Elephant (or Tiger) In The Room

Few weeks ago, I found myself in a customer workshop, discussing the fascinating realms of Extended Reality (XR), encompassing Augmented Reality (AR), Virtual Reality (VR), Mixed Reality (MR), and the omnipresent Artificial Intelligence (AI). It was during this workshop the about enterprise use-cases for AR sparked some interesting thoughts into the untapped potential of this technology.

During my discussion when I introduced AR to the audience, one person immediately associated it with the familiar filters on Snapchat. This seemingly casual response was, in fact, an excellent starting point. It showcased that AR had already found its way into everyday life, even if we didn't realise it. I then used good old trick which I've found always works with kids and in at family gatherings. I did a live demo of placing a tiger in the room using 3D animals on Google.

This sparked a wildfire of creativity within the room. People started brainstorming innovative ways to integrate AR into their work environments. From visualising equipment placements to interactive training sessions and even redesigning office layouts, the possibilities seemed endless.

What struck me the most was how some of these use cases were not only innovative but also relatively simple and cost-effective to deploy. The best part? You didn't need to invest in new hardware. All it took was a smart device, something most of us already have in our pockets. This made me question why AR hasn't yet become a mainstream technology in enterprises, given its immense potential.

Chasing the next shiny tech trends: VR, MR, and AI to some extent, we, as tech enthusiasts and decision-makers, must bear the responsibility for this oversight. We've been so quick to jump from one shiny tech trend to another – VR, MR, and now AI. What's driving this rapid transition?

I am open to be challenged but I think it is a tale as old as time: the pursuit of profit.

The influence of profit on innovation in my opinion - it all boils down to the universal pursuit of financial gain. Why would a VR hardware vendor actively promote AR use cases when it won't sell more headsets? Why would large consulting firms focus on AR as part of their transformation programs if it doesn't promise lucrative returns? These questions reveal a fundamental issue in the tech industry.

This leaves small innovators and forward-thinking minds within enterprises to piece together AR solutions. While these individuals may be driven by innovation and a desire to enhance their workplace, they often lack the resources and support of large corporations.

In our conversations about responsibility, integrity and ethics in business, I can't help but wonder where this dilemma fits in. Who is safeguarding the interests of tech consumers? Who ensures that technological progress prioritises genuine value over profit margins? It's a question that remains largely unanswered, and it's a void that needs to be filled.