Reality Check: Looking Back at Augmented Reality in 2023

As we turn the final pages of 2023, it is time to walk down memory lane to look back at the 23 Augmented Reality (AR) trends I was watching this year and find out which of them hit the mark or veered off the path, becoming something unexpected.?

Grab a cup of coffee, get comfortable, and join me on this retrospective journey. This long read should ramp you up on all things AR, getting you in prime shape to enter 2024 with a ton of knowledge to harness the next wave of computing.

As always, I've also included a version of this recap with links to additional reading material for those eager to go further into the happenings of augmented reality this year. You can find the full 50-page article here.

This post is best enjoyed on LinkedIn, so if you just received this in your inbox, hit the "Open in LinkedIn" button above for a more optimal reading experience.

Industry

#1 AI takes the Hype Cycle crown as the metaverse begins its slow descent into the metaverse winter

What I Thought Would Happen

I anticipated that Artificial Intelligence (or more specifically, Generative AI) would knock the crown off of the Metaverse, taking its place at the peak of Gartner’s Hype Cycle curve this year. Metaverse would then make its way into the Trough of Disillusionment (or break out into its own Hype Cycle entirely, just like the Internet of Things in 2016) and continue to evolve behind the scenes before we wake up one day and realize that we have arrived.?

What Really Happened

As I expected, the tech world witnessed a changing of the guard in the realm of innovation in 2023. The metaverse, which once reigned supreme at the top of the hype cycle, gradually descended into the trough of disillusionment, entering its 'metaverse winter.' The enthusiasm that fueled the metaverse’s rapid ascent dramatically cooled this year with fewer Chief Metaverse Officers appointed. Companies like Meta, Microsoft, and Disney moved away from the metaverse as their key focus, the latter, Disney, closing its Metaverse Division and the former, Meta, rarely mentioning the term this year despite its new company name. As the hype fizzled, many reframed the metaverse opportunity as being a “longer-term play". As Meta executive Vishal Shah said, teams can now "put their heads down and build."?

While the virtual real estate bubble popped in 2023, metaverse activities did continue this year, with brands like Nike and adidas continuing to use virtual worlds such as Roblox and Fortnite as powerful ways to reach the GenZ audience. But much of the activity shifted to the enterprise where closed ecosystems offer much more fertile ground to cultivate an “industrial metaverse.” Of course, advancements and adoption of the underlying technologies that make up the “metaverse,” my preferred definition, continued this year as AR, VR, web3, and AI all inched further individually while finding new ways to converge.?

AI, particularly Generative AI, took Metaverse's crown at the peak of inflated expectations. GenAI has quickly become like electricity, essential and everywhere, sparking innovation and integrations across industries. It is hard to believe it has only been a year in GenAI’s popularity. From the beginning of 2023 to the end of this year, you can measure the marked pace of advancements in LLMs, generative media, and neural networks. At the same time, regulatory concerns, social mistrust, and hallucinogenic malfunctions have all started to poke holes in the GenAI hype, which suggests it may nearly be time for a new technology to take the throne.

#2 XR’s garden begins to bloom as the unification of AR and VR energizes the investor and developer community

What I Thought Would Happen

I had expected 2023 to be a pivotal year for AR and VR, benefiting from the industry's shift from a broad metaverse concept to specific underlying technologies and the convergence of AR and VR through mixed reality devices. Specifically, I was looking for signals this year of new energy from the developer and investor ecosystem, which I suspected would be brought on by new devices and a much larger opportunity size resulting from the unification of AR and VR as two sides of the same coin.?

What Really Happened

Mixed Reality did produce the signals I was looking for in investor and developer activity for XR this year. The most vigorous activity was created by the debut of Apple’s Vision Pro, as Apple’s entrance into AR and VR headsets injected much-needed confidence into the XR space. Apple’s announcement of its mixed reality headset boosted stocks like Unity and rekindled investor interest in what some perceived as a stagnating sector. 2023 saw a surge in Google searches for “Mixed Reality” following the Apple announcement, reflecting not just public curiosity but also a market eager to capitalize on the next big wave of technology. This was compounded by activities of fellow tech giants pouring billions into XR, including funding and efforts from Meta and Sony, and the availability of the Meta Quest 3 with color passthrough.?

With a new device category coming together, developers were presented with a unique opportunity to create and port content to these headsets, injecting new energy into the XR space. Apple kicked off a series of Developer Labs around the world to help developers test and perfect their visionOS applications with the help of Apple experts. Developers have already debuted mixed reality content on the Quest 3. According to Meta, “within months of the Meta Quest 3 launch, seven of the top 20 apps are mixed reality apps. There are already hundreds of mixed reality apps in our store where most users have tried mixed reality features.”?

Hardware?

#3 AR headworn gets its “PC moment” as VR headsets add color passthrough AR as a core feature

What I Thought Would Happen

I believed 2023 would be a massive year for mixed reality (MR) headsets or virtual reality head-mounted displays that double as augmented reality headsets with color video passthrough added as a core feature. These updated VR HMDs would act as trojan horses for AR headworn to reach the masses. I referred to this milestone as AR headworn’s “PC moment” as the first of these devices are expected to be relatively bulky, expensive, and fixed to a room/indoor location and, for the few that can afford it, we most likely will only see one per household.?

What Really Happened

2023 will be remembered as the year when virtual reality devices are no longer. In their place is a brand new category of headsets that offer both virtual and augmented reality thanks to color passthrough technology. This year was undoubtedly a big one for the emerging mixed reality category, with nearly all tech giants making plays. The most significant moves this year came from Meta and Apple, both of which debuted powerful mixed reality devices. Meta shipped its color passthrough follow-up to the Quest 2, the Meta Quest 3, at a competitive price of $499 USD in October of this year. This was just about one year since the Meta Quest Pro began shipping and at a third of the cost. While Meta Quest 2023 sales have not been officially reported, reports of Quest devices beating out Airpods for Black Friday and the Meta Quest smartphone companion app shooting to the Top Free App spot on the App Charts on Christmas day are signals that the device is seeing consumer adoption.?

While Meta holds the current lead in the consumer mixed reality headset space, Apple’s debut of Vision Pro at WWDC in June put mixed reality on the map for many. Apple’s “spatial computer” is its first foray into the AR/VR headsets, and its track record of perfecting a category for consumers bolstered confidence that the era of spatial computing is near. Rumored to be shipping as early as January / February of 2024 for about $3500 USD, Apple took a different approach to its mixed reality headset than Meta, leaning less in games and more in practical use cases such as productivity, communication, and entertainment.

Apple and Meta are not alone in the upcoming mixed reality race. Samsung and Google have confirmed they are working with Qualcomm on a device that could debut next year. China’s electronic giant, Oppo, and technology company Bytedance are also entering this space with their own devices. Meanwhile, we also saw activity in enterprise-focused MR devices, such as the availability of Lenovo’s VRX and the XR-4 and auto-focus Focal Edition from Varjo, the latter of which boasts the most performant specs on the market with a price tag that matches nearly 10K.?

