15 minuti di lettura

AR/VR trends of 2025

Design 3D

IA & ML

AR/VR/MR

Tendenze

AR and VR have come a long way. What once started as experimental technology is now used daily in various industries, including healthcare, education, retail, and entertainment. These advancements highlight the evolving AR and VR trends that are shaping innovation across sectors.

AR and VR aren’t just flashy add-ons anymore — they’re solving real-world problems and creating authentic connections between the physical and digital worlds.

For businesses, understanding these trends isn’t just about keeping up; it’s about unlocking new opportunities to improve workflows, enhance customer experiences, and outpace the competition.

In this article, we’ll explore how the latest AR/VR trends can help your business thrive in a rapidly changing landscape and prepare for the next big leap in innovation.

The state of AR/VR market

The AR/VR market is on the rise thanks to technology advancement and the growing demand from all kinds of industries.

By 2030, it’s expected to hit $200.87 billion, growing at a healthy CAGR of 22% between 2025 and 2030. Looking even further ahead, forecasts suggest it could reach a staggering $589 billion by 2034, with sectors like gaming, healthcare, education, retail, and manufacturing leading the charge.

What’s behind this growth? More capable hardware and smarter software. Devices like Meta Quest e Apple’s Vision Pro are driving AR and VR technology trends. With better displays, improved computational power, AI integration, and significantly sleeker hardware designs, these tools are now more user-friendly and far less clunky than they were just a few years ago.

Gaming and retail are still the top users, but industries like healthcare and education are now also leveraging AR/VR for training, diagnostics, and learning. This diversification reflects AR/VR industry trends as the technology matures.

Take AR/VR from an idea to a fully working solution

AR and VR to give you an edge in 2025

The AR/VR space is evolving rapidly. In 2025, the focus will be on enhancing the user experience with smarter, more adaptable technologies, improving both usability and content.

AI in AR/VR

Bringing artificial intelligence into AR and VR solutions has completely changed the game. AI makes these technologies smarter, more immersive, and easier to use.

AI improves how AR and VR process data in real time. AI streamlines the generation of environments, reducing the need for extensive work by 3D artists. Instead of manually creating every detail, such as mountains or forests, AI can automatically generate these locations, making the process faster and more cost-effective. And this has been a major breakthrough for developing lifelike, engaging content.

For example, AI-powered architectural tools can generate detailed virtual spaces. Whether it’s gaming or training simulations, AI-generated environments feel more dynamic and immersive than ever.

AI has also taken VR gesture-tracking to the next level. Devices like Orion glasses can interpret hand and finger movements. So, there is no need for controllers anymore, and interactions feel natural and intuitive. This is just a game-changer for fields like design, gaming, and engineering. Imagine manipulating 3D models with just your hands — it feels futuristic and boosts productivity.

In manufacturing, AI-powered AR solutions overlay real-time data on machinery, providing technicians with precise, context-aware guidance for complex tasks. This reduces errors, improves efficiency, and ensures that even intricate processes are executed accurately.

Predictive maintenance systems use AI to spot potential issues before they happen, making work smoother and safer. With AR, maintenance workers can see important information, like diagnostics or repair steps, right in front of them through their headsets. This helps them fix problems faster, stay on track during routine checks, and avoid mistakes, reducing downtime and improving safety.

AI is also raising the bar for object recognition in AR. Tools like Google Lens can identify objects, translate text, or provide a helpful context in real time. In retail, this aligns with augmented reality market trends, as customers can visualize products in their homes or pull up reviews instantly. This makes shopping more interactive and personalized.

Digital avatars

Imagine walking into a virtual store where a friendly, lifelike assistant greets you, answers your questions and helps you find exactly what you need — all without a human being involved.

That’s the power of digital avatars. These AI-driven 3D characters are changing the way businesses interact with consumers. They definitely make communication more engaging, efficient, and personalized.

Take Skoda, for example. They’ve implemented AI-powered avatars to handle customer service inquiries 24/7. These virtual assistants provide tailored support or answer product-related questions. All this streamlines operations and delivers a top-notch customer experience.

