Meta Connect 2024 explored new horizons in the domains of augmented reality, virtual reality, and artificial intelligence. From affordable mixed reality headsets to next-generation AI-integrated devices, let’s take a look at the salient features of the event and what they entail for the future of immersive technologies. Meta CEO Mark Zuckerberg speaks at Meta Connect, Meta’s annual event on its latest software and hardware, in Menlo Park, California, on Sept. 25, 2024. David Paul Morris / Bloomberg / Contributor / Getty Images Orion AR Glasses At the metaverse where people and objects interact, Meta showcased a concept of Orion AR Glasses that allows users to view holographic video content. The focus was on hand-gesture control, offering a seamless, hands-free experience for interacting with digital content. The wearable augmented reality market estimates looked like a massive increase in sales and the buyouts of the market as analysts believed are rear-to-market figures standing at 114.5 billion US dollars in the year 2030. The Orion glasses are Meta’s courageous and aggressive tilt towards this booming market segment. Applications can extend to hands-free navigation, virtual conferences, gaming, training sessions, and more. Quest 3S Headset Meta’s Quest 3S is priced affordably at $299 for the 128 GB model, making it one of the most accessible mixed reality headsets available. This particular headset offers the possibility of both virtual immersion (via VR headsets) and active augmented interaction (via AR headsets). Meta hopes to incorporate a variety of other applications in the Quest 3S to enhance the overall experience. Display: It employs the most modern and advanced pancake lenses which deliver sharper pictures and vibrant colors and virtually eliminate the ‘screen-door effect’ witnessed in previous VR devices. Processor: Qualcomm’s Snapdragon XR2 Gen 2 chip cuts short the loading time, thus incorporating smoother graphics and better performance. Resolution: Improvement of more than 50 pixels is observed in most of the devices compared to older iterations on the market, making them better cater to the customers’ needs Hand-Tracking: Eliminating the need for software, such as controllers mandatory for interaction with the virtual world, with the advanced hand-tracking mechanisms being introduced. Mixed Reality: A smooth transition between AR and VR fluidly makes them applicable in diverse fields like training and education, health issues, games, and many others. With a projected $13 billion global market for AR/VR devices by 2025, Meta is positioning the Quest 3S as a leader in accessible mixed reality. Meta AI Updates Meta Incorporated released new AI-assisted features, such as the ability to talk to John Cena through a celebrity avatar. These avatars provide a great degree of individuality and entertainment in the digital environment. Furthermore, one can benefit from live translation functions that help enhance multilingual art communication and promote cultural and social interaction. The introduction of AI-powered avatars and the use of AI tools for translation promotes the more engaging experiences with great application potential for international business communication, social networks, and games. Approximately, 85% of customer sales interactions will be run through AI and its related technologies. By 2030, these tools may have become one of the main forms of digital communication. AI Image Generation for Facebook and Instagram Meta has also revealed new capabilities of its AI tools, which allow users to create and post images right in Facebook and Instagram. The feature helps followers or users in this case to create simple tailored images quickly and therefore contributes to the users’ social media marketing. These AI widgets align with Meta’s plans to increase user interaction on the company’s platforms. Social media engagement holds 65% of the market of visual content marketers, stating that visual content increases engagement. These tools enable the audience to easily generate high-quality sharable visual images without any design background. AI for Instagram Reels: Auto-Dubbing and Lip-Syncing Advancing Meta’s well-known Artificial Intelligence capabilities, Instagram Reels will, in the near future, come equipped with automatic dubbing and lip-syncing features powered by the artificial intelligence. This new feature is likely to ease the work of content creators, especially those looking to elevate their video storytelling with less time dedicated to editing. The feature is not limited to countries with populations of over two billion Instagram users. Instead, this refers to Instagram’s own large user base, which exceeds two billion monthly active users globally. This AI-powered feature will streamline content creation and boost the volume and quality of user-generated content. Ray-Ban Smart Glasses The company also shared the news about the extensions of the undoubted and brightest technology of the — its Ray-Ban Smart Glasses which will become commercially available in late 2024. Enhanced artificial intelligence capabilities will include the glasses with hands-free audio and the ability to provide real-time translation. The company’s vision was making Ray-Ban spectacles more user friendly to help those who wear them with complicated tasks, such as language translation, through the use of artificial intelligence. At Meta Connect 2024, again, the company declared their aim to bring immersive technology to the masses by offering low-priced equipment and advanced AI capabilities. Meta is confident to lead the new era of AR, VR, and AI innovations in products such as the Quest 3S, AI-enhanced Instagram features, and improved Ray-Ban smart glasses. With these processes integrated into our digital lives, users will discover new ways to interact, create, and communicate within virtual worlds.

