healthcare Forum will have 40+ speakers, 800+ attendees from Microsoft, Bloomberg, Magic Leap, Tel Aviv Medical Center, Merck, Thermo Fisher, Harvard, Compal, Edwards, Pacific Neurocenter, Canon, MIT, NYU, CAE, Sony, Intel, TAMP (with doctors from US, Europe, Brazil, Nigeria, India), and many others.

Jeremy Joseph appointed as Co-Chair of VR/AR Association's Aerospace Committee

We are thrilled to have Mr. Jeremy Joseph help lead our Aerospace community. Join us!

Jeremy is a results-oriented and visionary software engineering expert with 16 years of experience as a dynamic solutions architect, customer interface, and effective company leader on the forefront of innovation. He recently joined Bluedrop USA as Vice President Capture, Training and Simulation after a 15+ year career including companies such as SAIC, CAE/Presagis, GameSim, and Luminar. Passionate about the Orlando M&S and Tech community, Jeremy has been involved in several community organizations including the UCF Engineering Leadership Innovation Institute and has mentored Senior Design students. He has also been a conference chair for the Serious Play conference and the IMAGE conference. Jeremy holds a BS in Computer Engineering and a MS in Modeling and Simulation from UCF and is currently pursing a D.Eng. in Engineering Management from George Washington University. He is also a NTSA Certified Modeling and Simulation Professional.

“I’m excited to Co-Chair the Aerospace committee as I have been in this industry a long time and I am looking forward to the continued growth of VR and AR in the Aerospace industry and bringing together the best of the best to propel the industry forward through collaboration.”

— Jeremy Joseph

AR Post: "A Very Interesting VR/AR Association Enterprise & Training Forum"

See top Sessions, Speakers, and Video Recordings from our Forum here

The VR/AR Association held a VR Enterprise and Training Forum yesterday, May 24. The one-day event hosted on the Hopin remote conference platform, brought together a number of industry experts to discuss the business applications of a number of XR techniques and topics including digital twins, virtual humans, and generative AI.

The VR/AR Association Gives Enterprise the Mic

The VR/AR Association hosted the event. In addition to keynotes, talks, and panel discussions, the event included opportunities for networking with other remote attendees.

“Our community is at the heart of what we do: we spark innovation and we start trends,” said VR/AR Association Enterprise Committee Co-Chair, Cindy Mallory, during a welcome session.

While there were some bonafide “technologists” in the panels, most speakers were people using the technology in industry themselves. While hearing from “the usual suspects” is nice, VR/AR Association fora are rare opportunities for industry professionals to hear from one another on how they approach problems and solutions in a rapidly changing workplace.

“I feel like there are no wrong answers,” VR/AR Association Training Committee Co-Chair,Bobby Carlton,said during the welcome session. “We’re all explorers asking where these tools fit in and how they apply.”

The Convergence

One of the reasons that the workplace is changing so rapidly has to do with not only the pace with which technologies are changing, but with the pace with which they are becoming reliant on one another. This is a trend that a number of commentators have labeled “the convergence.”

“When we talk about the convergence, we’re talking about XR but we’re also talking about computer vision and AI,” CGS Inc President of Enterprise Learning and XR, Doug Stephen, said in the keynote that opened the event, “How Integrated XR Is Creating a Connected Workplace and Driving Digital Transformation.”

CGS Australia Head, Adam Shah, was also a speaker. Together the pair discussed how using XR with advanced IT strategies, AI, and other emerging technologies creates opportunities as well as confusion for enterprise. Both commented that companies can only seize the opportunities provided by these emerging technologies through ongoing education.

“When you put all of these technologies together, it becomes harder for companies to get started on this journey,” said Shah. “Learning is the goal at the end of the day, so we ask ‘What learning outcomes do you want to achieve?’ and we work backwards from there.”

The convergence isn’t only changing how business is done, it’s changing who’s doing what. That was much of the topic of the panel discussion “What Problem Are You Trying to Solve For Your Customer? How Can Generative AI and XR Help Solve It? Faster, Cheaper, Better!”

“Things are becoming more dialectical between producers and consumers, or that line is melting where consumers can create whatever they want,” said Virtual World Society Executive Director Angelina Dayton. “We exist as both creators and as consumers … We see that more and more now.”

