The combination of Augmented Reality (AR) and Virtual Reality (VR) is likely to alter immersive online experiences in 2024. Let’s take a look at the current state of AR and VR applications in business, as well as some interesting use cases and rising trends for 2024. 


Current Use of AR/VR in Businesses 

Learning purposes 

One of the prominent applications of AR and VR is in training. Businesses are leveraging these technologies to create immersive virtual learning environments. According to a PWC survey, VR trainees absorb knowledge four times faster than traditional classroom learners, showcasing the efficiency of immersive training. 

How to Implement AR/VR into Your Business Today

Immersive Retail 

Brands are increasingly using augmented reality to enhance the retail experience. Customers can virtually try on products like glasses or clothes or visualize how furniture and paint will look in their own space. The trend is set to evolve in 2024 with more refined and feature-rich mixed-reality retail experiences. 

Collaborative Work 

Remote and distributed work are more prevalent than ever, and AR/VR technologies are stepping in to bridge the gap. Collaborative mixed reality tools will become more immersive, capturing subtle aspects of interaction that are challenging to replicate in traditional video calls. 

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What are the emerging trends for 2024? 

The Time of Generative AI 

Generative AI, a standout technology from 2023, is set to play a pivotal role in creating immersive online experiences. It’s anticipated to streamline the development of digital worlds, environments, artwork, and even realistic characters. This technology can potentially reduce the time it takes designers to build 3D environments. 


Multi-Sensory Technology 

The quest for a truly immersive experience goes beyond visuals and sound. Innovations like haptic gloves, scent-emitting devices, and full-body suits are set to enhance the sensation of immersion in digital worlds. Expect more progress in this area throughout 2024. 

Multisensory stimulation - 2021 - Food Science and Technology - Wiley Online Library

Mixed Reality – AR and VR Convergence 

The convergence of AR and VR presents new possibilities. Blurring the lines between the real and digital worlds, mixed-reality environments will become more common. Imagine attending a live concert where virtual attendees with VR headsets coexist with those using AR glasses in the physical audience. 

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How can marketers benefit from AR and VR evolution? 

AR possesses the transformative ability to turn static objects into dynamic, interactive, and animated three-dimensional entities, providing marketers with innovative avenues to captivate and entertain customers.  


A prime example is Walmart’s collaboration with media giants DC Comics and Marvel, where exclusive superhero-themed AR experiences were brought to select outlets. This not only created novel and engaging encounters for customers but also incentivized them to explore various store locations, blending entertainment seamlessly with exploration. 

Toyota and Hyundai have also harnessed AR to showcase intricate processes and mechanisms associated with their new car models. By providing customers with a visual and interactive understanding, AR becomes a powerful tool for educating consumers on the key features and innovative technologies integrated into these vehicles. 

Retail giants like Walgreens and Lowe’s have developed in-store navigation apps, utilizing AR to overlay directional signals onto a live view of the path in front of users. This not only assists customers in finding products within the store but also transforms the shopping experience into an educational journey, offering guidance in real-time. 

Ikea’s “Place” app utilizes AR to offer customers a preview of how furniture pieces would appear in their homes. This eliminates the hassle of measurements and enables customers to make more informed purchase decisions by visualizing the furniture in their own living spaces. 

Beauty giants L’Oréal and Sephora leverage AR to provide customers with realistic previews of their appearance when wearing or trying different cosmetic products. This transformative experience enhances the evaluation process, allowing customers to make personalized and confident choices. 

As we step into 2024, the playbook for AR/VR triumphs is clear. Businesses embracing these immersive technologies can elevate training, retail experiences, collaborative working, and more. With emerging trends like Generative AI and Multi-Sensory Technology, the immersive future is brighter than ever. It’s time to innovate and captivate in the AR and VR world. 

Klik Solutions wants to know how you are harnessing AR/VR technologies.  Share in the comments below. Reach out for more information and to see how these innovations can help your business thrive.  

Table of content
1. Current Use of AR/VR in Businesses  
2. What are the emerging trends for 2024?  
3. How can marketers benefit from AR and VR evolution?  

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