#4 Smart glasses get their “smartwatch moment” with the return of Google Glass for consumers

What I Thought Would Happen

While I expected AR headworn to get its PC moment with mixed reality head-mounted displays that don’t leave your home, I was hoping to see new connected eyewear options we can use more regularly out and about. I clarified that these devices would be more the return of Google Glass and less Magic Leap for the masses. I anticipated seeing some activity in consumer heads-up display space, both monocular and binocular, used mainly for notifications, providing a “smartwatch moment” for connected eyewear. I also noted that we would continue to see various connected eyewear options available to consumers before they eventually consolidate into the holy grail of AR smart glasses.?

What Really Happened

I wouldn’t say that smart glasses found their “smartwatch moment” in 2023. Still, we did see some significant activity in this space, which signals that connected eyewear is getting ready for greater adoption.

In the heads-up display space, Xreal (formally Nreal) and Rokid debuted new glasses that aim to replace monitors and extend your screens to a more natural position on your head. Xreal debuted and began shipping its latest generation glasses, the Xreal Air 2 and Air 2 Pro. Both glasses plug into phones, computers, and gaming devices to project a binocular 1920 x 1080 pixel display in front of your eyes. The Air 2 is brighter and lighter, while the Air 2 Pro also gives you dimming control using electrochromatic glass. Unlike Xreal’s Light glasses, neither pair of glasses features cameras. Xreal also announced a new device called Xreal Beam, an “iPod-shaped device” that can connect, wired or wirelessly, to smartphones, gaming consoles, and PCs. This will allow someone with almost any device to use the headset. Rokid also debuted its new pair of second-screen glasses with Rokid Max AR and Rokid Station, similar to the Xreal Beam. According to a report from CNBC in May of this year, “Since its commercial launch last year, Xreal said it has sold 150,000 products globally. Xreal did not give specific numbers, but said Xreal is looking to “double or triple” its sales in the coming year.” And Rokid closed a $112M round, bringing its valuation to $1 billion.?

In related news, Vuzix also debuted its Ultralite smart glasses manufacturer reference design featuring a single monochrome display meant for notifications. And Google officially shut down its Google Glass Enterprise Edition.?

But while smart glasses with displays inched forward, the biggest leap this year in connected eyewear was screenless glasses, which put an even smarter virtual assistant in your ear. Meta’s biggest surprise this year was a massive update to its Ray-Ban smart glasses, which can now identify objects and translate languages using Meta AI’s multimodal AI features. Meta’s AI assistant can now see and hear through the camera and microphones of the glasses. In related news, startup Brilliant raised $3M this year for its AI-powered augmented reality glasses. Solos launched its AirGo3 smartglasses, which has a ChatGPT integration. It is rumored that OpenAI’s GPT-4 Vision could enable a much smarter version of Snap’s Spectacles or other OpenAI wearable devices, such as the Ai Pin from Humane, which starts to ship in March 2024. And AI will be needed for Amazon to compete in this space with its Echo Frames, which got a refresh this year with lighter, louder glasses but not with a smarter Alexa assistant.

We were also reminded of how far away true, all-day, everyday AR glasses are for mainstream adoption this year. Meta reportedly presented its AR glasses roadmap to its employees with a public launch in 2027. Meta employees are expected to test these devices, known as Project Nazaré, as early as next year. Perhaps these efforts may be boosted by a multi-year IP licensing of Magic Leap technology, according to reports from the Financial Times. Meanwhile, Google’s Project Iris glasses reportedly have been pivoted into a monocular project, “Betty,” and binocular project, “Barry,” focusing mainly on its Android XR OS software with aims to work with Samsung on a possible release as early as 2025.?

#5 The smartphone continues to become an even more powerful augmented reality machine with new chips and innovative displays

What I Thought Would Happen

I say this every year, but it is because it is true: the smartphone continues to become an even more powerful augmented reality machine with advancements in chips, cameras, displays, and connectivity. Every year, flagship phones get upgrades that bode well for mobile augmented reality, while the cost-conscious models inherit many new features that debuted the year before. These more affordable options are essential in bringing AR to the masses.?

In addition to this natural upgrade cycle, I kept an eye on new, innovative display options, such as flip and foldable phones, and the emergence of rollable and slidable phones, giving AR a much larger field of view.

What Really Happened

The smartphone giants delivered their annual upgrade to the device we have been carrying in our hands for over a decade. Apple and Samsung each unveiled new flagship smartphone models with features that made the device an even better AR machine. With iterative updates, Samsung debuted its latest S23 and S23 Plus models, including slightly bigger batteries and updated cameras. Apple's iPhone 15 Pro and Pro Max came with the A17 Pro chip, designed for next-level performance and mobile gaming. The latest iPhones also boast powerful camera upgrades that enable the equivalent of seven pro lenses with incredible image quality. And the lightweight titanium design will make it even easier to hold your iPhone up for extended periods. But along with the expected upgrades, Apple surprised us by showing off a new role for the iPhone, a companion to its unique spatial computer, Vision Pro. With the iPhone 15, Apple introduced spatial video capture, the ability to record spatial videos on the iPhone 15 Pro for viewing in the upcoming Vision Pro mixed reality headset.

This year, we also saw evidence that foldable and flip smartphone form factors have moved out of novelty, with signs that these smartphones will most likely be our future. Samsung confirmed that its latest foldable phones, the Galaxy Z Fold 5 and Z Flip 5, are selling well in Europe, with annual sales surpassing those of the Galaxy Note series. Samsung Galaxy Z Flip 5 broke records this year, accounting for 70% of preorders, according to Samsung.?

Meanwhile, we also caught a sneak peek of an up-and-coming display type through rollable phones. Motorola and Samsung both demonstrated rollable screens, which are still in the concept phase. These demos followed previous prototypes seen by Oppo and LG the year prior.?

#6 Advancements in optics show promise, but see-through AR glasses to replace our smartphones are still ways out

What I Thought Would Happen

The optics and photonics community are literally trying to break the laws of physics to give us the components we need to create fashionable all-day true AR glasses. This year, I was keeping an eye on advancements that would begin to power the next generation of connected eyewear while simultaneously confirming that the time horizon for this future is still a way out.?

What Really Happened

2023 did deliver on advancements in optics, including breakthroughs that will enable powerful yet light and wearable AR glasses. Lumus debuted its second-generation waveguide technology, which is 50% smaller but still packs a punch to deliver high-resolution image quality and outdoor-compatible brightness. Dispelix and Avegant partnered on a reference design for AR glasses, which features Dispelix’s see-through waveguide technology and Avegant’s miniaturized LED light engines. Vuzix revealed its 'INCOGNITO' technology, which promises to reduce the glaring eye glow from AR glasses to make them more private.?

