Immersive Tech Trends 24

Posted by: Seth White - 10.01.24

IMMERSIVE TECH TRENDS

As 2024 kicks off, let’s dive into some bold predictions for the year ahead. Staying ahead of tech trends is crucial for us to anticipate and meet our clients’ needs with innovative solutions. The future is now, and it’s thrilling to be part of this ever-evolving industry.

Where We’re Starting From

The pandemic shifted the landscape, causing a drop in headset-based projects as in-person events were cancelled. In their place we’ve had a significant increase in AR projects, fuelled partly by improvements in app-less WebAR and partly by the addition of AR functionality into social apps with a larger user base (such as Instagram). With the release of the Apple Vision Pro and Meta Quest 3, I’m sure we’ll see a shift back, because the AR/MR functionality of these headsets is being heavily marketed. This is likely to bring some of our existing clients to back to headset-based projects (and hopefully some new ones too!).

Phone-based AR is evolving too

We’ve seen a shift with many clients moving from AR apps to WebAR and AR filters for higher engagement, leveraging apps people already have installed. With this strategy, we’ve definitely seen higher engagement numbers. Development software like Meta Spark Studio is quite limiting but it’s improving all the time. With some creative thinking, it’s possible to build some complex interactions.

Digital twins are set to make waves in 2024

Using portable laser scanners and drones, we can create accurate digital replicas of spaces and objects down to the finest details. Apple’s LiDAR tech is leading the charge, and hopefully, more Android phones will follow. Digital twins are invaluable for industrial workspaces, allowing for precise planning and tracking. We’ve even created digital twins of office spaces for engaging VR-based induction programs. Want a demo? Let’s connect.

These scanners are now a lot more portable, and mounting them to drones enables large areas to be accurately mapped. Apple even has LiDAR (Light Detection and Ranging) technology in some of its phones. Hopefully, we’ll see some Android phones following suit soon because it really improves tracking for phone-based AR. (Samsung did have a LiDAR sensor in the S20 but didn’t continue with it in later models because of cost.) Having a digital twin of industrial workspaces means that new equipment, or changes to the space, can be accurately evaluated before work starts. If you continue to scan during the construction process, it’s even possible to track progress and monitor raw material quantities, which is very important for large-scale construction projects such as housing estates. On a much smaller scale, we’ve created digital twins of office spaces for effective (and highly engaging) VR-based induction programmes.

Seth White, Head of Immersive Experiences at Ride Shotgun

Digital twins are set to make waves in 2024.

Breaking New Ground with 3D

One emerging trend is the use of 3D, via the Three.js library, to enhance website immersion. This tech allows us to tell richer stories and showcase complex environments. From simple contextual scenes to fully interactive cities for training, 3D is transforming web experiences. As consumer tech improves, leveraging 3D will become essential for enhancing user experiences.

A relatively simple example in the public domain is from Retail Insight, which uses different viewpoints in a scene to lend context to the content. At the other end of the spectrum, we have a fully interactive city that you can navigate in first-person view for various training scenarios (on a laptop or tablet). With consumer technology improving all the time, content should take advantage and enhance the end-user experience. I’ve seen the way that 3D has brought something new and valuable to our clients’ websites, so I do expect this to become a significant trend across the internet.

Seth White, Head of Immersive Experiences

Where Things Are Going

The lines between VR and MR/AR headsets are blurring with devices like Quest 3. Expect more multifunctional headsets in 2024, possibly reviving the term “HMD” (Head Mounted Display). This shift is driven by developers exploring new potentials with VR headsets and the decreasing cost of cameras.

Hand tracking is another exciting frontier. From additional devices to fully integrated solutions in XR headsets, hand gestures are becoming a natural way to interact with virtual worlds. Companies like Ultraleap are refining this tech, making virtual interactions more intuitive and accessible.

It has progressed from requiring additional devices like a Leap Motion to being completely integrated into some XR headsets. Even Apple watches now use hand gestures with AssistiveTouch! This is something that’s becoming increasingly integrated into our daily lives. The technology doesn’t get much attention, but it significantly enhances our ability to interact with virtual objects and is likely to be a big part of getting new people to interact intuitively in virtual worlds (such as the Metaverse). Ultraleap remains a company to watch as it continues to refine its tracking capabilities and improve the fidelity. The company’s latest solution connects with Qualcomm’s Snapdragon XR2 platform. Varjo and Pimax both have Ultraleap hand-tracking integrations for their headsets and I expect more companies will join them if they don’t have their own hand-tracking solutions already.

 

As shopping shifts from high streets to sofas, Web-3D and AR product browsing will become more widespread.  We’ve already seen some brands (including Nike, GOAT, H&M, Macy’s, Warby Parker, Farfetch, ASOS and Adidas) experimenting with this, reducing return rates and boosting customer satisfaction. This trend will continue to grow in 2024, as more companies invest in online retail experiences.

What’s Next

VR headsets have been getting better, with improved resolution, wider fields of view, and new features like eye tracking. Smaller, lighter headsets like VIVE Flow and Bigscreen Beyond are hopefully the future, enhancing user comfort and immersion. The less you notice the tech, the deeper you dive into virtual worlds.

Increased comfort also means that the tech can be used for longer, which is important if it’s to become more integrated into our everyday lives.

 

The term “Metaverse” is fading, with other alternatives such as “spatial computing” gaining traction in its place thanks to Apple.

This is potentially because Mark Zuckerberg has staked everything by renaming his company Meta and other companies don’t want him to have a monopoly (even a perceived one). Realistically, the Metaverse is in its infancy and will continue to evolve over many years. Adoption will definitely increase in 2024 but I think we’re a few years from any significant growth because the technology needed hasn’t been adopted by a large enough percentage of the population.

- Seth White, Head of Immersive Experiences at Ride Shotgun

The Metaverse is still in its early stages and will evolve over time. Adoption will increase in 2024, but significant growth is a few years away. Eventually, it will just be a case of “going online,” a new way to connect and communicate.

If you’re ready to integrate immersive tech into your marketing or enhance customer experiences, let us help you lead the way.

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