But digital avatars don’t stop at customer service. In marketing, they’re becoming the face of brands. Virtual influencers like Lil Miquela are setting trends on Instagram and TikTok. They connect with younger audiences: host product launches, guide virtual showroom tours, and create immersive, interactive campaigns that traditional marketing just can’t match.

Nel Metaverse and other virtual spaces, digital avatars act as customizable identities for users.

Platforms like Decentrato e allow people to create avatars that can attend virtual events, shop, or collaborate on projects. These avatars bring a sense of identity and interaction to virtual spaces, whether you’re in a virtual meeting or socializing at a virtual concert.

When integrated with AR and VR, the potential of avatars grows even more. For instance, Accenture uses avatars in VR onboarding to create team-building exercises and provide real-time feedback. That is what makes learning engaging and effective.

WebAR and cross-platform apps

WebAR reflects augmented reality future trends, making AR more accessible than ever. Instead of downloading special apps, users can dive into AR experiences directly through their web browsers. This means no complicated setups — just instant access to immersive, interactive content that works smoothly across devices and platforms.

In retail, companies like IKEA used WebAR to help shoppers visualize furniture in their homes using nothing more than a smartphone or tablet — a clear example of how AR and VR make shopping more interactive. Similarly, Sephora offers a WebAR makeup try-on feature, which allows customers to see how products look on their faces without downloading an app. It’s very convenient.

WebAR is also a hit in marketing. Take the Pepsi Max Bus Stop campaign, for instance. When it was launched, it was a groundbreaking use of augmented reality in outdoor advertising. It transformed a traditional bus stop into an interactive digital experience that brought unbelievable scenarios to life.

Another great example is 1-800-Flowers, which uses WebAR to showcase 3D models of floral arrangements. Customers can zoom in, rotate, and visualize the flowers in their space before buying.

Even education is benefiting from WebAR. Google’s Search AR lets students explore 3D models of animals, scientific concepts, and historical artifacts directly from a browser. Whether it’s a classroom or a home study session, these interactive tools enrich learning without requiring extra software.

Wearable AR/VR

Wearable AR/VR devices are transforming from bulky gadgets into sleek, practical tools that are easier to use and integrate into everyday life. With longer battery life, more powerful hardware, and compact designs, these devices are becoming indispensable across industries.

Take the Apple Vision Pro, for instance. It combines high-resolution displays, advanced spatial audio, and gesture controls to create immersive AR and VR experiences. Similarly, the Meta Quest 3 offers cutting-edge quality with a focus on mixed reality. They allow users to toggle between virtual and real-world interactions. It’s lighter, faster, and more affordable than its predecessors. This makes such glasses ideal for gaming, training, and collaborative VR projects.

For those looking for lightweight AR solutions, Orion glasses stand out. These wearables allow users to interact with digital environments using just natural hand movements — no controllers needed. Their compact design makes them perfect for engineering visualization, medical training, and consumer experiences.

Meta Ray-Ban also brings AR functionality to everyday eyewear. With built-in cameras, voice controls, and easy content sharing, these glasses make AR wearables as unobtrusive as regular glasses. While currently focused on social and media tasks, they hint at a future AR trend of blending technologies into daily routines.

Gamification

Using AR and VR to deliver gamified experiences is transforming how businesses engage with customers across various industries. AR and VR industry trends reflect how these technologies merge entertainment with education and fitness to keep users engaged.

By mixing fun with functionality, AR/VR is turning ordinary tasks into exciting, immersive experiences that keep users engaged and motivated. Whether it’s learning, working out, or shopping, adding game-like elements makes everything feel a little more rewarding. And honestly, who doesn’t want a little more fun in their day-to-day?

Take education, for example. Tools like ClassVR let students step into historical landmarks, dive into 3D science concepts, or practice real-world skills in a safe, virtual setting. It’s not just learning — it’s exploring. And by making lessons hands-on and interactive, these platforms turn even the trickiest subjects into something relatable and fun.