“The Journey” of Emerging Technology

The figure of “the journey” was also used by Overlay founder and CEO, Christopher Morace, in his keynote “Asset Vision – Using AI Models and VR to get more out of Digital Twins.” Morace stressed that we have to talk about the journey because a number of the benefits that the average user wants from these emerging technologies still aren’t practical or possible.

“The interesting thing about our space is that we see this amazing future and all of these visionaries want to start at the end,” said Morace. “How do we take people along on this journey to get to where we all want to be while still making the most out of the technology that we have today?”

Morace specifically cited ads by Meta showing software that barely exists running on hardware that’s still a few years away (though other XR companies have been guilty of this as well). The good news is that extremely practical XR technologies do exist today, including for enterprise – we just need to accept that they’re on mobile devices and tablets right now.

Digital Twins and Virtual Humans

We might first think of digital twins of places or objects – and that’s how Morace was speaking of them. However, there are also digital twins of people. Claire Hedgespeth, Head of Production and Marketing at Avatar Dimension, addressed its opportunities and obstacles in her talk, “Business of Virtual Humans.”

“The biggest obstacle for most people is the cost. … Right now, 2D videos are deemed sufficient for most outlets but I do feel that we’re missing an opportunity,” said Hedgespeth. “The potential for using virtual humans is only as limited as your imagination.”

The language of digital twins was also used on a global scale by AR Mavericks founder and CEO, William Wallace, in his talk “Augmented Reality and the Built World.” Wallace presented a combination of AR, advanced networks, and virtual positioning coming together to create an application layer he calls “The Tagisphere.”

“We can figure out where a person is so we can match them to the assets that are near them,” said Wallace. “It’s like a 3D model that you can access on your desktop, but we can bring it into the real world.”

It may sound a lot like the metaverse to some, but that word is out of fashion at the moment.

And the Destination Is … The Metaverse?

“We rarely use the M-word. We’re really not using it at all right now,” Qualcomm’s XR Senior Director, Martin Herdina, said in his talk “Spaces Enabling the Next Generation of Enterprise MR Experiences.”

Herdina put extra emphasis on computing advancements like cloud computing over the usual discussions of visual experience and form factor in his discussion of immersive technology. He also presented modern AR as a stepping stone to a largely MR future for enterprise.

“We see MR being a total game changer,” said Herdina. “Companies who have developed AR, who have tested those waters and built experience in that space, they will be first in line to succeed.”

VR/AR Association Co-Chair, Mark Gröb, expressed similar sentiments regarding “the M-word” in his VRARA Enterprise Committee Summary, which closed out the event.

“Enterprise VR had a reality check,” said Gröb. “The metaverse really was a false start. The hype redirected to AI-generated tools may or may not be a bad thing.”

Gröb further commented that people in the business of immersive technology specifically may be better able to get back to business with some of that outside attention drawn toward other things.

“Now we’re focusing on the more important thing, which was XR training,” said Gröb. “All of the business cases that we talked about today, it’s about consistent training.”

Business as Usual in the VR/AR Association

There has been a lot of discussion recently regarding “the death of the metaverse” – a topic which, arguably, hadn’t yet been born in the first place. Whether it was always just a gas and the extent to which that gas has been entirely replaced by AI is yet to be seen.

While there were people talking about “the enterprise metaverse” – particularly referring to things like remote collaboration solutions – the metaverse is arguably more of a social technology anyway. While enterprise does enterprise, someone else will build the metaverse (or whatever we end up calling it) – and they’ll probably come from within the VR/AR Association as well.

Post originally appearing on Arpost.co by Jon Joehnig.

930 People from 55 countries joined our annual Enterprise & Training Forum. See top Sessions, Speakers, and Video Recordings.

Access the video recordings here

Our annual forum was a full day of best practices, guidelines, and insights as we brought together industry leaders in VR/AR, digital twins, industrial metaverse, AI, and digital transformation.

We had 60 speakers from Qualcomm, CGS Inc, Overlay, Microsoft, ArborXR, Boeing, Michelin, US Air Force, Bridgestone, Magic Leap, UPS, Accenture, Lenovo, Varjo, Raytheon, Unity, Booz Allen, Porsche, Schlumberger, Veteran Affairs, and more.

Access the video recordings here.

Below are the top sessions and countries:

Access the video recordings here.