Immersive technology is an umbrella term for technology that merges the physical and digital worlds. It can take the form of:

• Navigable 360 space
• Digital overlays on top of reality
• Or entire digital worlds

The idea is to create simulated environments where the user experience is entirely engaging.

Ready Player One, The Matrix, and Existenz are all examples of movies demonstrating the potential of immersive technology. However, the tech also extends to things like augmented reality and 3D design.

As Meta (formerly Facebook) extends Horizon Worlds across Europe, it’s a good time to think about the future of immersive technology.

An Introduction to Immersive Technologies

New worlds of possibilities have opened up due to advances in 3D design and video technology. Our business and personal lives are gradually moving online. Immersive technology represents the next frontier in our digital lives.

By creating worlds or augmenting our existing reality through wearable headsets, glasses, or screens, users will be able to interact with simulated reality.

The potential of immersive technologies is immense. Immersive reality can transform the consumer and enterprise industry. The market is set to be worth about $333 billion by 2025.

Let’s take a look at:

● Different types of immersive technology

● A brief history of the early days of this tech

● Immersive technology use cases

Definition and Types of Immersive Technology

Immersive technology describes a range of technologies that facilitate immersion in a simulated environment. These experiences are achieved via screens or headsets. Some forms of immersive tech provide access to entirely simulated worlds. However, others project digital objects over the physical world.

There are a few different types of immersive technology in use today. Here are the most common forms.

360

360 is one of the simplest and most common types of immersive technology. It’s fairly easy to capture and is made by stitching together a series of photographs. When compiled together, users can navigate the 360 worlds in all directions.

360 immersive tech is commonly used for things like virtual house tours or Google Street view.

Virtual Reality

Virtual reality is a well-known immersive technology. Typically users wear a headset that displays video content that mimics a worldview. There are different types of VR; some are more convincing than others.

Popular examples of VR tech are the Oculus Rift and Quest 2.

Augmented Reality

Augmented reality overlays information into our existing world. Some famous examples are Pokemon Go, Snapchat filters, and interior design apps. In recent years, some stores, like Ikea, have rolled out features that allow you to place furniture in rooms to see how it looks.

Mixed Reality

Mixed reality is like a combination of AR and VR. Some commentators suggest it offers the best of both worlds. MR lets users interact with objects in the digital world.

Haptics

Haptic tech, sometimes called 3D touch, uses sensors to simulate touch. This technology will be crucial in building truly immersive worlds by allowing us to feel interactions through vibrations, pressure, and other movements.

Early Stages: 1957–1991

While today’s immersive technology is cutting-edge, it’s the culmination of almost 70 years of attempts to build convincing simulations of reality.

Here are some key moments in the early stages of immersive technology.

1957: The first attempts at immersive technology came in the 1950s. A cinematographer called Morton Heilig invented a theater cabinet device that offered users an immersive experience that included video, scent, and touch.

1962: In 1962, two Philco Corporation engineers created the first known head-mounted display (HMD). The product was called the Headsight, and it contained two video screens and a magnetic tracking device. Its primary use was to move a remote camera so users could experience a live space without being physically present.

1966: In 1966, the Air Force built the first flight simulator. This tech was one of the most promising applications of VR because of its potential as a training aid for pilots.

1968: “The Sword of Damocles” becomes the first head-mounted AR/VR display

1978: “The Aspen Movie Map” was invented at MIT. It allowed users to interact with a video that simulated driving around Aspen.

1982: The movie Tron is released, which ignites the public’s appetite for immersive technologies.

1986: The Visually Coupled Airborne Systems Simulator (VCASS) was invented. At the time, it was a state-of-the-art flight simulator.

1987: The term “virtual reality” was coined by John Lanier.

1991: The Virtuality Group and Sega both built VR headsets; however, Sega’s version never saw the light of day.

Ways to Use Immersive Technology

The possible uses for immersive technology are endless. It can replicate almost any domain of human interest enhancing customer engagement. However, there are a number of areas that are attracting the most investment.