In fitness, apps like Supernatural e FitXR are redefining workouts. Who wouldn’t want to box, dance, or meditate in stunning virtual worlds? Users have a great time during their workouts, and the rewards help them stay committed over time. It’s an exercise that doesn’t feel like a chore.

And it’s not just about fun — it’s about results. In training and mental health, gamification is making a real impact. VR-based scenarios teach employees critical skills like conflict resolution or technical repairs in a safe, game-like way.

Practical applications of AR/VR across industries

AR and VR are no longer niche technologies — they’re solving real-world challenges with measurable impact.

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AR and VR are changing how healthcare professionals learn, diagnose, and care for patients. Platforms like Osso VR bring surgical training to a whole new level, letting doctors practice in realistic simulations without any risk to patients. The results? Surgeons trained with VR perform better — up to 230% better than those trained with traditional methods.

AR is also making diagnostics and treatments smarter. AccuVein, for instance, uses augmented reality to project a map of veins onto a patient’s skin. It helps clinicians place IVs with pinpoint accuracy. Similarly, Voka.io offers AR tools that overlay 3D anatomical models onto patients and give surgeons a clearer view for planning and executing complex procedures.

Rehabilitation is another area where VR shines. Applications like MindMotion use gamified therapy to help stroke patients regain motor skills.

In mental health, VR is being used for exposure therapy. It allows patients to safely confront and manage phobias, PTSD, and anxiety in controlled environments.

AR and VR are simply revolutionizing manufacturing. These technologies make processes faster, training smarter, and quality higher. What’s also great is that they reduce errors and downtime.

Take AR glasses, for example. They provide real-time overlays on machinery, guiding technicians step-by-step through assembly or repairs. Boeing uses this technology in aircraft production, projecting wiring diagrams directly into the technician's view. The result? A 25% reduction in assembly errors and significantly faster production times.

When it comes to quality assurance, AR tools are helping workers detect defects faster and with greater accuracy, ensuring that production meets the highest standards. On the other side, VR is transforming worker training. Companies like Siemens use VR simulations to let employees practice operating complex machinery or navigating safety protocols in a completely risk-free virtual environment. This not only speeds up training but also reduces workplace risks.

AR and VR are also making remote collaboration easier than ever. Imagine a specialist connecting with on-site technicians through AR glasses, overlaying visual instructions right onto the equipment. Companies like Caterpillar are already using this approach to guide repairs remotely.

AR and VR are offering interactive and personalized experiences that were unimaginable a few years ago. As augmented and virtual reality trends continue to shape retail and entertainment, these technologies are becoming integral to customer engagement strategies. These tools let customers explore products in entirely new ways.

Virtual showrooms are just one example of such an approach. Brands like BMW enable customers to explore car interiors, customize features, and even take virtual test drives — all without setting foot in a dealership.

At the same time AR is enhancing the in-store experience. For example, Zara once used AR displays that showed clothing on virtual models when customers scanned specific areas with their phones.

AR and VR allow students to explore complex topics visually and hands-on. This makes lessons more memorable and engaging.

We’ve already mentioned platforms like ClassVR. With them, students can virtually visit ancient civilizations, dive into the ocean’s depths, or explore outer space, which really helps to turn classes into adventures that stick. This not only boosts understanding but also makes learning genuinely enjoyable.

Augmented reality adds another layer of engagement by providing real-world context. Tools like Merge Cube let students hold and interact with 3D models of planets, molecules, or historical artifacts in their hands, making abstract concepts feel tangible.

In higher education and vocational training, VR has proved invaluable for simulations and skill development. Medical students can practice surgeries in a risk-free virtual environment, while engineering students use VR to test and refine prototypes. Platforms like zSpace combine AR and VR to teach STEM subjects. They let students manipulate virtual circuits or 3D anatomical models, deepening their understanding through hands-on exploration.

From gaming and live events to theme parks and films, AR and VR bring stories and experiences to life in fresh and exciting ways.

