Commercial Integrator February 2021 - 32

MARKETS: RETAIL
How AR, VR and XR Are Reshaping
the World One Vertical at a Time
Retail, healthcare, museums and corporate leaders are just a few using the power of interaction to
increase their reach and connection. by D. Craig MacCormack
THE WORLD IS BECOMING MORE interactive
than ever and AV technology is powering
the transformation along with AR.
From virtual reality seen through specially
made glasses or helmets to augmented
reality experiences we can all have using QR
codes and our smartphones, the world is at
our fingertips in new and exciting ways all
the time, from retail stores to restaurants to
museums to stadiums to even boardrooms.
" Hardware is coming together with
software to create these experiences that
humans want and need, " said Incisiv's
Cathy Craig during the ISE RISE Spotlight
reporters' roundtable discussion on extended
reality technology.
Craig's company uses augmented and
virtual reality to help athletes and teams
improve their action intelligence to help
users make the right decision at the right
time and execute in the right way.
" Virtual reality in sports isn't about
replacing reality, " she said. " It has to add
value. " Those values include increased performance
through better practices, better
coaching with increased use of analytics
and a more structured and even faster
rehabilitation process.
The world is becoming more interactive
than ever and AV technology is powering
the transformation along with AR.
Retail environments are especially ripe for experimentation with new technologies
such as augmented reality.
Cathy Craig during the ISE RISE Spotlight
reporters' roundtable discussion on extended
reality technology this week.
Craig's company uses augmented and
virtual reality to help athletes and teams
improve their action intelligence to help
users make the right decision at the right
time and execute in the right way.
" Virtual reality in sports isn't about
replacing reality, " she said. " It has to add
value. " Those values include increased performance
through better practices, better
coaching with increased use of analytics
" Mixed reality is no longer a theoretical toy for techies.
The door is wide open and we're just starting to explore
new ways we can use it. " - Travis Craw
From virtual reality seen through specially
made glasses or helmets to augmented
reality experiences we can all have using QR
codes and our smartphones, the world is at
our fingertips in new and exciting ways all
the time, from retail stores to restaurants to
museums to stadiums to even boardrooms.
" Hardware is coming together with
software to create these experiences that
humans want and need, " said Incisiv's
32
and a more structured and even faster
rehabilitation process.
NHS data scientist and medical doctor
Raphael Olaiya sees potential for increased
machine learning and artificial intelligence
in the health care field while Media Monks'
Travis Craw says AV integrators are " trying to
bring more reality into digital experiences. "
That includes through the use of mixed
reality studios, new forms of interaction and
Commercial Integrator FEBRUARY 2021
combining multiple devices for a seamless
experience, he said.
" Mixed reality is no longer a theoretical
toy for techies, " said Craw. " The door is
wide open and we're just starting to explore
new ways we can use it. "
Where AR, VR and XR
Interaction Can Go
Unity Technologies' Tony Parisi says more
brands are using augmented reality to
sell products from trying on clothes and
testing makeup to looking at how a new car
would look in the driveway, to name a few
examples.
Spatial computing strategic advisor Raffaella
Camera says end users are " willing to
give up a deeper level of immersion to be
able to use devices that are familiar to them.
" Enterprises need to be able to sell and
communicate not only to their customers
but also to their own employees. They also
need to be much more nimble to be able to
react quickly, " she said.
Camera expects VR and AR glasses to
start to flood the market in 2023 and there
will be a proliferation of extended reality
content in all verticals by then.
commercialintegrator.com

http://www.commercialintegrator.com

Commercial Integrator February 2021

Table of Contents for the Digital Edition of Commercial Integrator February 2021