The transformative potential of AR and VR technologies

AR/VR initiatives are driving immersive experiences that enhance community engagement, brand advocacy, and memorable interactions through innovative solutions. These technologies provide quick assistance and problem-solving with on-site technical services, creating a strong brand dependency. This support mechanism improves user experience, building trust and loyalty that often translates into brand advocacy.

Additionally, AR/VR facilitates training and onboarding for new technicians with easily accessible, language-friendly modules. Technicians can learn and practice tasks in a virtual environment, reducing the need for physical resources and operational complexities. This ensures efficient and tailored training, enhancing overall service quality. By leveraging AR/VR, brands can create engaging experiences that not only support technical requirements but also strengthen their brand community and leave a lasting impression on users.

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Citing the example of Merck Life Science, Mohan Bhaskara Head of Creatives Services - Shared Business Services (SBS), said, “Merck is using virtual labs to train new employees without exposing them to restricted areas. In the hospitality industry, AR and VR are increasingly used to create brand recall and enhance engagement. Leading hotel chains use VR technology to provide guests with unique in-room entertainment, while for some offer immersive tours of locations and rooms. These technologies are transforming traditional hospitality services, inspiring confidence and trust in customers as they make informed decisions about their stay. E-commerce players have adopted 3D, AR, and VR are dramatically changing the retail landscape. Some key players have adopted 3D, AR, and VR and are dramatically changing the retail landscape globally, by advocating immersive technology experiences. This shows that consumers are ready to embrace immersive technologies in their daily lives.”

Mohan Subrahmanya, Country Leader, Insight Enterprises, added here, “At Insight Enterprises, we understand the transformative potential of AR and VR technologies in the modern digital landscape. To leverage the best out of such tech advancements, Insight plays an important role as a solutions integrator. Insight, with its comprehensive capabilities in hardware, software and services, can merge AR/VR gadgets with latest software, hardware, and systems to create a seamless and unified solution. These immersive technologies are not just tools but gateways to innovative engagement strategies that revolutionize how brands connect with their audiences.”

Subrahmanya further said that by 2024, the market for AR, VR, and mixed reality is expected to surge to nearly $300 billion, signaling a significant investment by businesses in this domain. Understanding the role of VR in future business strategies is crucial, as virtual showrooms begin to replace traditional retail environments, enabling shoppers to explore retail items in 3D and virtually try it on.

“Moreover, VR technology is set to revolutionize training programs across various sectors such as healthcare, manufacturing, and construction. In the hospitality and travel industry, AR can enhance navigation, assist tourists in discovering local experiences and transport options, and facilitate hotel reservations. Healthcare sees AR and VR not only in training but also in surgical preparation to mitigate unforeseen complications and improve patient recovery times. The marketing and advertising sector is leveraging AR and VR to create immersive experiences that capture the dwindling attention spans of audiences. In real estate, AR/VR technologies offer potential buyers virtual tours, saving time and resources,” he added.

According to projections from the International Data Corporation (IDC), global investment in augmented reality and virtual reality (AR/VR) technologies is anticipated to surge to $13.8 billion this year, with expectations to further escalate to $50.9 billion by 2026.

Brands can build immersive, one-of-a-kind experiences with AR and VR that engage consumers more deeply than traditional media. For example, a software company may show clients how its software can be incorporated into typical workstations using AR, or show them a virtual tour of its data centers using VR. AR and VR can be used to create unique and creative marketing initiatives. Businesses can generate excitement and improve their brand visibility by implementing similar technology into their advertising efforts.

Quoting from the Vedas, Pankaj Raut, CEO, AjnaLens, said, “यत्र विश्वम् भवत्येक नीडम्” – (“Yatra Vishvam Bhavatyek Nidam”), meaning “Where the world finds its nest”. Raut explained that this Vedic principle underscores the brand’s role in creating a sense of belonging. “Customers gravitate towards brands that resonate on a personal level, emphasizing the need for brands to foster a deep sense of community and connection,” he added.

Speaking further, Raut said that the digital age demands storytelling that captivates and resonates, with consumer insights showing that memorable experiences significantly enhance brand loyalty and advocacy. The challenge for brands is to craft narratives that not only attract attention but sustain engagement, fostering a deep, emotional bond with their audience.

Shatadru Sarkar, Founder, Metastar Media, cited the following transformative potential of AR and VR technologies:

• Better Content:A VR experience is in 3D 360 4K video quality: it is the best visual format today in terms of quality. The VR experience itself is far superior to watching a video on a device.
• Emotional Engaging Factor that enhances customer relationships: The immersive nature of VRemotionally engages consumers more than any other marketing content and is a powerful way to connect customers to the brand, immersing them in the brand story via a fantastic experience.
• Close the Gap between the Customer and the Brand:Bring your customers closer to the brand by giving them premium access & exclusive experiences through VR that have been reserved for a few.

“AR and VR technologies enable experience sharing even among community members who are not always in the same geographical location,” said Amit Dhawan, Partner & CEO, Art-E, adding, “For example, it is through the emergence of virtual reality-based events or music concerts that huge numbers of people from different parts of the planet are united by common interest; it is such community and sense of belongingness.”

Bhavik Mehta, CEO & Founder, Think’in Birds Communications, noted, “AR/VR is supercharging brand communities and advocacy through immersive experiences. We craft interactive stories like AR scavenger hunts, fostering community through shared discovery. VR lets us design social spaces for brand enthusiasts, igniting advocacy through virtual product launches and interaction. We can also gamify learning with AR, making brand interactions fun and memorable. Plus, AR filters encourage user-generated content, spreading brand love through social sharing. By personalizing the journey with AR/VR, we create deeper connections and lasting brand memories. It’s a game-changer for fostering vibrant brand communities.”

Vidyadhar Kunnath, Senior Vice President, Younion, added here, “AR/VR tech facilitate meaningful interactions between consumers and the brand, in turn creating community engagement. Through interactive virtual environments, consumers can explore products, participate in virtual demos and also interact with others in real time. They enable brands to tell compelling stories and create emotional connections with the consumers. These technologies offer opportunities for collaboration by bringing people together in virtual spaces, facilitating meaningful interactions with the brand and providing a platform for active participation and content creation.”

Venu Kondur, CEO, Lobb Logistics, stressed that “It is absolutely vital for us as we are an application which involves people from different states and languages. Our community is huge, involving both professionals and users. The creatives which come out using these tools address them adequately, and going forward, we are going to embrace this at a larger scale.”