Advancements in quantum dot technology and MicroLEDs suggest that even thinner and lighter glasses are on the horizon. Nanosys announced its direct-view, electroluminescent quantum dot tech "nanoLED" at CES earlier this year. Jade Bird Display announced that it has developed a red MicroLED that can deliver more than 1,000,000 nits of brightness. Mojo Vision rocked the AR World with the debut of red MicroLEDS along with a partnership with DigiLens to use micro-LED technology for improved augmented reality glasses.

Meanwhile, a more realistic viewing experience of virtual objects in AR was demonstrated by CREAL’s breakthrough in light field technology. Dispelix and VividQ also revealed a “waveguide combiner” that can accurately display simultaneous variable-depth 3D content within a user’s environment.

#7 XR gets even more immersive as our eyes, ears, and fingers enter the metaverse

What I Thought Would Happen

AR and VR are touted as immersive technologies, but yet today’s experience is mainly focused on digitizing our sense of sight, leaving most of the way we experience physical reality out of the metaverse. I expect that we would see this change in 2023 as head-mounted displays prioritize features that bring our ears and hands and more of our eyes into the mix including spatial audio, eye tracking, and hand tracking to name a few.

What Really Happened

While still predominantly focused on our sense of sight, we did see more of our senses and parts of our bodies get digitized this year to enrich AR/VR experiences and make them even more immersive.?

Eye tracking is a robust headset feature that can enhance the visual experience in a headset, be used to authenticate users, and be an incredibly intuitive active input. Eye tracking was a big focus this year, especially as it was a key feature for the Vision Pro launch. The Vision Pro boasts a high-performance eye-tracking system of LEDs and infrared cameras that project invisible light patterns onto each eye. It is integrated into the user interface, and the experience of using it is one of the most commented-on parts of the Vision Pro experience by the media. Apple also leveraged its eye tracking for its new Optic ID, which will authenticate wearers as well as be used for your Persona, which is evident in virtual calls on FaceTime and on the front of the headset via EyeSight. Meta opted not to include eye tracking as a feature for the Quest 3, even though it was on the Meta Quest Pro. That said, Meta's CTO has indicated that it will become standard on Quest headsets.?

In addition to eyes, hands also make for a natural way to interact with the virtual world. We saw our hands be a key feature in headsets and mobile devices this year. Niantic debuted hand tracking on mobile as a new capability for its web-based augmented reality platform, 8th Wall. 8th Wall hand tracking brings a user’s hand, wrist, and fingers into browser-based AR experiences, unlocking use cases such as virtual try-on, immersive gestures, and puppeteering. Hands were the focus for both Meta and Apple’s latest headset offerings. Meta introduced and subsequently improved its Direct Touch capability on Quest, which lets you touch virtual objects directly in the headset. While Meta has added hand tracking as an alternative way to interact inside the headset, Apple has gone all-in on hand and eye tracking as its primary form of input. The Vision Pro’s TrueDepth hand, tracking sensor suite, was designed to understand hand gestures from comfortable positions, like resting in your lap or on the sofa.?

Another reason you would want to bring your hands into the virtual world is the sense of touch. This year, Sony announced its collaboration with Emerge to offer Emerge’s tactile ultrasound device through a Bravia camera bundle and its smart TV app. Emerge’s device uses ultrasound to create a three-dimensional space where users get tactile feedback through concentrated sound. In addition to its partnership with Sony, Emerge is ramping up to offer its own device, the Emerge Wave-1, for headset use, including the Meta Quest.??

Spatial audio was also a key feature for the Meta Quest 3 and Apple’s Vision Pro with the latter offering a personalized spatial sound experience in the headset. But beyond these headset players, we also saw immersive audio adopted by software giants such as Microsoft for its virtual meeting platform, Teams, and Netflix, to envelop its viewers in a more realistic and engaging sound landscape while watching its streaming content.

Finally, 2023 also saw more novel sensory experiences being explored, such as Quest Pro's tongue-tracking feature and the potential to smell in XR. Researchers in China have devised a way to bring scent into the virtual world through odor generators that can be worn under the skin directly under the nose or a soft mask. Even more futuristic, Meta teased using an EMG-enabled wristband to unlock a neural interface for its upcoming AR glasses.

Infrastructure

#8 Ultra wideband and edge computing join 5G and Wi-Fi 6 as key ingredients to our spatial computing future

What I Thought Would Happen

While 5G and Wi-Fi 6 continue to be a significant focus in enabling next-level augmented reality and virtual reality experiences, two enabling technologies I expected to hear more about this year were ultra wideband and edge computing, both of which enable devices to react to their environment immediately, without the delay of transferring data elsewhere. Ultra Wideband gives devices spatial awareness by allowing them to locate and communicate precisely with other ultra wideband-equipped devices. Edge computing brings the power and performance of data centers directly into devices by not requiring them to send all data off the device for processing. This can dramatically increase the power, consistency, and quality of AR and VR experiences while preserving the device's battery life.?

What Really Happened

The year has seen significant strides in networking and connectivity. One of the biggest news in 2023 was the FCC opening of the 6 GHz band for AR/VR devices. Use of the 6 GHz band will offer AR/VR devices faster speeds, enhanced bandwidth, and lower latency—all critical ingredients to their success. According to the FCC, this decision will stimulate economic growth and enrich consumer experiences.?

Wi-Fi 7 emerged as a powerful new standard, promising speeds up to 4.8 times faster than Wi-Fi 6 and adoption by new devices such as Eero's new Max 7 router. This leap forward is crucial for supporting the high data demands of spatial computing applications. 5G continued its expansion, with Verizon’s 5G Ultra Wideband now reaching 200 million people and 5G connections set to surpass 4G LTE significantly. These developments are about speed reducing latency and increasing reliability, which is essential for real-time AR and VR experiences. While 5G continues to evolve cellular connectivity, the industry is already preparing for 6G, which is expected to launch by 2030, with major efforts in South Korea and China already underway to launch the first commercially available networks. Nokia, Docomo, and NTT also announced two breakthroughs in 6G this year, including the implementation of artificial intelligence and machine learning into the radio air interface, effectively giving 6G radios the ability to learn.

Ultra wideband (UWB) technology saw further innovation and adoption this year, which is key as this technology brings spatial awareness to devices it is equipped with. Samsung launched its Exynos-branded UWB chip to compete with Apple’s UWB chip, U1, which can help track objects down to a few centimeters. Apple incorporated the U1 chip into more of its devices, including the iPhone 15 and Apple Watch Ultra 2, for precision finding and more immersive experiences. Meanwhile, imec showed off a new low-power UWB chip that could be a game-changer for wireless AR smart glasses.

Edge computing also gained momentum in 2023, offering a crucial component for processing data closer to the source, reducing latency, and improving performance. T-Mobile's collaboration with Google Cloud on edge computing solutions exemplifies the industry's move towards more distributed and efficient computing architectures. We also saw some powerful demonstrations of what is possible with edge computing. Lockheed Martin and Verizon demonstrated 5G streaming for real-time visualization content on edge computing devices. Telefónica exhibited its 3D holographic telepresence system at MWC based on Fiber, 5G, and Edge Computing technologies.