Immersive technologies, such as virtual reality and augmented reality, rely heavily on artificial intelligence. Through AI, these experiences are made interactive and smart, providing data-based insights while also enabling personalization. In this article, we will follow the evolution of immersive technologies in relation to AI, make predictions regarding its future development and bring forth some opinions from experts who explore this area. Evolution of AI in VR, MR, and XR The journey of AI in VR, MR and AR technologies has been marked by significant milestones. As we have observed, the improvements of AI in immersive technologies have been evidenced by a number of important milestones, starting with the early integration of AI-driven avatars and reaching the current practice of deep learning for real-time environment adaptation. Therefore, let’s envision what we should expect in the upcoming days from AI in the VR/MR/AR field and what experts believe in the approach. Future of AI in VR, MR, and XR The IEEE AIxVR 2024 conference was held in January 2024. There were experienced experts and people with the most innovative ideas coming together to talk about how artificial intelligence has reached virtual and augmented reality. This event was made up of completely revolutionary discussions about virtual reality and all the other AI technologies that have really progressed. There were talks from keynote speakers, research presentations, and interactive sessions, showing AI as the source of these enhancements: realistic immersive experiences, exclusive content, and personalized stuff. One of the most remarkable episodes of the event was the keynote address of Randall Hill, Jr., an important personality in the AI and immersive technologies world. Hill was showing off the change that artificial intelligence has brought to virtual reality. He said: “Our journey to building the holodeck highlights the incredible strides we’ve made in merging AI with virtual reality. The ability of AI to predict and adapt to user behavior in real-time is not just a technological advancement; it’s a paradigm shift in how we experience digital worlds.” Another conference, Laval Virtual 2024, was also remembered for the impressive performance of Miriam Reiner, owner and founder of VR/AR and Neurocognition Laboratory at Technion, who was presenting the speech “Brain-talk in XR, the synergetic effect: implications for a new generation of disruptive technologies”. Source: Photo by Laval Virtual from X Miriam Reiner shared an insightful quote at the IEEE AIxVR 2024 conference, emphasizing the transformative potential of AI in VR and AR. She stated: “The synergetic effect of brain-computer interfaces and AI in XR can lead to a new generation of disruptive technologies. This integration holds immense potential for creating immersive experiences that respond seamlessly to human thoughts and emotions.” Statistical data, in particular, provides a summary of the assumptions regarding the use of AI in immersive technologies. A notable point from a recent market analysis is that the worldwide XR market will increase by almost $23 billion, growing from $28.42 billion in 2023 to $52.05 billion by 2026, due to the popularization of next-generation smart devices and significant advancements in AI and 5G technologies. A report by MarketsandMarkets foresees the development of the AI segment in XR, projecting the market to reach $1.8 billion by 2025. This indicates that the expansion of AI in creating more interactive and personalized immersive experiences is becoming a major trend. Conclusion AI adds certain features in VR, MR, and AR solutions, such as an improved user experience, higher-quality interactions, smarter content creation, advanced analytics, and enhanced real-world connections. It significantly transforms the way we perceive immersive technologies.

