In recent years, immersive technologies have evolved far beyond gaming and entertainment. Today, these tools are actively shaping how businesses train their people, connect with customers, design products, and optimize workflows.
And it’s not just about innovation for innovation’s sake. At Google I/O 2025, one message stood out: immersive technologies are now a foundational part of the digital landscape. With major announcements around WebXR, spatial computing, AI-integrated AR tools, and the seamless integration of immersive interfaces across platforms, it’s clear that the way we interact with technology, and with each other, is fundamentally changing.
But this momentum isn’t limited to Big Tech. Across industries, organizations are embracing immersive experiences as a strategic tool to boost engagement, improve efficiency, and drive measurable outcomes in terms of cost reduction and enhanced performance.
So how are companies actually using these technologies?
Learning through immersion: a new era of corporate training
As we’ve highlighted many times across our previous articles and social channels, immersive learning is one of the most powerful applications of XR in the business world. Traditional training methods such as static e-learning, classroom lectures and PDFs, often fail to prepare employees adequately for complex, real-world challenges.
Immersive experiences flip the model: they allow learners to “do” rather than just “absorb.”
With XR-based training simulations, employees can practice soft skills like communication, leadership, or conflict resolution in safe but realistic environments. Technicians can rehearse maintenance procedures on virtual equipment without the risk of damage or downtime. Even compliance training can become more interactive and therefore, more effective.
The key advantage? Learning becomes active, experiential, and personalized. It sticks.
Scalable immersion: why WebXR and gamification matter
Not every business wants (or needs) to invest in headsets and custom XR infrastructure. That’s where WebXR and gamified desktop solutions come in.
Web-based immersive environments allow employees and customers to interact with 3D spaces, simulations, or scenarios directly via a browser, with no need for downloads or additional hardware. This accessibility means that immersive training and virtual collaboration can scale across global teams with minimal friction.
And when combined with gamification, these experiences become even more powerful: interactive challenges, role-play missions, time-based simulations. These elements tap into our natural drive for achievement and engagement, making even the most routine tasks feel motivating.
Immersive customer engagement: experience before purchase
In customer-facing roles, immersive technology offers a competitive edge. For example, brands are using AR to enable customers to try on glasses, preview furniture in their homes, or test skincare routines, all before making a purchase. Meanwhile, product demos, virtual showrooms, and branded 3D environments help businesses stand out in crowded markets.
It’s not just about selling products: it’s about crafting memorable, emotional experiences that drive trust and loyalty.
Immersion as a strategic asset
What sets successful immersive applications apart? Strategy.
The most impactful XR experiences are not isolated experiments: they are integrated into larger business goals. Whether it’s improving onboarding, shortening the sales cycle, or reducing human error on the factory floor, immersive solutions must be designed with outcomes in mind.
The result? Businesses that adopt XR with purpose aren’t just keeping up with trends but they’re gaining a long-term advantage.
How leading companies are using immersive tech
- Different airlines companies are rolling out VR training for aircraft deicing, boosting daily training capacity. The result: safer operations and faster readiness at scale.
- Hilton Hotels combined WebXR and generative AI to deliver virtual training for hospitality staff, offering personalized feedback and dramatically improving guest service outcomes.
- BMW Group trained over 40,000 employees using AI-integrated XR at its Munich Talent Campus, accelerating everything from prototyping to safety compliance.
- Granstudio, an automotive design firm, used its DigiPHY system to blend physical and digital elements during concept design, enabling faster testing of ergonomics and UX.
- Perfect Corp. deployed AR skincare tools in Amazon’s Milan stores, allowing customers to preview treatments virtually, leading to higher engagement and product satisfaction.
These cases are not just “cool tech stories.” They represent a fundamental shift in how we learn, communicate, sell, and grow, powered by immersive technology.
Looking to bring the power of XR and gamification into your business strategy? Let’s have a talk and explore how immersive solutions can help you reach your goals: book a meeting