Platforms and Tools

#9 Entering its third generation, mobile AR grows up to better deliver on its promise of blending the physical with the digital

What I Thought Would Happen

I saw mobile AR growing up this year, entering its third generation. I suggested we consider Mobile AR 1.0 occurred in the late 2000s when AR was just an overlay on phones that had cameras and could connect to the internet. Mobile AR 2.0 is what we have been used to today, which leverages smarter phones and more sophisticated computer vision, which enables markerless world tracking, image tracking, face tracking, and more. Mobile AR 3.0 gets more contextual thanks to technologies like VPS (Visual Positioning System), semantic understanding, and AI. The shift from Mobile AR 2.0 to 3.0 is a significant one. We are moving from AR that can be used on “any place,” “any face,” and “any thing” to AR that requires “this place,” “this face,” and “this thing.” Mobile AR 3.0 will begin to make good on AR’s promise of blending the digital with the physical, making AR feel more real, personal, and valuable.

What Really Happened

This year, augmented reality made significant strides in becoming more contextual. Niantic's major 3.0 release for its cross-platform development kit, Lightship, and Google's launch of its Geospatial Creator both enable developers to turn entire environments into canvases for AR. The latter was used to create a city-scale AR version of Space Invaders. Developers also showcased that the browser is a powerful place for contextual AR using Niantic’s 8th Wall platform, including its newly launched SLAM + sky segmentation capability and visual positioning system integrations.?

Live sporting events were one of the most common use cases for location-based AR this year. ARound and the Minnesota Twins pioneered in-stadium augmented reality, including AR games fans can play during live games. Similarly, T-Mobile's 5G-powered AR at MLB All-Star Weekend, the Tennessee Titans' use of stadium AR, and a Snapchat AR campaign for Princess Cruise during the LA Rams Home Games all demonstrated how sports events are being reimagined with location-specific AR.

Moving from place to face, this year, we saw the rise of hyper-realistic face filters powered by Generative Adversarial Networks (GANs). GAN filters and lenses created by TikTok and Snapchat went viral within their networks due to their ability to transform appearances in astonishingly lifelike ways by regenerating every pixel on our faces. Snap’s “Crying Lens” became so popular that Drake used it as part of his live performance on tour. TikTok’s “Bold Glamour” effect felt so real to users that it sparked a controversy over its potential impact on mental health and body image.?

#10 All eyes will be on the web this year as the browser takes center stage for augmented reality

What I Thought Would Happen

The web is becoming a powerful place for augmented reality. Mobile WebAR has grown in use and adoption, and browsers on mixed reality headsets are capable of VR and AR web content. This year, I was watching for an increased focus on the browser, especially from the major players in the space. Mainly, I was watching for the growing adoption of browser standards and new tools that would make AR content easier to create and discover. I was also expecting more developers to seize the massive opportunity of AR content on the web, which would fuel the growth of the WebXR developer ecosystem.?

What Really Happened

2023 did see the web become more of a focal point for AR, but to say that the browser “took center stage” this year is admittingly a little early. That being said, this year did show that there is a growing recognition of the powerful role the browser will play in our future spatial computing, and it also shined a light on the current divide between browser AR capabilities on mobile versus headsets.

We saw significant activity in mobile WebAR both in its use and in the advancements of developer tools. Niantic confirmed that its WebAR platform, 8th Wall, has powered over 100,000 web apps, including 2,800 commercial experiences for brands across industry verticals. It recently updated the 8th Wall platform with several innovative features, including AR features such as hand tracking, sky segmentation with world tracking, and the ability to easily add generative AI or multiplayer functionality to any WebAR project. The 8th Wall Cloud Editor development tool was also updated with an all-new Simulator to accelerate WebAR development. Zappar also debuted an update to its set of web-based developer tools this year with the reveal of Mattercraft in beta. At the same time, Snap began closed access to its CameraKit for the web.

While browser-based AR continues to get more robust, web activity on mixed reality headsets shows that we are just getting started. Meta made significant strides to provide developers with more robust Presence Platform capabilities to create content for the Meta Quest browser, including mixed reality content. The Meta Browser now supports AR passthrough, persistent anchors, WebXR planes, semantic labels, and scene mesh, with WebXR depth sensing coming soon. Meanwhile, Apple confirmed that Safari for Vision Pro will also support the WebXR standard. Still, at this time, it is only the immersive-vr mode under an experimental flag, which is limiting. In related news, Magic Leap updated its browser to support WebXR, enabling VR and AR browser content.

Speaking of standards, this year, we also saw major tech players recognizing the need for standardized and open platforms to foster innovation in web-based AR. Pixar, Adobe, and Apple formed the Alliance for OpenUSD to standardize the 3D ecosystem by advancing the capabilities of Open Universal Scene Description (OpenUSD). The alliance was later joined by Meta, Epic Games, and a new relationship with the Khronos Group, the group behind open standards such as OpenXR and glTF. We also saw a new web standard and JavaScript API, WebGPU, adopted by both Chrome and Safari this year. WebGPU is like a supercharged version of WebGL, making website graphics run faster and look better. It lets developers control how a computer's graphics are handled more precisely, leading to smoother and more impressive visuals for everything from games to professional applications. Chrome now ships with WebGPU on ChromeOS, macOS, and Windows, with Android and Linux coming soon. Safari recently made WebGPU available for testing in Safari Technology Preview for macOS Sonoma and macOS Ventura.

#11 Generative AI will play a key role in accelerating AR content creation as it sparks ideas and generates assets

What I Thought Would Happen

With 2023 being a big year for AI, one of the key trends in this area I was anticipating was the use of AI in 3D/AR/VR development. In particular, I was watching out for generative AI to accelerate AR and VR content creation. Within this sphere, I was also watching the intersection of AI and 3D scanning, including the growing use of neural radiance fields, or NeRFs, and their ability to virtualize our physical world for use in spatial computing rapidly.

What Really Happened

Generative AI became a game-changer in AR, transforming how creators bring ideas to life and making content creation more accessible and imaginative. Major AR development platforms like Snap Lens Studio and Niantic’s 8th Wall updated their offerings with GenAI capabilities. Snap partnered with OpenAI to offer a new ChatGPT Remote API, allowing developers to leverage ChatGPT in their Lenses. The 8th Wall platform launched a series of modules that enable WebAR developers to easily add OpenAI's DALL·E to an experience, giving users more creative control over objects and elements in the AR scene, manipulating it with a text-based prompt. Niantic also launched a module in partnership with Inworld AI to enable intelligent characters to be added to WebAR experiences more easily. Chronic Cellars subsequently used this module to bring its spooky skeleton sommelier mascot to life.??

