Augmented Reality Users Value Entertainment As Well As Productivity This bar chart shows the most popular use cases for augmented reality. Playing video games tops the list. This graphic has an associated spreadsheet that includes all data presented. Please access the spreadsheet for details. Figure 6 Virtual Reality’s Association With Gaming Alienates Most Consumers The lack of comfort and exposure to AR and VR technologies are the main barriers to consumer adoption.

Technologies like augmented reality have been around for more than 10 years and have delivered great experiences for nearly five years. But in Forrester’s Consumer Technology Insights Survey, 2025, only 18% of US online adults say they’ve used an augmented reality device or app. Despite its potential and huge expectations, this technology and the associated metaverse didn’t catch on. Fail to accrue powerful benefits that outweigh the risks of the new technology.

We’ve identified the following business scenarios as extended: B2B2B commerce, B2B2C commerce, distributed owned marketplace commerce, distributed social commerce, extended-reality/augmented-reality commerce, and marketplace commerce (see Figure 5). Some buyers look to address these business scenarios in addition to the core ones, but commerce services solutions may less commonly address them.

Ultrahigh-bandwidth and low-latency 5G networks process data closer to the edge and enable real-time decision-making for critical applications, such as AI and augmented reality (AR)/VR. Additionally, 53% of enterprise respondents report using or planning to adopt IoT-enabled devices. These IoT devices generate data that is processed locally at the edge device, rather than sending it to a central cloud (see Figure 2).

Read this report to understand the augmented and autonomous future of genAI for visual content and the steps that businesses and their technology and services partners can take to make an agentic future a reality.

XR is an immersive interaction mode that blends physical and digital environments — encompassing VR and augmented reality — to enable users to engage through simulated or enhanced real-world experiences. Figure 2 Users Engage Digitally In Task/Mode Combinations That Span Five Proclivities This image contains definitions of the five proclivities: awareness, casual use, consistent use, comfort, and preference. It also includes examples of and comments about each proclivity.

Technologies with lower maturity and less immediate customer value, such as augmented reality and NFTs, are rightfully lower in investment priority. Alongside the hype of genAI is risk; digital executives must use caution and place governance and guardrails on experimentation and adhere to regulations like the EU AI Act or US AI regulations to avoid fines.

For instance, augmented reality (AR) technologies have been around for more than 50 years (and have delivered great experiences for at least five years). However, just 10% of US online adults actually use augmented reality at least monthly to research products, according to Forrester’s 2024 data. In 2024, 29% of services decision-makers working in retail indicated that their organization would use third-party service providers for AR or virtual reality (VR) in the next 12 months.

A unique development in the EAMS market is one vendor’s integration of augmented reality (AR) to enable immersive modeling experiences. This innovation adds a new dimension to enterprise architecture, allowing stakeholders to visualize and interact with models in a more intuitive and engaging way. Qualiware recently released Qualiware Go, an AR mobile app that gives users access to an organization’s management system wherever they are.

Setting up a geofence, running in the background, detecting a Bluetooth beacon, monitoring battery life, dragging and dropping, recognizing custom gestures, vibrating, offering augmented reality, using a USB, reading local files or contact information, and pushing notifications all have limitations on at least one major mobile platform.