Throwback to XR Wave – Webinar: Integrate VR and AR into your marketing strategy
We kicked off our first webinar with an engaging discussion about the transformative potential of Extended Reality in shaping marketing strategies, featuring insights from João Baptista, marketing expert and founder of The Institute for Tomorrow, and Christopher Lafayette, technologist and humanitarian focused on AI, immersive technology, and ethics.
The session offered a mix of thought leadership, practical advice, and a forward-looking perspective on the intersection of XR, AI, and Marketing.
For those who missed it, here’s a recap of what we learned—and why XR isn’t just the future, it’s the now.
1. XR is About People First, Technology Second
The foundation of the discussion was clear: XR technologies like VR and AR only succeed when they’re centred around people, not just the technology.
As Christopher pointed out:
“There is no VR without people. When we talk about extended reality, it must still have reality with it.”
Technology is a tool, but the heart of XR is its ability to create shared human experiences. This human-first approach ensures that XR campaigns resonate emotionally, making them more impactful and memorable for users.
“If you’re going to extend reality, you must bring reality with it. Without people, there is no AI, VR, or AR.”
Technology should focus on human connection. Whether through immersive VR experiences or AR-powered storytelling, the most successful XR strategies are those that reflect and celebrate human culture and creativity so brands must prioritize these elements to create experiences that resonate with their audiences.
Key Takeway:Marketing strategies that integrate XR must focus on people, communities, and culture—not just flashy tech.
2. Cultural Integration is the Future of XR
One of the interesting insights was the importance of infusing XR experiences with cultural authenticity. Technology is at its best when it mirrors and respects the cultural intricacies of its users.
“We need to integrate our own cultural intricacies into XR to truly appreciate its capabilities.”
This means that brands should focus on creating experiences that are not only innovative but also rooted in the values, traditions, and stories of their audiences. It’s not about selling products; it’s about selling culture.
Example:
Think of Roblox, where entire virtual worlds are co-created by users. This success comes from its ability to let people express their creativity and cultural identity in new, immersive ways.
3. The Metaverse is Not Dead—It’s Evolving
While headlines may suggest otherwise, the metaverse is far from over. Despite speculation about the metaverse’s decline, our speakers emphasized that the concept of the metaverse is simply shifting and growing in ways we might not have expected.
The metaverse isn’t dead—your assumption is dead. Billions of dollars have been invested into it, and the potential is limitless.” (Christopher)
Whether through AI, AR, or VR, the goal is to blur the boundaries between physical and digital experiences, creating spaces where people can connect, collaborate, and innovate.
Example:
The metaverse’s real strength lies in its ability to seamlessly integrate physical and digital worlds, creating spaces for meaningful interaction.
Platforms like Roblox and experiences like Nike’s virtual stores exemplify how the metaverse is driving innovation.
Read more about it here
4. AI is the Next Frontier of Innovation
The conversation also highlighted AI as a powerful extension of human intelligence. By augmenting our ability to think, reason, and create, AI is transforming how we approach marketing and technology development.
“Artificial Intelligence is an extension of human intelligence—it’s extended reality in its own way.”
For marketers, the real opportunity lies in using AI to create seamless, personalized experiences that feel less like technology and more like magic. From AI-powered XR installations, conversational AI assistants, to immersive brand activations, it had the potential to elevate marketing experiences to new heights.
Key Takeway: XR and AI are a powerful combination that allows for more interactive, adaptive, and personalized experiences.
Pro Tip:Use AI to gather insights on audience behavior and preferences, then integrate those insights into XR campaigns to ensure maximum relevance and engagement.
5. Art + Technology = The New Creativity
One of the most inspiring moments of the webinar was the reminder that technology and art are inseparable.
“You cannot have technology without art. People buy culture, not just products.”
The most successful XR campaigns are those that blend the technical precision of AR and VR with the emotional resonance of art and storytelling. This fusion ensures that XR experiences are not only functional but also deeply meaningful.
6. Collaboration Will Write the New Playbook
The speakers stressed the importance of collaboration in shaping the future of XR. Whether between marketers, technologists, or artists, partnerships are essential to pushing the boundaries of what’s possible.
“Events and communities shouldn’t just be about the technology—they should focus on people. Collaboration will create a new playbook for innovation.”
By working together, brands can unlock new opportunities and ensure their strategies remain inclusive, forward-thinking, and impactful.
7. First-Mover Advantage is Key
For brands looking to dive into XR, now is the time to act. The tools and platforms are more accessible than ever, and early adopters will be the ones to define the market.
“The first-mover opportunities are immense. Brands that integrate these tools now will set the standard for the future.”
Whether it’s using AR for product visualization, VR for immersive storytelling, or AI for personalized experiences, the possibilities are endless—and the rewards are too.
Key Advice for Brands Exploring XR
The webinar wrapped up with practical tips for brands looking to embrace XR:
- Start with Purpose: Don’t adopt technology for the sake of novelty—ensure it aligns with your brand values and goals.
- Experiment Boldly: Take small steps, test, and iterate. As Jan said, “There’s no innovation without experimentation.”
- Focus on People: Design XR experiences that prioritize emotional connection and cultural relevance.
- Collaborate: Partner with experts, creators, and other brands to innovate and share knowledge.
Looking Ahead
As we closed our webinar, one thing was clear: XR, AI, and the metaverse are not just technologies—they are extensions of our human desire to connect, create, and innovate.
The brands that succeed in this space will be the ones that focus not just on the tools, but on the people who use them.
Want to learn more? Watch the full webinar here to hear directly from the experts and explore real-world case studies, interactive demos, and more.
At Immersiv Studios, we’re here to support brands transforming the future of marketing with immersive technologies!
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