Meanwhile, companies like Luma AI and Blockade Labs broke down technical barriers in generative media. Luma AI's Genie lets users conjure up 3D objects simply from text, turning everyone's imagination into a potential digital masterpiece. Blockade Labs' Sketch-to-Skybox AI tool was a nod to the artists, enabling them to transform doodles into expansive digital landscapes. Seeing how quickly generative 3D media advanced over the year was amazing. While still highly nascent, we saw papers quickly become solutions good enough for prototyping and experimenting in XR. We also saw innovative solutions to make 3D animation easier with GenAI, including those from Masterpiece Studios and Anything World.

In 2023, AI not only democratized AR content creation but also introduced sophisticated neural network techniques to construct 3D models like NeRF. NeRF, or Neural Radiance Fields, is an advanced AI-driven technique that analyzes multiple photographs to construct highly detailed 3D models, showcasing how AI can interpret visual data like a human might. We saw NeRF widely adopted by 3D scanning solutions such as Polycam and Luma AI. Recently, NeRF’s hype was somewhat diminished by another computer graphics and data visualization technique, Gaussian Splatting.

#12 Mixed reality devices drive a need for cross-platform and cross-device development as consumers add one more device to their digital lives

What I Thought Would Happen

As MR devices add one more device to the existing consumer device mix, I expected developers would have a growing need for development tools that enable them to build once and deploy everywhere. I also anticipated developers would be looking for tools that can easily enable their content to be engaged on a headset, smartphones, and tablets to widen the reach and opportunity for their content.??

What Really Happened

The onset of a brand new consumer category for AR with mixed reality headsets awoke the need for cross-device and development tools. Apple featured Unity in its announcement of the Vision Pro, which debuted its development platform for visionOS, Polyspatial. Polyspatial was designed to help developers create experiences for Apple’s new spatial computer, including porting existing mobile apps. Unity also launched full support for Meta Quest 3 as part of its cross-platform mixed reality tools with ARFoundation built on top of OpenXR. Developers can now use Unity to write and deploy code to platforms including Meta Quest 3, HoloLens 2, and mobile devices like iOS and Android.?

This year, the adoption of OpenXR, a standard for cross-platform virtual and augmented reality, was a key theme. Devices like Magic Leap 2 and Pico 4 announced full OpenXR support, signaling a significant shift towards an interoperable future where mixed reality experiences could transcend device boundaries. An excellent example is NVIDIA's Omniverse, which was updated with OpenXR support, enabling Omniverse to run on VR headsets, AR headsets, and XR glasses from manufacturers such as HTC, Magic Leap, and Varjo.

Moreover, the movement for an open XR was echoed in Microsoft, Qualcomm, and Magic Leap, announcing a partnership to “guide the evolution” of the Mixed Reality Toolkit (MRTK), a cross-platform AR/VR development framework that is now open-source. Qualcomm also announced the launch of new features for its Snapdragon Spaces XR Developer Platform, including a partnership with Niantic to bring its Lightship VPS as a capability for Spaces.

Speaking of Niantic, the 8th Wall platform updated its Metaversal Deployment capability to support mixed reality passthrough on Quest devices. To showcase this capability, which enables developers to build WebAR content once and deploy it across smartphones, computers, and now mixed reality headsets, Niantic teamed up with Liquid City to launch Wol, an AI-enabled Owl experience for the web.?

Consumer Solutions

#13 Fashion brands double their opportunity with product and apparel digital twins that can be purchased in the physical and virtual economy

What I Thought Would Happen

AR filters continue to influence the fashion and beauty industry while slowly becoming the future of it all at the same time. In 2023, I was keeping an eye out for brands that saw AR as a way to tap into both the physical and virtual economy. This includes fashion brands using 3D and AR to drive sales of physical goods, gain brand adoption, and deliver new value in virtual worlds.?

What Really Happened

In 2023, fashion took a groundbreaking turn as brands from the luxurious echelons of LVMH to street-savvy labels like Diesel embraced the digital twin concept, merging the tactile world of fabric and thread with the boundless possibilities of the virtual space. LVMH's collaboration with Epic Games wasn't just about making games more stylish; it was about revolutionizing how we experience fashion, allowing users to interact with their favorite luxury items in the real world and the digital realm. Louis Vuitton's move to launch its iconic trunk as a collectible in the digital universe of web3 signified that owning a piece of luxury was no longer confined to physical possessions. Meanwhile, Diesel's bet on web3 before its Milan show signaled a broader industry trend where fashion wasn't just seen and worn but experienced and interacted with on many digital platforms.

The convergence of digital and physical realities opened up a playful and immersive world for consumers. For instance, Balenciaga's educational WebAR farming game and Gucci and Vans co-branded Roblox Worlds enabled users to engage with a unique brand experience that blended storytelling, gaming, and fashion. Brands like H&M and Crocs tapped into this digital wave, too. H&M's Loooptopia experience on Roblox offered users a place to discover and flaunt their digital fashion identities. At the same time, Crocs allowed your physical shoes to unlock playful WebAR experiences in the world of Minecraft.?

Startups The Fabricant and DressX continued to be lighthouse examples for digital-first fashion. DressX raised $15M this year and debuted its desktop camera capability to bring your digital fashion to your Zoom calls. Meanwhile, The Fabricant released the first products in its latest NFT fashion collection featuring items that owners can virtually wear in augmented reality. To inspire up-and-coming digital-first designers, Roblox partnered with Parsons School of Design.

#14 AR continues to disrupt retail by making the e-commerce experience feel more physical and the brick-and-mortar experience more digital

What I Thought Would Happen

Just as AR is disrupting the fashion industry, so too is it disrupting retail. In 2023, I expected AR would continue to transform the retail industry by making the e-commerce experience feel more physical and making the brick-and-mortar experience more digital. I was specifically looking for further adoption of virtual try-outs and virtual try-ons by retailers and brands and the use of location-based AR to drive traffic to store locations.?

What Really Happened

This was another big year for retail’s use of AR. High-end fashion brands, like Valentino and Tommy Hilfiger, are leading the way by offering AR try-on features that allow customers to visualize clothing on themselves from anywhere in the world, effectively bringing the fitting room to their living room. La-Z-Boy and Samsung France jumped on this trend, allowing customers to visualize furniture and smartwatches in their space and on their wrists before making a purchase, adding a layer of confidence and interactivity to online shopping. Meanwhile, mainstream giants like Walmart and Amazon harnessed AR for various products, from makeup to home goods, demonstrating the technology's scalability and broad appeal within their e-commerce offerings. Moreover, Pandora and American Express used AR to create unique marketing experiences, from virtual try-ons for jewelry to promoting small businesses through an AR shopping mall.?

AR transformed the traditional shopping trip into a digital adventure in physical stores. Coach and Ugg introduced in-store AR mirrors from Zero10, turning a simple mirror into an interactive experience where customers could try different products virtually. Even Lego created an AR-enhanced holiday window display, turning a passive viewing experience into an interactive and memorable engagement.

