Immersive Technology: The 2024 outlook

In the ever-evolving digital landscape, immersive technologies are poised to redefine how we perceive and interact with the world around us. As we approach 2024, these cutting-edge innovations are set to transcend their niche applications and become an integral part of our daily lives, revolutionising industries and reshaping business models.

The Convergence of Realities

Spatial computing, the metaverse, and the mixed reality spectrum – encompassing augmented reality (AR), virtual reality (VR), and extended reality (XR) – collectively form the realm of immersive tech. These technologies offer a seamless blend of digital and physical worlds, enabling us to experience and manipulate virtual environments as if they were tangible.

While some immersive tech solutions create entirely virtual worlds, others overlay digital information onto our physical surroundings. Interaction methods range from voice commands and eye movements to hand gestures and head motions, providing intuitive and natural ways to engage with digital content.

Unlocking Scalable Value

The true power of immersive tech lies in its ability to unlock value at an unprecedented scale. As adoption and innovation reinforce each other in a virtuous cycle, businesses across sectors are poised to benefit from easier access to transformative solutions. The potential applications are vast, from enhancing workforce collaboration and productivity to revolutionising customer experiences and driving operational efficiencies.

Seamless Enterprise Integration

As immersive tech matures, its integration into enterprise workflows is expected to accelerate. Everyday workplace applications will become available on immersive platforms, interoperable with existing 2D software. This seamless transition will enable users to move fluidly between traditional and immersive environments, syncing their work across devices and modalities.

Moreover, trusted technology companies are developing robust immersive enterprise applications, leveraging their deep relationships with major corporations. These applications will offer enhanced functionality, such as a heightened sense of presence, or support for complex manufacturing and maintenance tasks, while ensuring familiarity and ease of use.

Key Considerations:

• Embrace Early Adoption: Identify compelling use cases and initiate immersive tech pilots to gain a competitive edge.
• Assess Tech Readiness: Evaluate your existing technology stack and device compatibility to support immersive solutions.
• Build Trust and Security: Implement robust governance, risk management, and cybersecurity measures to foster stakeholder trust in this emerging technology.

Transforming Ways of Working

Immersive tech has the potential to revolutionise how we approach work, enhancing productivity and enabling new capabilities. For instance, mixed reality can provide technicians with 3D visualisations, real-time data, diagnostic tools, and expert guidance, empowering them to tackle complex machinery repairs more efficiently.

Additionally, immersive solutions can bridge the gap between remote and on-site work, offering a sense of co-presence and fostering collaboration. Virtual meeting rooms and shared workspaces can replicate the benefits of physical proximity, strengthening corporate culture and team dynamics.

Key Considerations:

• Rethink Workplace Strategies: Explore how immersive tech can enhance remote work productivity and corporate culture, informing workforce and office space strategies.
• Prioritise Scalability: While focusing on specific use cases for pilots, consider the potential for enterprise-wide scalability and integration with existing platforms.
• Encourage Opt-In Adoption: Respect individual preferences by allowing employees to choose whether to embrace immersive tech, fostering engagement and acceptance.

Immersive Commerce: The Next Frontier

As consumer confidence in immersive tech grows, driven by trusted brands and improved user experiences, its role in digital commerce is poised for exponential growth. Immersive solutions enable consumers to “try on” clothing, accessories, and cosmetics from the comfort of their homes, or visualise home renovations and new appliances in their living spaces.

In the B2B realm, immersive tech empowers businesses to virtually test new machinery, retail environments, and workplace facilities before making procurement decisions. Virtual sales and support teams can engage with customers globally, fostering more informed decision-making and enhanced customer experiences.

Key Considerations:

• Capture Near-Term Value: Leverage off-the-shelf immersive commerce platforms with proven ROI to engage customers quickly.
• Leverage Existing Devices: Reach consumers through immersive apps compatible with laptops, tablets, and smartphones, in addition to dedicated headsets.
• Explore Metaverse Platforms: Assess opportunities for customer engagement and sales within metaverse platforms with established user bases.