Healthcare

The healthcare industry has a strong track record for investing in cutting-edge technology. As such, the sector has explored the use of immersive technology for several different things. One of the most intriguing applications is found in training junior doctors to do operations. By simulating these experiences, doctors can get near first-hand knowledge of how to perform challenging procedures.

VR headsets are also being used to help people with low vision. Additionally, the tech can provide ways to treat chronic pain by essentially distracting the mind with an immersive experience. Finally, VR is also being explored to increase doctors’ ability to empathize with patients with various conditions.

Education

Education is one of the industries that stand to benefit most from immersive technology. 3D digital, virtual reality, and augmented reality are all being used to help with training across several sectors. Immersive worlds can simulate the working environment and help trainees experience typical scenarios and be prepared for the real thing.

Some of the best learning happens through practice rather than theory. Immersive technology can be used in conjunction with traditional education to simulate:

● Guided tours of areas

● Teach Art and History

● The experience of fixing or designing machines

● Perform scientific experiments

These examples are just scratching the surface. The possibilities are truly endless.

Entertainment

The entertainment industry has been the biggest investor in immersive technology, with gaming perhaps the most compelling use case. Gaming already has an immersive feel, and applications like Second Life can be seen as early versions of the metaverse. However, consoles like the Meta Quest 2, PSVR, and Value Index have recently released some intriguing titles.

Additionally, popular games like Fortnite could be some of the most prominent metaverse players. They have already built on top of the social aspects of the game and host concerts and other exclusive events.

Digital Marketing

Immersive technologies can help with digital marketing too. Online shopping can be significantly enhanced by allowing consumers to try on virtual clothes or bridge the gap between going to a store and seeing videos or pictures online.

Additionally, 3D digital, augmented reality, and virtual reality will allow brands to create more immersive marketing content and exist within virtual worlds, like the metaverse. Virtual advertising, collectibles, and tie-ins with real-life experiences will all help bring customer engagement to the next level.

Digital marketing technologies can help brands craft immersive experiences. Storytelling, smart shopping, and experimental marketing can all enhance the customer experience.

The Metaverse

There isn’t a lot of consensus on what the metaverse actually is. However, one of the most intriguing ways to describe it is as a social network that exists in a virtual world. Another way of thinking about it is an always-on immersive space that helps facilitate engaging, personal experiences.

Facebook’s rebranding to Meta gives us an idea of where the social networking giant sees its future. And it seems that Meta’s future will be as the host of various companies and individuals who will shop, work, learn, and socialize in virtual spaces.

Of course, there will most likely be lots of different Metaverses. Blockchain will probably have a large role to play in these future virtual worlds too. One part of that will be to provide the framework for transactions and authentication in these spaces. Additionally, users will use applications like NFTs to trade digital items within the metaverse.

A number of businesses will be at the forefront of delivering the visual elements of the metaverse. Companies likeArize and Adobe are building incredible 3D design and augmented reality assets and environments.

Our social media lives are moving further online. Brands will need to build representations of their products. These businesses will be there to provide the building blocks of these profound experiences.

Conclusion: People + process + technology

The people, process, and technology framework is used across the tech world. The aim is to achieve organizational efficiency by balancing the three elements.

Immersive technology can assist businesses in several ways. For example, ensuring workers have the tools to deliver unprecedented productivity and output.

Advanced technology is only useful with the right people and processes. Exciting new tech like 3D digital, augmented reality, and virtual reality can only make meaningful contributions to the world of work when they are correctly harnessed.

Immersive tech has arrived. The future of our social interactions lies in online virtual worlds where we can live, play, and work.

How can we help ?

At virtusa, we believe in creating exceptional experiences for our clients and partners. Talk to us and know how with Adobe technologies we can help you transform the experience for your customers.

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Sidheshwar Chauhan is a MarTech Executive with over a decade of experience in spearheading marketing transformations and driving significant growth through strategic innovations and partnerships. Proven expertise in integrating AI and advanced data analytics to enhance customer engagement and operational efficiency, leading high-impact digital solutions across multinational landscapes and critical initiatives for large brands.