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VR immerses a user in a nonfixed, 360-degree visual environment. Users interface with different types of multimedia content via connected TVs, desktop/laptop computers, mobile devices, or headsets. Examples of VR include photos and videos (e.g., Google Earth VR), games (e.g., Meta Horizon Worlds), and virtual simulations (e.g., product demos, virtual showrooms).

New platforms, new opportunities: Accelerating its VR announcement can push Apple above the fray in VR/AR and supporting platforms while it continues to compete in smartphone and PC markets that are quickly saturating and where Apple has smaller market share. A VR pivot could give Apple a dominant position in an emerging market where rivals Google, Microsoft, and Amazon don鈥檛 have a foothold.

Haptic vests, gloves, and full suits from bHaptics and Owo add touch to virtual reality (VR), while companies such as OVR and Aromajoin demoed headsets with aroma canisters capable of producing scents. As with headsets, they serve a niche audience of gamers or serve as concept devices.

Apple鈥檚 investments in live sports like Major League Soccer and Major League Baseball, as well as Apple TV streaming, also offer opportunities for VR. More details on the Apple headset: A report from Bloomberg gives us some insights on Apple鈥檚 hardware and its unique features. The headset will be able to shift from VR to AR using a Digital Crown, similar to one on the Apple Watch and AirPods Max.

Investments in VR will continue. Meta won court approval to purchase VR fitness startup Within Unlimited for an expected $500 million. Owning Within鈥檚 Supernatural service and the competing Beat Saber app will give Meta dominance over popular apps on its VR platform.

Given the surge in interest over commercializing AI, Meta could monetize its AI products to reach its VR ambitions.

AR/VR: Manufacturers including Tooz, TCL, Xiaomi, and ZTE displayed smart glasses, which were more concepts than legitimate products. VR and extended reality (XR) headsets also had a presence, and Qualcomm announced agreements with several telecom companies for XR devices and support.

Judicious investments across markets with shorter-term ROI could sustain longer-term ambitions like VR platform expansion. (Source: Meta).

To participate in AR shopping, consumers don鈥檛 necessarily need expensive headsets like they do for virtual reality (VR). For the 91% of US internet users who shop via mobile, AR is already accessible. Using a filter to simulate a couch in a living room or virtually try on makeup is free, whereas Meta鈥檚 less expensive VR headset, the Quest 2, will leave a $400 hole in consumers鈥� pockets.

VR has limited appeal as consumers navigate real-world challenges. Despite the hype around the Metaverse, just 11.0% of UK adults own a VR headset, per our survey with Toluna. VR for shopping isn鈥檛 high on consumer radar鈥攆ew consumers use it, and interest in the technology remains low. When it comes to technology, age does matter. Younger consumers are more likely to adopt emerging technologies.

A combination of AI and virtual reality (VR) innovations have improved gaming technology significantly. As companies invest in both of these ventures, expect gaming to look even more impressive, which could drive adoption, especially among Gen Z. Gaming has had a strong holiday season already. Its future could be even brighter.

鈥淏ut when we actually look at the evolution of virtual reality (VR) and augmented reality (AR) technology, that's getting better and better every year. And we know there's going to be a tremendous amount of innovation in these spaces ahead.鈥�. Here鈥檚 what we鈥檝e seen:.

Bank of America is already utilizing AI, virtual reality (VR), and the metaverse to train its employees. These technologies allow the bank to simulate real customer crises and train staffers on how to resolve them. As startups that offer training technology continue to raise money to innovate and expand their products, this use of AI will become more common and evolve further.

Though Gen Z鈥檚 VR use lingers behind any other form of media, activity is on the rise, and advertisers should keep a close eye on the tech as applications become more accessible. Use this chart:. Pitch the importance of reaching Gen Z on video and social. Demonstrate Gen Z鈥檚 low but growing VR use. Evaluate advertising to Gen Zers via podcasts. More like this:.

VR headsets could do the same for video鈥攁lthough probably not in the next two years. But the real short-term opportunity may be in cars, where media systems are evolving rapidly. Sources. Comscore Inc.

In the US, the number of people accessing virtual reality (VR) in general will grow by only single-digit percentages through 2025, plateauing at just over a fifth of the population, per our forecast. To speed up adoption, marketers and VR platforms need to take the time to educate consumers, not only about what the metaverse is and how to use it, but also the benefits that it can provide.

They actually have their wearables, their Quest VR, mixed reality headset. All of that can benefit-. Marcus Johnson (14:52):. Yeah, WhatsApp. Gadjo Sevilla (15:27):. They can all benefit from the AI infusion. And we could really see that they're willing to spend to get to where they are. (15:35):. Google would come in third at 15%. I think it's still going to be an important player definitely.

In-store tech like mobile scanners, cashierless checkout, and QR codes offering information will become commonplace, especially for those focused on efficiency, while experiential stores will look to virtual reality (VR) and digital personalization kiosks. 2. Brands board the Web3 bandwagon.

VRS combines BISG info with machine learning to evenly distribute ads based on estimated audience demographics. Settlementing into place: VRS was born from a settlement with the US Department of Housing and Urban Development following allegations of ad biases. A 2016 ProPublica investigation found Facebook advertisers could exclude users by race and 鈥渆thnic affinities.鈥�

AR, VR, and mixed reality await Apple鈥檚 entry. Meta鈥檚 dominance of the VR headset market has eroded, according to the International Data Corporation (IDC), as devices from ByteDance-owned Pico rise in prominence. The company is now walking back its big metaverse pivot.

For consumers, the easiest way to envision the concept is through virtual reality (VR) gaming. Game developers have been early adopters of VR and augmented reality, and major game platforms have partnered with brands in the virtual worlds of Roblox, Fortnite, and Minecraft. We predict new mixed reality devices from Apple, Meta, and Sony will drive more VR interest among game developers.

Apple鈥檚 attention has been divided recently across a monumental AI pivot and its AR/VR aspirations, both of which have yet to be profitable. Samsung has baked some AI features into its latest Galaxy devices and is the first Google partner to integrate access to Gemini Pro and Imagen 2 with Vertex AI on cloud for smartphones.

Young people are looking to virtual reality (VR) for gaming and entertainment rather than as a replacement for physical and more typical social media interactions. That presents an ad opportunity, but proceed with caution, since even young people are far from all-in on a VR future. Things to watch: Advertisers need to meet Gen Zers where they are.