“Where I see the business value is through the confluence of all these technologies and the end result being an entirely new way of consuming content,” says Amy Peck, technology strategist and CEO of EndeavorVR. “It’s storytelling that goes back to gaming constructs where, instead of a linear story, you’re taking branching and interactive narratives like the way games are constructed and making a story out of it.”
Instead of content creators telling stories with a beginning, middle and end, for instance, future experiences could allow for more immersive, exploratory, and nonlinear worlds for users to explore.
“I think that doing this in the wild and having an interplay of digital and real life through future wearables will enable all kinds of different experiences—many of which we haven’t even thought of yet because we still don’t really understand what captures the hearts and minds of the consumer,” says Peck.
However, for the company aiming to leverage AR or VR to improve business, no single solution exists today. As experts continue to explore how to integrate these technologies into business, Peck advises companies to first build a high-level vision.
“Rather than looking at a specific use case for taking VR or AR and crafting a solution out of that, you need to look at the bigger picture,” she advises. “Ask, ‘What is the future of your workforce? What is the future of your product? What is the future of your business? What does your future customer look like?’ And then work backward from the future. With this technology, we’re blowing the doors off of everything that we think we know and understand—an entirely new medium.”