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Game developers have been early adopters of VR and augmented reality, and major game platforms have partnered with brands in the virtual worlds of Roblox, Fortnite, and Minecraft. We predict new mixed reality devices from Apple, Meta, and Sony will drive more VR interest among game developers. And while economic conditions may slow ad innovation in the metaverse, it won鈥檛 be stopped.

Retailers should invest in smartphone apps and features such as personalization, seamless payment, augmented reality, and real-time inventory updates. They should also boost their retail media capabilities. As the high prices of shipping and raw materials continue to put pressure on retail margins in Europe, retail media could provide additional revenues.

Mixed reality: Sevilla suggested that consumers may not be sold on VR just yet, though mixed reality and augmented reality are gaining popularity. 鈥淩ight now, mixed reality makes more sense. The applications have been proven. But having to be in an immersive environment with a head[set], they still need to find a compelling use case, and I don鈥檛 think that, at this point, it鈥檚 there yet.鈥�.

Creating augmented reality virtual pop-up shops on Snapchat have been successful鈥攖o the tune of 鈥渁 couple million dollars鈥� for each one. Each shop has a certain theme and only around 20 products at a time. 鈥淚t shows us that there is real commercial value in 鈥� this digital innovation space.鈥�. Why it matters: Snapchat use by Gen Z grew by 5.1% this year to reach 43.7 million.

And they鈥檙e not just driving installs: Amazon, for example, recently partnered with AR game-maker Niantic to sell products related to Peridot and Pok茅mon Go. As mobile games diversify, brands have more opportunities.

Brands can now sponsor their own AR effects and filters, which will foster user engagement in advertising. Microsoft used this resource to push its brand with a nostalgia factor, while Daft Punk tried it out as a fun way to push fan engagement. These ads are a little silly, but a viral filter could go a long way with user interest. Who cares? Brands willing to take a creative risk. Player: Microsoft.

TCL is showcasing its NXTPAPER 2-in-1 laptop featuring an innovative paper-like color display, as well as its RayNeo X2 AR glasses. Our take: Smartphone makers can take risks and showcase unusual designs and innovation at Mobile World Congress, which could help expansion across non-North American countries or regions with strict bans.

They鈥檒l simplify mobile checkout through AR-based solutions and in-demand personalization services that surface the most relevant payment options for a given buyer. They鈥檒l also focus on the experience in browsers鈥攚here much of mcommerce occurs鈥攂y developing solutions like Marqeta鈥檚 latest tokenization tool, which lets retailers send customers a virtual card to use online in just a few clicks.

It鈥檚 pinning its social commerce hopes on augmented reality (AR)鈥攚ith features such as AR shopping Lenses for virtual try-ons and a new Screenshop product discovery tool. Pinterest: With 11.0 million UK users, Pinterest lags most of the other social networks when it comes to reach.

In second place was southern Europe with 50% according to the A, b, C of mobility research paper by Raphael Prieto, cual, complexity Science hub and Juan p OA of ar, VT university. So 92% of trips in America owned by cars versus if you take European in its entirety, it's just 43% for cars. Then in America, 4% of trips are by public transport compared to 32% in Europe.

Our forecasting team says that there are over 90 million Americans, nine zero million Americans, who use AR, 70 million use VR and 36 million have a VR headset. IDC was saying the worldwide AR headset market is planned to grow to 6 million by 2027. Apple had reportedly wanted to push 3 million in year one. Now, analysts say 200,000 is more likely.

That could include click-and-collect options, mobile apps that enable customers to scan and go, and AR and VR technology. Reduce friction points for better shopping experiences. Remove out-of-stock products from retail sites, enable one-click checkout for return customers, offer more options for delivery and click and collect, and make returns easier with prepaid envelopes or free in-store returns.

Do you think that augmented reality will have a similar unlock with being able to visualize products? Sky Canaves:. It's a little bit hit or miss. I think Walmart acquired a virtual AR try-on firm a couple of years ago and it hasn't done very much with the technology, apart from being able to visualize clothing on different models.

More than a quarter of the US population currently uses augmented reality in some capacity according to our forecast, and a lot of that is taking place in stores. How can stores tailor these experiential and experimental tech opportunities to build a more robust customer profile? Arielle Feger:. I have a couple of thoughts on that.

Customers can scan QR codes to access augmented-reality content and use the on-site studio to create customized social media content. In the US, Amazon has more than doubled its tech-enabled Fresh grocery stores compared with this time last year and rolled out its smart shopping carts at select Whole Foods locations. Amazon also opened its first tech-enabled Amazon Style location in California.

Some luxury consumers are interested in using AR and VR tools for shopping. Although usage of and interest in virtual goods was relatively low among the US luxury consumers we surveyed, other innovations have the potential to engage those who haven鈥檛 used them.

These are custom 2D, 3D, and augmented reality (AR) filters that appear in branded videos. In-feed ads are also heavily used by advertisers in Canada, according to brand interviews for this report. These are the most visible ads when scrolling the app, typical of the programmatic display ad units that appear in most social media apps. The types of brands participating are wide ranging.

As the economy continues to roil, brands will look to some of the most hyped technologies鈥攊ncluding generative AI, clean rooms, and Web3鈥攖o solve real problems.

They're also beta testing a Shop with Friends, which is an AR experience that allows shoppers to share a virtual outfit with their friend to gather their feedback before they purchase. So it's the AR version of, do these pants make my butt look big? Sara Lebow:. I'm less convinced about Walmart. They're doing a lot of stuff and I don't know if it's all going to pay off. Arielle Feger:.

Insurers will be better placed to engage customers and drive healthy customer behaviors through AR/VR-based challenges in the metaverse. Rewards linked to healthy choices can be offered in insurer-created tokens. Web3 could unlock new ways to search for and buy insurance. This could look like a decentralized platform that aggregates all insurance dapps, per Oliver Wyman.