Behind the scenes, companies like Snap and Adobe provided the tools and platforms necessary for these AR innovations. Snap's enterprise services, ARES, and AR mirrors aim to transform the retail experience with AR. At the same time, Adobe's collaboration with Google’s Geospatial Creator brought location-based AR experiences to brick-and-mortar retail on a broader scale. But this year was not without its struggles. Shortly after its debut of ARES, Snap shuttered the platform and division.?

#15 Brand marketers look for ROAR (or return on AR) as they consider making AR a core part of their marketing mix

What I Thought Would Happen

Marketers have always played a significant role in the adoption of new technology. AR has been no different. I expected that in 2023, marketing would continue to be a substantial driver for AR content creation and engagement by the mainstream. But with a couple of years and many experiences under their belts, I suspected that many brands would have a growing focus on measurement and ROI to ensure that AR is helping to achieve business value and show proof points across the marketing funnel.?

What Really Happened

This year saw a surge in innovative AR advertising formats designed to engage consumers more deeply and drive higher-quality attention. Niantic introduced a new ad format that used AR to reward mobile users, enhancing user engagement and offering direct incentives for interaction. Lunchables and Circle K were among the first brands to use Niantic’s new Rewarded AR ads within its popular game Pokémon Go. Google and Meta also recognized the trend of using AR for advertising and responded with tools and solutions to facilitate AR ads. Google made it easier for consumers to use AR for practical decisions like buying cosmetics and hair dye. At the same time, Meta pitched new AR Reels Ads and Facebook Stories to advertisers, showcasing the immersive potential of AR in storytelling and brand promotion.?

Promising data backed these initiatives. Niantic reported that with the Circle K pilot of its Rewarded AR ads, “the campaign saw an average engagement rate of 76% and an average completion rate of 95% for the experience.” A Rewarded AR ad campaign for Niantic Supply “resulted in a 5X lift in sales compared to prior weeks without the campaign”. In addition, Niantic also reported “that users so far have preferred Rewarded AR ads, with around 80% of players indicating that the ad product is a good idea, per release details.”

Eyewear group Marcolin promoted its Guess Eyewear in an AR ad on the Teads network. It found that “the campaign improved brand awareness across all KPIs and saw a 19-second average dwell time. The virtual try-on engagement rate increased by more than 44%. The 3D engagement rate increased by more than 13.3% compared to Teads’ benchmark.”

Brands were also finding success outside of ad units with augmented reality. TikTok shared some positive findings on using its Branded Effects for marketing. “Brands can leverage Branded Effects to reach new audiences and tell more immersive stories, resulting in a 9.65% increase in brand recall and a 14% increase in brand favorability.” Meanwhile, using WebAR, Bloomingdale's “saw over 400,000 households receive its AR-activated catalogs. Customers could scan AR-enabled pieces within the catalog to see how they looked and moved in real life, and they could click to purchase within the experience. This initiative led to a 22% higher conversion rate to shop and a 38% higher engagement rate.”

#16 As NFTs become the new loyalty program; brands turn to AR to give digital collectibles more value in the physical world

What I Thought Would Happen

Like Metaverse, I expected that the NFT hype would chill this year. As the hype dust settled, I expected that NFTs would get more practical and, dare I say, boring, but that it would be a good thing. Specifically, I was interested in seeing if NFTs could become the new loyalty program for many brands, as the community and rewards aspect of NFTs lends itself well to increasing brand fidelity. I was also keeping an eye on the intersection between AR and NFTs, which would bring virtual goods and collectibles into the physical world. I saw this as a new way for NFT collection owners to breathe new life into their offerings.?

What Really Happened

In 2023, we did see some brands cleverly combine Non-Fungible Tokens (NFTs) and AR to create a more immersive and rewarding experience, but this space wasn’t as active as I had expected. NFTs shifted from being just a digital craze to being a real part of everyday rewards and customer loyalty strategies. For instance, airlines like Lufthansa launched NFT loyalty programs, offering travelers unique collectibles that could unlock special perks. Coffee lovers saw Starbucks debut its collectible NFTs. Starbucks Odyssey allows Starbucks Rewards members and U.S. employees to earn and purchase digital collectible NFT assets. Similarly, we saw web3 loyalty programs in beauty, from the likes of YSL, and the restaurant space in Blackbird, a new loyalty platform backed by Resy co-founder.

AR did bring NFTs to life this year, making them more than just items in a digital wallet. The AR platform Really introduced ‘Fandime’ NFTs for movie buffs, which unlocked exclusive content related to their favorite films, effectively turning every movie watch into an interactive event. ?Fashion-forward consumers enjoyed perks from brands like Lacoste, where each physical garment from Lacoste’s summer apparel collection came with its own digital twin as an NFT, plus an augmented reality feature accessed by scanning a QR code. Most notably, Jadu, the company behind the web3 character collection, AVAs, launched a multiplayer AR mobile fighting game that allowed AVA owners to see their characters in action.??

#17 Connected TV turns to AR to create companion content that extends screen time and encourages repeat viewing

What I Thought Would Happen

With the advent of mixed reality and the steady adoption of mobile AR, I expected to see more networks launch new shows and movies with AR experiences that would allow people to go deeper into the story. I am also keeping an eye out for more on-screen QR codes that trigger augmented reality experiences aimed at elevating CTV experiences and content on TV screens you view through mixed reality headsets and smartphones to augment the show you are watching.

What Really Happened

Television and film did continue to embrace augmented reality in 2023, but from my perspective, the activity was less robust compared to last year. This should be quite a different story in 2024, especially as Apple is expected to support 3D movies and streaming content from Disney+ on its upcoming mixed reality headset.

Streaming platforms Netflix and 'China's Netflix,' iQiyi, did embrace VR this year by offering location-based immersive experiences connected to its programming. Squid Game VR at Sandbox VR locations is an excellent example of using immersive technologies to deepen the connection between viewers and their favorite series or films. VR was also a way for fans of BLACKPINK to attend a concert using Meta Quest, one of many VR concerts this year. And Swifites went crazy over the knowledge that they could attend The Eras Tour in VR via the Amazon Prime app over the holidays. Virtually attending concerts is expected to be a major use case of the Vision Pro, especially as Apple is already equipped with the catalog and relationships to make this a success.?

Entertainment giants like Warner Bros., Paramount, and Max leveraged AR to promote their content, including movies and series like 'The Flash,' 'Transformers,' and 'Warrior.' These promotions often allowed viewers to become part of their favorite worlds, such as turning them into Aquaman or a Teenage Mutant Ninja Turtle.

Outside of marketing, the other most active area for AR and TV was broadcast AR or real-time CGI. This is most prevalent in sports broadcasting. ESPN was the first sports broadcaster to use Unreal Engine for real-time graphics. This year, it elevated the NBA Finals with ‘shimmer,’ mixed reality opening, and used broadcast AR to take FIFA World Cup coverage to the next level. In addition to broadcast AR, ESPN collaborated with Verizon to launch The Drop AR Mini Games, creating interactive mobile AR content that viewers could engage with alongside live sports. In related news, ESPN aired the NFL London game as a Toy Story animation in 'Andy's Room,' offering a unique, thematic viewing experience. I can see this skinning of content as a possible future use case of mixed reality headsets.??

