Far beyond gaming, augmented and virtual reality can create value in health care, retail, manufacturing, and other industries. BCG’s AR and VR consultants help identify—and integrate—the right strategy, technology, data, and operating model.
AR and VR technology transforms how you visualize and use data, sparking innovation, efficiency, and competitive advantage across any industry. Using AR and VR, surgeons can perform operations more precisely. Retailers can fulfill orders faster and more accurately. Models for remote work and assistance become more effective. The benefits of AR and VR—and the combination of the two through mixed reality—are evolving, growing, and ready to be seized.
However, augmented and virtual reality technology is not plug-and-play. Companies that realize the full value of augmented and virtual reality get a lot right. They identify how AR and VR can be applied to their challenges and goals. They understand how to integrate AR and VR with their data, business models, and people and organization. They move quickly—but effectively—from concept to pilot to scale.
There are a lot of misconceptions about augmented and virtual reality: It’s just for gamers. It puts you in a virtual world. It requires cumbersome headsets. But today’s AR and VR technology is multifaceted—and tailor-made for the business world.
Augmented Reality
AR keeps you in the physical world but overlays your field of vision with digital information through wearable or handheld systems—for example, displaying sensor readings and maintenance instructions as you perform a repair. The field is evolving rapidly, and it is brimming with business potential: AR puts relevant data in reach and in context—enhancing capabilities and insights.
Virtual Reality
Fully immersive, VR uses a head-mounted display to place you in a computer-generated environment, where you can view and manipulate virtual objects. VR completely blocks out the physical world, which works well for some uses—such as training soldiers or oil and gas workers in risk-free surroundings—but means you can’t interact with objects in the real world.
Mixed Reality
Melding augmented reality with virtual reality, MR lets you interact with digital objects within your physical environment. A neurosurgeon, for instance, might manipulate a 3D MRI scan projected above a patient. Mixed-reality systems use sophisticated imaging—built into smart glasses or head-mounted displays—to superimpose virtual elements on your field of vision. They avoid the isolation of VR systems while providing more digital augmentation than AR.
Winning with AR and VR means linking strategy, technology, and execution. We help companies identify where—and how—AR and VR can support a business process, model, or goal, and then move quickly into prototyping and implementation.
It’s an agile, launch-and-learn process that plays out in several phases:
At the same time, we work with companies to make the changes to roles, organization, and platforms that let them master the use of AR and VR in business.
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The beauty industry is already using AR to give customers an immersive and wholly personalized experience. Other consumer categories need to get on board.
Telefónica’s Maurice Conti roams widely through fields as diverse as artificial intelligence, virtual reality, synthetic biology, and the future of work.
Our augmented and virtual reality consultants help clients unlock the value of incorporating AR and VR technology into their business process. Here are some of our experts on the topic.
