XR as a Game Changer in Enterprises

From Area YOUTUBE

In a recent fireside chat hosted by the Augmented Reality for Enterprise Alliance (AREA), Mark Gröb, an Immersive Tech expert at UPS talked with Mark Sage, executive director of AREA, about the transformative impact of extended reality (XR) in the enterprise space. From training programs to design augmentation, they explored the key benefits and challenges of deploying XR technologies in real-world business settings.

Solving Industry Problems with XR

Gröb emphasized how XR technologies are revolutionizing several industries, particularly in training and design. He said, “The no-brainer has been training.” XR enables scalable, immersive learning experiences, ranging from home-based personal devices to advanced simulator environments.

XR is also making waves in design and operational planning, particularly through its integration with digital twins and generative AI. Gröb highlighted XR’s unique capability as a human-centric interface for AI, noting, “XR devices allow us to visually understand and confirm that the data is being processed correctly.”

Tangible and Intangible Benefits

The chat underscored the tangible benefits of XR, including cost reductions, time savings, and increased accuracy. Gröb pointed out how modern XR devices — such as the Quest 3 and Vision headsets — are easier to deploy, which significantly lowers barriers for enterprise adoption. “Cutting training time from three days to one is substantial,” he said, emphasizing the cost and efficiency advantages.

On the intangible side, Gröb spoke about how XR fosters employee empowerment and collaboration. “The ability to coordinate in a logical manner for humans, and have the help of AI in real time, adds value and empowers employees to do what they need to do to get the job done right,” he said. These benefits extend beyond productivity, enabling more precise, error-free execution of tasks.

Overcoming Challenges in XR Adoption

While the potential of XR is clear, Gröb acknowledged the challenges enterprises face in adopting the technology. From cultural resistance to concerns about data privacy and cost, many organizations struggle to fully embrace XR. Gröb stressed the importance of having internal champions to drive adoption and a willingness to learn from mistakes. “It’s a group effort,” he explained, urging businesses to take a realistic and strategic approach when evaluating XR solutions.

The Road Ahead

As XR technology continues to evolve, its role in enhancing enterprise operations grows more significant. Both Gröb and Sage agreed that fostering openness and collaboration in the XR ecosystem is vital for unlocking its full potential.

Watch the full fireside chat on the AREA YouTube channel.