As we recently shared, most US companies across industries believe that investing in extended reality (XR) in the next year is critically important. However, some companies are ahead of the curve, already utilizing XR solutions in their day-to-day work processes. We found that 58% of US companies we spoke to are using extended reality – either augmented or virtual reality tools – today. These companies are also finding value, with 86% indicating that they believe continuing to invest in XR solutions in the next year is important.
XR Adoption by Company Size and Department
We found companies with more than 500 employees were significantly more likely to be using XR in business today. We also found those in strategy, insights and analytics, sales, and marketing departments were more likely to be utilizing XR tools already. However, employees mentioned familiarity with these tools across departments, including operations, HR and customer service. Extended reality solutions can support business operations in almost any organization function.
XR Tool Usage Breakdown
Digging into what tools companies are using, we found that 61% of companies rely only on virtual reality (VR) solutions. A much smaller group, only 16% of companies using XR tools rely exclusively on augmented reality (AR). This breakout between VR and AR solutions makes sense when you consider tht VR tools have been utilized by organizations for nearly two decades, while AR has really just started to break through in the last five to 10 years among both corporations and consumers. However, there is a clear group of early adopters among organizations today. Almost one in four companies say they are using both augmented reality and virtual reality today as part of everyday business operations. This becomes critically important to understand when you start to dig into how companies are using these tools and where they are finding the most value from application.
The Impact of XR
The critical question is how clients are utilizing extended reality for work today. There are hundreds of very specific ways that organizations use extended reality tools today. In the last five years, the aviation industry has used virtual reality and digital twin technology to optimize efficiency and airport operations. VR tools have been a critical element in urban planning, and as technology evolves, we could see changes in how cities engage with both residents and visitors. Seoul is one of the first of hundreds of cities exploring how to bring smart cities to life in the metaverse. While this study doesn’t explore metaverse applications, we must reinforce that extended reality provides the building blocks that will be critical to metaverse adoption and expansion.
XR Use Cases
Among the clients we spoke to, we were able to segment the areas that extended reality tools were most often used. Product and concept visualization has historically been one of most established use cases for virtual reality and 3D content in professional settings. Brands rely on 3D models of products for planning, marketing, and even more effective e-commerce experiences today. The role of the digital twin in retail, manufacturing, and the broader supply chain process has become and inherent part of any operational planning process. What’s fascinating is that for any implementation of XR technology, the visualization of physical products, places, or people within the technology is essential. Yet the average organization looks at that as an input rather than an output, not really understanding that digital content serves as an asset with its own value.
XR for Training and Onboarding
Utilizing these digital assets, companies use both AR and VR tools to test concepts virtually before executing in physical environments. They also utilize digital assets in virtual environments to help train and on-board employees. While some companies use virtual reality, major companies like Hyundai, Walmart and Chipotle, as well as healthcare organizations like Case Western Reserve and the Cleveland Clinic, have leaned into augmented reality for their training needs.
Conclusion
The adoption of XR is rapidly gaining momentum across industries, as organizations recognize its potential to transform their businesses. Our survey findings demonstrate that XR is already being utilized by a significant number of companies, and the vast majority of those who are not yet using XR believe that investing in XR solutions is important. As XR technology continues to evolve and mature, we can expect to see even more widespread adoption and innovative use cases emerge. Companies that are early to adopt XR will be well-positioned to reap the benefits of this transformative technology.
If your company is trying to understand how to develop, or grow, you extended reality and metaverse roadmap, let us know. We’d love to help guide you in the process. The future is now with these technologies. Don’t wait too long or you’ll be left behind.