Scaling Up: The Proliferation Begins

As immersive tech continues to evolve, a proliferation of offerings with varying price points and functionalities is expected. From high-end, photorealistic headsets to lightweight, screen-less devices embedded in eyeglasses, businesses can select solutions tailored to their specific use cases and budgets.

This diversification of options will likely fuel broader adoption, incentivising further innovation and creating a self-reinforcing cycle of growth. Immersive tech will become increasingly vital for businesses and consumers alike, enabling new applications and services to emerge continually.

Key Considerations:

• Balance Cost and Capabilities: Evaluate the trade-offs between affordability and the desired user experience when selecting immersive devices and services.
• Explore Expanding Use Cases: Stay informed about the rapidly growing range of immersive applications, from real estate visualisation to digital twins and soft skills training.
• Empower Your Workforce: Invest in upskilling and hiring initiatives to equip your team with the necessary skills to leverage immersive tech effectively.

Generative AI: The Catalyst for Immersive Content Creation

The advent of Generative AI (GenAI) presents a game-changing opportunity for businesses seeking to create immersive content efficiently and cost-effectively. GenAI can power interactive avatars for sales and customer service, offering a more engaging and realistic experience than traditional chatbots.

For routine immersive content creation, natural language commands can instruct GenAI to generate the desired outputs. In more complex scenarios, GenAI can automate parts of the development cycle and augment human efforts, accelerating speed and reducing costs.

From interactive data visualisations and customised virtual meeting rooms to simulated training scenarios and digital twins, GenAI embedded in immersive tech can unlock a world of possibilities.

Key Considerations:

• Scale Up GenAI Adoption: Develop a strategic plan to deploy high-value GenAI at scale while managing associated risks.
• Embrace Reinvention: Leverage the convergence of GenAI, immersive tech, and other emerging technologies to transform work processes and explore new business models.
• Prioritise Convergence: Align with the findings of our 2023 Emerging Technology Survey, which highlights the significant value generated by companies that integrate AI, immersive tech, and other emerging technologies.

Building Trust and Facilitating Transformation

As immersive tech becomes integrated into everyday enterprise workflows, transforms ways of working and shopping, and enters a virtuous cycle of innovation and adoption, it has the potential to disrupt industries and enable new business models for organisations that leverage it strategically.

However, to fully realise its transformative potential, businesses must prioritise building trust with stakeholders. This may involve updating data governance, risk management, privacy, compliance, and cybersecurity frameworks to address the unique challenges posed by immersive tech, such as the potential capture of sensitive personal information like eye movements, hand gestures, and facial expressions.

By designing trust into immersive tech solutions from the outset, rather than attempting to retrofit it later, organisations can establish solid foundations and save time and resources in the long run. With trust built-in, immersive tech can offer secure, engaging, and powerful tools for workforce collaboration, enhanced business processes, customer engagement, and new revenue streams from day one.

The Path Forward: Embracing Immersive Innovation

As we stand on the precipice of the immersive tech revolution, businesses have a unique opportunity to position themselves at the forefront of this transformative wave. By staying informed about the latest developments, identifying high-value use cases, and fostering a culture of innovation, organisations can unlock the full potential of immersive technologies.

At IIConnection, we understand the critical role that technology plays in driving business success. Our expertise in technology recruitment enables us to connect organisations with top tech talent, ensuring they have the necessary skills and resources to navigate the immersive tech landscape successfully.

Take the first step towards finding the best talent for your organisation by contacting ii Connection Recruitment for your technology recruitment needs. Their expertise and network can help you find the right professionals who can contribute to your company’s growth and success.

With the right strategies, partnerships, and talent in place, businesses can harness the transformative power of immersive tech, redefine customer experiences, optimise operations, and unlock new revenue streams. Embrace the future today and position your organisation at the forefront of the immersive revolution.