News Summary

• Augmented reality (AR) has long promised to reshape digital customer experiences.
• Despite technological progress and continued investment, AR deployments are still in the early phase of adoption.
• Many organizations still treat AR as a standalone technology category.
• Global spending on AR and virtual reality (VR) is expected to grow significantly in the coming years as organizations experiment with immersive interfaces and digital collaboration tools.
• "As a technique, AR is inevitable," says Tuong Nguyen, director analyst at Gartner.
• "Organizations that begin exploring it now will be better positioned when adoption accelerates"