#18 AR democratizes the use of special effects in video posts, forever changing our social feed by remixing our reality

What I Thought Would Happen

AR filters and effects have democratized the use of special effects to enhance content for social media. While AR effects and filters are not new, what would be novel in 2023 is the growing use of AR in longer-form video. AR filters are primarily used in photos and short video clips for stories. In longer-form video, AR can add real-time special effects, elevating everyday video creation to a level we have only seen out of studios. AR’s ability to remix reality will not only mean that creators can use the same effect to produce content in infinite ways but also that the same scene captured on video can be seen in various ways using different effects.

What Really Happened

Thanks to some big moves from TikTok, 2023 was undoubtedly a big year for AR’s use in social media videos. TikTok launched its AR creation platform, Effect House, enabling the now thriving AR Creator community with a new tool to create AR filters and a brand new network to distribute them. To incentivize the Creator community to use Effect House, TikTok announced the launch of a $6 million fund called TikTok’s Effect Creator Rewards. The program offers payments to users in selected regions who make "high-performing effects." Knowing that AR Creators also make money through brand partnerships, TikTok opened up the opportunity for brands to partner with any effect creator or agency to produce their Branded Effects. They also announced plans for a Effect Creator Marketplace to launch in 2024.?

Moving beyond the Creator community, TikTok also debuted a mobile effect editor directly inside the TikTok app. Users can work off filter templates and experiment with over 2,000 assets to use in their effects. This means anyone - no matter their skill level or access to advanced tools or software - can now become an effect creator and make effects that spark trends on TikTok. This move aims to further democratize the use of AR in TikTok content.?

We saw several viral TikTok effects this year, from the extremely real GAN-enabled beauty filter “Bold Glamour” or the time-traveling “Age” filter to whimsical and slightly absurd filters, like kissing Shrek—all of which became part of the cultural conversation.

#19 The avatar wars continue as platforms and applications give us even more reasons to create a digital double

What I Thought Would Happen

The race to have you create and invest in a digital self is on. Your online identity has always been important, but I expected that embodying it with an avatar and using this to represent you in virtual spaces and experiences would be a serious trend this year. The success of avatar systems relies on the avatar design and the ecosystem you can use it in. As such, I was keeping an eye on updates to avatar systems that give even more personalization options, make avatar creation easier, APIs that enable the use of avatars beyond the walled garden systems, and more content for avatars to be used in.?

What Really Happened

In 2023, the so-called 'avatar wars' escalated as technology companies vied to offer increasingly sophisticated and personalized digital doubles, reflecting a growing consumer appetite for virtual representation. Meta led the charge with a series of enhancements, including new body shapes, hair, and clothing options for its avatars, the long-awaited legs for avatars in Horizon Worlds, avatar calling features in Facebook, and avatar stickers in What’s App. Meta also took a remarkable step forward with its Codec Avatars, which have become even more realistic thanks to Gaussian splatting. Apple wasn't far behind, with its Vision Pro headset transforming users into digital avatars or Personas for FaceTime calls and SharePlay, which will bring Spatial Personas into third-party apps. Other platforms like Microsoft Teams and Roblox introduced avatar-based voice calls. Roblox also launched a brand new and somewhat controversial avatar design and readied the ability to let users sell custom-made avatar bodies and heads.??

This year, the fashion and beauty industry, including E.L.F, Valentino, Diesel, and others, continued to recognize the opportunity with avatars, especially around the desire for users to express themselves through their digital double. This was reinforced by a study by Roblox, which found “that avatars and digital fashion are hugely important to Gen Z, sometimes even more than physical fashion.” In fact, “a significant number of those surveyed (40 percent) said they find it easier to present their authentic selves in the metaverse than in the physical world.”?

In addition to big moves by the tech giants, we saw some significant activity from startups. Ready Player Me made notable strides by launching a premium skin catalog, monetization tools, and an AI-based Copilot, all aimed at nurturing the burgeoning economic ecosystem surrounding avatars. Genies also made several announcements, including AI avatars for celebrities, adding personalized interactions and adaptive learning functionality to Genies avatars, and launching its Developer Engagement Fund to reward developers that build AR experiences using Genies developer kit. In related news, this year, we also saw many GenAI-enabled avatar apps and social media filters, including Wombo Me and Lensa AI, turn users into different personas with a simple text prompt.

Enterprise Solutions

#20 Digital twin adoption shifts into high gear, creating the necessary foundation for the “enterprise metaverse”

What I Thought Would Happen

Digital twins enable next-level monitoring and maintenance, accelerate design and development cycles, and elevate business strategy through simulation within many organizations today. In 2023, I expected we would see an acceleration of digital twin adoption in the enterprise driven by advancements in technology and case studies from a number of early adopters highlighting the effective use of digital twins in their organizations. Specifically, I was keeping an eye out for activity in the “enterprise metaverse,” defined by McKinsey as “a digital and often immersive environment that replicates and connects every aspect of an organization to optimize experiences and decision-making.”

What Really Happened

In 2023, the adoption of digital twin technology significantly accelerated, marking a pivotal shift toward creating a robust foundation for the "enterprise metaverse." According to a study by Deloitte, "most manufacturing companies are leveraging the industrial metaverse with 92% of companies surveyed experimenting with or implementing at least one metaverse use case, and most are running six or more.” This sentiment was echoed in a Nokia and E&Y report which found “the U.S. (65%), the U.K (64%). and Brazil (63%) leading the way in terms of companies that have deployed or piloted at least one industrial or enterprise metaverse use case.” This surge was driven by recognizing digital twins as essential tools for enhancing efficiency, predictive maintenance, and innovation across various sectors.

Companies like NVIDIA, Accenture, and PTC invested considerably in enterprise metaverse solutions. ?Accenture invested strategically in Cosmo Tech, a global digital twin simulation and optimization technology provider. And PTC accelerated its partnership with Rockwell Automation. Notably, NVIDIA's expansion of its Omniverse platform became a cornerstone for this movement, reaching adoption by “hundreds of companies” and “downloads nearing 300,000”. This year saw a ton of innovation from NVIDIA for its Omniverse platform, made possible by AI and partnerships with Microsoft Azure and Hexagon. NVIDIA shared case studies of major industrial players, including Mercedes-Benz and BMW, who began leveraging these advancements to assemble next-generation factories, highlighting digital twins' practical and transformative applications in manufacturing.?

The commitment of firms like Siemens to invest significantly and create a blueprint for the industrial metaverse in the Nuremberg metropolitan region exemplified the strategic and long-term planning cities undertake to embed digital twins into their core operations. This year, we saw similar urban commitments in places like South Korea and China.?