In gaming, platforms like Meta Quest 3 and PlayStation VR2 pull players into fully interactive environments, making them active participants in the action. Games such as Beat Saber and Half-Life: Alyx turn gameplay into dynamic, physical experiences that go far beyond the traditional screen.

AR is enhancing live entertainment, too. Coldplay incorporates AR visuals that blend live music with augmented effects viewable through smartphones. This creates a hybrid experience that feels fresh and engaging. Sports broadcasts are also stepping up, using AR to show real-time stats, 3D replays, and enhanced visuals, thus making games more interactive and informative for fans.

In film and storytelling, VR is opening up new creative possibilities. Platforms like Oculus TV and apps like Within let audiences enter 360-degree cinematic experiences. Instead of just watching a story, viewers can explore virtual sets and interact with narratives, bringing them closer to the action than ever before.

Theme parks are another area where AR and VR are shining. Disney and Universal Studios are using these technologies to enhance rides and attractions. Guests can interact with digital characters or dive into virtual adventures that respond to their movements, creating personalized, unforgettable experiences.

Ensure seamless AR/VR integration for your business success

Challenges of AR/VR tech

AR and VR have unlocked incredible possibilities. However, their rapid growth comes with challenges that can’t be ignored.

From technical hurdles to privacy concerns, these issues must be addressed to ensure these technologies are not only effective but also safe and accessible for everyone.

Data privacy considerations

AR and VR technologies thrive on data. They collect everything from location information and biometric data, like eye movements and heart rates, to detailed behavior patterns within virtual environments. While this data powers personalized and immersive experiences, it also raises serious privacy concerns.

One key issue is the risk of misuse or unauthorized access to sensitive information. For example, VR applications that track eye movements could unintentionally reveal personal preferences or emotional states. If this data is mishandled or falls into the wrong hands, it can lead to targeted manipulation and fraud, which highlights the importance of robust security measures.

Secure data storage presents additional challenges. Advanced AR tools that rely on real-time mapping, like Google Maps AR, might inadvertently store sensitive information about users’ homes or workplaces. Without robust encryption, this data becomes a potential vulnerability.

To address these concerns, companies must prioritize transparency and security. Measures like data encryption, anonymization, and clear consent mechanisms are essential to protect users. At the same time, educating users about how their data is collected and used — and giving them control over what they share — will be key to building trust.

Performance and connectivity

AR and VR depend on powerful hardware and fast, reliable connections to create the immersive experiences we expect. But getting there isn’t always easy. These technologies need a lot of processing power and high-speed internet to feel smooth and natural.

Latency is one of the biggest hurdles. Even a small delay between what you do and how the system responds can break the illusion in VR — or worse, cause motion sickness. That’s where faster connections like 5G come in. They ensure real-time interactions that keep everything running smoothly.

Processing power is another challenge. Devices need to handle high-resolution graphics and track movements like hand gestures or eye motions — all without overheating or draining the battery too quickly. While devices like the Meta Quest 3 and Apple Vision Pro are making strides, finding the right balance between power, size, and cost is still a work in progress.

Connectivity also plays a huge role. Many AR and VR systems rely on cloud-based processing to lighten the load on your device, but that only works if the network is up to the task. In areas with slow internet speeds, users can end up with laggy or incomplete experiences, which limits how widely these technologies can be used.

The solution lies in better hardware and stronger networks. As devices get more efficient and connections like 5G and Wi-Fi 6 become more available, AR and VR will become smoother and easier to access for everyone, no matter where they are.

Device size

The size and design of AR and VR devices have always been sticking points for adoption. Bulky, heavy headsets and clunky equipment don’t exactly scream comfort, especially for prolonged use. But thanks to advancements in materials, miniaturization, and more efficient CPUs — smaller, more powerful, and energy-efficient chips — these devices are becoming more practical and appealing.

In the early days, VR headsets like the HTC Vive e Oculus Rift were tethered and heavy, they were limiting movement and making long sessions uncomfortable. Fast forward to now, and devices like the Meta Quest 3 and Apple Vision Pro have slimmer, untethered designs that feel much easier to use. Whether it’s gaming or training, these lightweight builds make a huge difference for users who spend extended periods in virtual spaces.

