Extended Reality (XR) is rapidly transforming how businesses engage with customers, yet many organisations are overlooking one of its most valuable assets—data. A recent report from ABI Research reveals that while companies utilise XR primarily for engagement, they often fail to harness its capabilities for measuring return on investment (ROI) and optimising performance.
According to Matilda Beinat, research analyst at ABI Research, the issue is that: “When discussing with companies how they measure their success rates, most said they use their own case studies or customer questionnaires to understand the usefulness of their product.”
She notes that many organisations do not collect biometric or usage-based data, which could provide tangible evidence of XR’s effectiveness.
Despite this widespread oversight, several innovators are demonstrating the transformative potential of XR data. For instance, Cognitive3D captures detailed spatial analytics and user interactions within XR environments, offering businesses unprecedented insights into user behaviour. This data enables companies to make informed, data-driven decisions that enhance ROI and improve customer experiences.
Similarly, InContext Solutions leverages XR for real-time retail insights, allowing brands to test store layouts and product placements virtually before committing to costly physical implementations. XRHealth is also making strides in healthcare, using XR data to personalise therapies and track patient progress, thus enabling clinicians to measure recovery outcomes more accurately.
These examples illustrate the untapped power of XR as a data source, showcasing its potential to drive measurable success across various industries. By effectively harnessing XR data, organisations can gain actionable insights that transform operations and elevate customer engagement.
Beinat stresses the importance of recognising XR’s data potential: “In the age of immersive experiences, data is the key to unlocking competitive advantage.” As Artificial Intelligence (AI) continues to evolve alongside XR, understanding and utilising this data becomes crucial for businesses aiming to stay ahead.