Even while immersive technologies are becoming more and more commonplace in our daily lives, many firms remain skeptical about their potential for corporate development. “If technology does not directly generate revenue, why invest in it at all?” is a common question in the public mind. Because of their careful approach, only very large companies in the business with substantial marketing expenditures are using immersive technologies to generate excitement at conferences, presentations, and events. But there are far more benefits to using VR, AR, and MR in marketing than just eye candy. These technologies provide a plethora of advantages that can boost sales, improve consumer engagement, and give businesses a clear competitive advantage. Marc Mathieu, Chief Marketing Officer at Samsung Electronics America said: “The future of marketing lies in immersive experiences. VR, AR, and MR technologies allow us to go beyond traditional advertising and create unique, memorable interactions that can influence consumer perception and behavior in powerful ways.” Captivating and engaging audiences is one of the main benefits of VR, AR, and MR. According to a 2023 Statista analysis, AR advertising engagement rates are predicted to rise by 32% over the course of the next several years, indicating the technology’s capacity to capture viewers. An information-rich culture can be a hostile environment for conventional marketing strategies. Conversely, immersive technologies offer compelling and unforgettable experiences. For example, augmented reality uses smartphones or AR glasses to superimpose product information or advertising onto the real environment, while virtual reality can take buyers to virtual showrooms or give them a 360-degree view of a product. A stronger emotional bond and improved brand recall could result from this degree of involvement. Here are other possible advantages. Personalized Customer Experiences Marketing initiatives that are highly customized are made possible by immersive technology. Businesses may learn more about the tastes and habits of their customers by gathering data on user interactions inside VR and AR environments. The relevance and efficacy of marketing campaigns may then be increased by using this data to customize offers and messaging for specific consumers. Because consumers are more likely to respond favorably to marketing that seems to be tailored just for them, personalization raises the chance of conversion. Demonstrating Product Benefits For many products, VR, AR, and MR offer a distinctive approach to showcase benefits, especially for those that are complex or have characteristics that are hard to explain through traditional media. Potential buyers may be able to virtually test out a product and get a firsthand look at its features with a VR experience. With augmented reality (AR), one may see how a product would appear in its natural setting, for example how furniture would fit in a space. Sales can rise and buyer hesitancy can be considerably reduced when consumers can see and engage with a product before making a purchase. Creating Shareable Content Social media users are more likely to share content that uses VR, AR, and MR. Individuals are more likely to tell their friends and followers about interesting and engaging events, which generates natural buzz and raises brand awareness. Since suggestions from friends and family are frequently more trusted than standard commercials, word-of-mouth marketing has the potential to be quite effective. Differentiation from Competitors To stand out in a crowded market, distinctiveness is essential. Through the integration of VR, AR, and MR into marketing tactics, companies may establish a reputation for being creative and progressive. This draws in technologically sophisticated clients and establishes the business as a pioneer in its field. Those companies that adopt these technologies early will have a big edge when additional companies start looking into them. Enhanced Data Collection and Analytics Immersive technologies provide new avenues for collecting data on customer interactions and preferences. By analyzing how users engage with VR, AR, and MR experiences, businesses can gain valuable insights into customer behavior and preferences. This data can inform future marketing strategies, product development, and customer service improvements, leading to a more refined and effective overall business approach. Detailed Examples of Immersive Technology in Marketing Pepsi’s AR Halftime Show During the Super Bowl halftime show in 2022, Pepsi introduced an inventive augmented reality (AR) experience created by Aircards with the goal of interacting with fans in a whole new way. Through the use of their cellphones, viewers may access an augmented reality experience by scanning a QR code that was flashed during the broadcast. With the use of interactive multimedia including behind-the-scenes videos, exclusive artist interviews, and real-time minigames, viewers were given the impression that they were a part of the event. To add a gamified aspect to the experience, the AR halftime show also included virtual Pepsi-branded products that spectators could “collect” and post on social media. In addition to offering amusement, this program gave Pepsi useful information on user behaviors and preferences. Through data analysis, Pepsi improved total customer engagement and brand loyalty by honing future marketing initiatives and creating more tailored content. Visa’s Web3 Engagement Solution Visa launched an innovative Web3 interface technology in 2024 with the aim of transforming loyalty programs for clients. Visa developed an easy and engaging interface that let users interact with virtual worlds and benefit from the combination of blockchain technology and augmented reality. Customers can engage in virtual treasure hunts and simulations of real-world locations through augmented reality (AR) activities. In order to provide clients with safe and transparent incentive tracking across many merchants, the Web3 system also made use of blockchain. More adaptability and compatibility across various loyalty programs were made possible by this decentralized strategy. Customers benefited from a more satisfying and engaging experience as a consequence, and Visa was able to implement more successful marketing campaigns thanks to detailed data analytics that provided deeper insights into customer habits and preferences. JD AR Experience by Jack Daniel’s To bring their brand story to life, Jack Daniel’s introduced an immersive augmented reality experience. Users could access an immersive trip through Jack Daniel’s production process and history by scanning a bottle of whiskey with…