14 with rich detail so easily accessible companies

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14 With rich detail so easily accessible, companies must prepare for a more informed customer, providing ways to eliminate decision barriers. Finally, XR is not only closing the distance to information, but also the distance to new insights. Emerging XR tools express data in 3D environments, closer to the way humans actually see and imagine scenarios. This clears the way for new types of visualizations— and new discoveries. The Body VR creates interactive 3D builds of traditionally 2D medical imaging, like CT scans and MRIs, to provide a more intuitive view of medical conditions. 15 Similarly, Oxford researchers have created VR models of genetic data to better visualize what happens within living cells. 16 XR is not just changing access to information, but also the viewer’s relationship to the information: how people parse, communicate, and extract value from data. #TechVision2018 Technology Vision 2018 Intelligent Enterprise Unleashed 35 Trend 2 Extended Reality
Distance to Experiences Perhaps the greatest potential for XR-based disruption is through delivering experiences as a service, supporting the shift in consumer preferences away from material goods. Over the last 15 years, spending on durable goods like vehicles and furniture as a percentage of personal consumption in the US has dropped, even as overall spending has doubled. 17 Yet spending on experiences, like recreation and travel, has been on the upswing for more than a decade. Businesses are finding a competitive edge with the design of memorable customer experiences. The Baltimore Ravens are the first National Football League team to enable AR-driven “virtual face painting,” letting fans customize and easily share their Ravens experience. 18 The Denver Museum of Nature and Science uses AR to fuse digital and prehistoric worlds, resulting in an interactive anatomy lesson where museum-goers can place skin and muscles on dinosaur fossils. 19 Even restaurants are reinventing the dining experience, with holographic top-of-table projections and VR tours for unforgettable experiences and entertainment between courses. 20,21 Public spaces are also being transformed with immersive experiences: Alamo Plaza in San Antonio, Texas, is developing an AR/VR “future of history” storytelling experience through a free app, giving Alamo visitors a new way to learn about the fort’s past. 22 And XR has also demonstrated value in unlearning: researchers have seen compelling results using VR therapy to address post-traumatic stress disorder in military veterans, letting patients confront triggering stressors while talking through their responses with therapists in real time. 23 Across industries and applications, XR is pushing companies to not only think differently about what is possible, but also to create new solutions that bypass many of the distance-based challenges they face today—a clear advantage for leading companies that embrace it.

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