#21 Mixed reality collaboration and productivity solutions show how headsets will eventually replace our monitors at work

What I Thought Would Happen

The rise of remote work, and the availability of enterprise-ready headworn wearables, are transforming the way we work, which in turn is creating demand for a new set of applications to use on the job. With new mixed reality headsets becoming available at a price best suited for the enterprise, I expected that this year, we would see a greater emphasis on collaboration and productivity software as a “killer app” for headsets. I also expected that these solutions would explore ways to switch between VR and AR in a manner that optimizes our productivity, leaning into VR’s ability to shut out the world in front of us while opting to use our space with AR when it makes sense.

What Really Happened

AR and VR’s ability to reshape traditional office environments and enable new collaborative spaces, all aimed at ushering in the future of work, was a major theme this year. Both Apple and Meta showcased how mixed reality devices could place infinite monitors in your physical space to enhance productivity while keeping you engaged with those at the office. Apple highlighted the Vision Pro’s “infinite canvas” at WWDC using its popular productivity suite of apps, including Safari, Mail, and Freeform, along with Microsoft’s Office apps, including Word and Excel. Microsoft Office subsequently became available for the Meta Quest 3 later this year. Meta also launched its Meta Quest for Business subscription plan designed to help enterprise customers deploy, manage, secure, and scale Meta Quest headsets across the organization. In related news, Spacetop debuted as the world's first augmented reality laptop, further underscoring the increasing integration of AR technologies in professional settings.

On the collaborative front, 2023 saw significant developments aimed at enhancing teamwork and creativity. The collaborative spatial design app ShapesXR raised substantial funds and expanded its compatibility to include Apple Vision Pro and other headsets. Similarly, Campfire's introduction of 3D collaboration for enterprises on Meta Quest 3 demonstrated how AR and VR can facilitate more effective and engaging team interactions, even from a distance. Meta and Apple emphasized using their headsets for communication and virtual meetings using both their own and third-party software. FaceTime, Zoom, WebEx, and Teams are all solutions that will use Vision Pro’s 3D personas. At the same time, Meta’s Horizon Workrooms saw the availability of Zoom Pro Meetings, which bridged the gap between headset and non-headset meeting participants.??

Despite headsets getting more comfortable and software solutions making virtual work more accessible and real, it is evident that there is still room for improvement. Early adopters' response to using headsets as a core part of their workday is mixed. Even Meta confirmed that these devices are expected to “coexist with, and not replace, videoconferencing,” at least for now.

Ethics & Human Impact

#22 Privacy, safety, and security become even more important as headworn devices get more sensors and the adoption of XR begins to rise

What I Thought Would Happen

We have seen a steady amount of discourse on the need for privacy, security, and safety in this next wave of computing. As the adoption of these new technologies accelerates, the conversation will need to turn into action as we will require new frameworks, regulations, and social contracts for society to use XR safely. I expected this year would see more activity from working groups, policy and standard discussions, and new software solutions focused on moderation and cyber threats, all aimed at keeping people safe in digital realities.

What Really Happened

Privacy, security, and safety were indeed a topic of discussion this year as AR and VR devices inched towards becoming a key part of our digital lives. Reports from reputable sources like the NY Times and S&P Global highlighted a growing public apprehension about the new age of surveillance ushered in by devices like Ray-Ban Meta glasses and Apple’s Vision Pro and the potential of misusing data in the metaverse. With this next wave fueled by AI and sensors, TechCrunch writer Darrel Etherington suggested that for us to move into our next digital phase successfully, we must acknowledge the possibility of the “death of privacy as we know it.”

Safety in the metaverse, especially for younger participants, was top of mind this year, especially as several virtual worlds significantly changed their age requirements. This included Roblox opening up to adults, Meta lowering the age for Quest accounts, and enabling access to Horizon Worlds for teens. Reports, including those from safety advocates, urged metaverse environments to prioritize the mental health and safety of youth. Roblox and Meta implemented new safety measures this year, including identity checks using driver’s licenses and new tools to block and report users. Mental health was also at the center of a debate spurred by AI-enabled filters, like TikTok's Bold Glamour filter, which questioned the long-term effects of deeply immersive experiences on our self-perception and well-being.

But this year wasn’t all discourse. We saw action from the UK Parliament, which moved to include metaverse protections in its Online Safety Bill. The FTC also issued an official policy statement warning of biometric information misuse, stating that it “warns that false or unsubstantiated claims about the accuracy or efficacy of biometric information technologies or the collection and use of biometric information may violate the FTC Act.”?

#23 Activists and artists tap into XR’s empathy machine to tell immersive stories using mixed reality headsets

What I Thought Would Happen

Artists and activists are not new to AR and VR. Still, I expected that the availability of mixed reality headsets would inspire new ways for Creators to tell stories that tap into XR’s empathy engine. I was expecting to see the use of AR help many causes cut through the noise to be heard and offer people an experience that could shift their perspective and inspire them to take action and make change. I was also expecting more artists to use AR to expand the storytelling of a physical work of art beyond the canvas.

What Really Happened

It may have been too early to expect artists and activists to use mixed reality headsets as a target device for their efforts, especially seeing the audience size for these headsets is just getting started. But 2023 saw mobile augmented reality being harnessed to convey a message.

Museums and cultural institutions like the Whitney Museum, the Metropolitan Museum of Art, LACMA, and the Louvre Museum turned to AR to revolutionize visitor experiences, offering immersive and interactive ways to explore collections and artifacts. The Whitney made its first interactive commission with Nancy Baker-Hill’s CENTO, which used AR to comment on “the need for interspecies cooperation in the face of the climate crisis.” Public spaces also became canvases for augmented reality art. Digital art platform Kinfolk launched its New York City-wide exhibition Signature Series, the initiative’s largest public endeavor. Toronto Downtown West BIA included a dozen AR pieces in its 70-piece city art show. JR Reality’s Superblue lets people share personal stories to create and contribute to AR murals, highlighting the meaning that places in their communities hold for them around the USA. AR Murals were also a feature at Miami Art Week.

AR also served as a powerful medium for social activism and diversity. Projects like the one from Tool that used AR to fly rainbow flags in cities with bans showcased the technology's potential as a tool for political and social commentary. Hope for Haiti used the power of WebAR as a platform for learning, collaboration, and immersive experience creation to support developers in creating experiences that raise awareness for improving the lives of the Haitian people. In Oakland, an augmented reality project, Black Terminus AR, brought Black history to life through 25 AR-activated exhibits around the city. Chips Ahoy's AR campaign highlighted how AR can increase the visibility of up-and-coming artists and promote diversity and accessibility in the creative space.

Thank you for reading!?

Have feedback, questions, or want to collaborate? Contact me at [email protected].?

Subscribe to my newsletter and follow me on LinkedIn to get regular posts on augmented reality, spatial computing, and the metaverse, including my “24 Augmented Reality Trends for 2024,” which will be released in early January 2024.?

This article was written as an independent piece. The ideas and opinions expressed in this article are mine and do not represent any past, present, or future organization with which I may be affiliated. All images were generated using Midjourney. Sources for quotes and references can be found in the full version of this article here.