AR devices are making even bigger strides toward portability. Products like Meta Ray-Ban and Snapchat Spectacles look more like traditional eyewear. They integrate features like cameras and smart displays seamlessly. Such products prioritize both functionality and style, which makes them easier to wear in everyday life without standing out.

Of course, shrinking these devices isn’t just about aesthetics. Engineers face the challenge of packing high-performance processors, sensors, and batteries into compact designs. Innovations in microprocessors, energy-efficient components, and cooling systems are key to making these devices smaller without sacrificing performance.

As AR and VR devices continue to shrink, they’re becoming more comfortable, portable, and integrated into daily life. These advancements clear the way for wider adoption and make immersive experiences a natural part of how we work, play, and connect.

Health issues due to prolonged use of wearables

While AR and VR create exciting, immersive experiences, using these devices for long periods can come with some challenges. From physical strain to eye fatigue and mental health concerns, these issues highlight the importance of balancing enjoyment with safety.

Eye strain is a common problem. Spending too much time looking at close-up screens in VR headsets or AR glasses can cause dryness, irritation, and headaches. Features like blue light filters and adjustable focus, found in devices like the Meta Quest 3, help reduce these effects, but they don’t eliminate the issue entirely.

Motion sickness is another hurdle. In VR, mismatches between what you see and how your body moves can leave users feeling dizzy or nauseous. While improved tracking and higher refresh rates have made a difference, some users still experience discomfort during more intense virtual experiences.

Physical strain, especially on the neck and shoulders, can also be an issue. Even with lighter designs, poorly balanced headsets can cause discomfort during longer sessions. Ergonomic improvements that evenly distribute weight are key to making these devices more comfortable to wear.

There’s also the matter of mental health. Spending too much time in virtual worlds can lead to overstimulation, disrupted sleep, or feelings of isolation. Immersive experiences are incredible, but they need to be enjoyed in moderation.

The good news is that solutions are within reach. Developers are working on better designs and technologies to make devices safer and more comfortable, while users can take simple steps like limiting session lengths, maintaining good posture, and taking regular breaks. With the right balance, AR and VR can remain exciting and safe for everyone.

AR and VR trends: bottom line

AR and VR are transforming how we interact with the world, blending the physical and digital to create practical tools and exciting experiences. From training doctors and improving education to enhancing shopping and entertainment, these technologies are already making a real impact.

However, challenges like data privacy, device comfort, performance, and health concerns still need to be addressed. With ongoing advancements in hardware, software, and connectivity, AR and VR are becoming more accessible, reliable, and integrated into everyday life.

The future of AR and VR is filled with potential. By focusing on user needs and solving current limitations, these technologies will continue to create immersive, meaningful, and transformative experiences that shape the way we live and work.

FAQ

The AR/VR market is growing quickly. In 2024, it generated $59.75 billion. By 2030, it is expected to reach $200.87 billion, growing at 22% per year. This growth is driven by gaming, healthcare, education, and retail industries, which use these technologies to improve experiences and processes.

The future of AR and VR looks bright, especially with some exciting virtual reality trends emerging. Mixed reality creates seamless experiences, 5G ensures smoother performance, and AI adds smart features like real-time object recognition, making these technologies more accessible and useful across various areas of life and work.

AR and VR are advancing rapidly, with devices like Meta Quest 3 and AR glasses becoming more powerful and affordable. Improved software and content make them valuable in education and healthcare. While challenges like high costs remain, these technologies are becoming increasingly common and accessible.

AR and VR are growing as better devices and software make them easier to use. With lower costs and rising demand for immersive experiences, industries like training, marketing, and design are adopting these tools, bringing them into everyday life.

Sergei Molchanov Responsabile del design di Innowise

Data: 20 gennaio 2025

Sergei Molchanov Responsabile del design di Innowise

Data: 20 gennaio 2025

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