emerging
Immersive Storytelling Ecosystems
Immersive technologies like AR, VR, and 3D are reshaping storytelling and brand experiences, blurring the lines between physical and digital worlds.
Timeframe
near-term
Impact areas
Detailed Analysis
The report highlights the growing importance of immersive environments and features in meeting evolving consumer expectations. Wearable tech, 3D digital out-of-home (DOOH) media, and instant world-building tools are converging to create dynamic, real-time brand experiences. As the report states, "Immersive environments and features are essential for staying ahead of evolving consumer expectations and providing dynamic experiences at scale."
Context Signals
Apple Vision Pro
Meta's Orion AR glasses
Sephora Universe immersive platform
Edge
Brands can leverage immersive tech to empower fan participation through co-creation in digital spaces.
Real-time, interactive experiences that follow consumers across both digital and physical spaces will become increasingly prevalent.
Developing 3D assets of brand IP will enable greater agility in deploying experiences across various 3D platforms.
