Generally, the metaverse is considered a (virtual) place for leisure and fun, but recent innovations have seen the technology be used in more ways that could prove helpful for businesses. By using technology like virtual reality (VR) and augmented reality (AR), businesses can connect with their consumers in ways they never thought possible.
Many people are already familiar with VR and AR technology from an entertainment standpoint. Perhaps they’ve played a video game using a VR headset that immerses them in the game’s world or on their phone that superimposes the game’s images onto the real world. However, businesses are beginning to realize VR and AR’s power to immerse consumers in more than just entertainment experiences.
These technologies both fall under the umbrella of spatial computing, an overarching term used to describe the processes and tools that “capture, process, and interact with 3D data.” Several businesses have already begun to leverage spatial computing, but adopting a new paradigm like this isn’t without its challenges.
This is where pioneers like Joseph Callahan — a tech industry veteran whose company Ciright has been helping companies embrace the latest technological innovations for decades — come in.
The evolution of VR and AR for business use cases
One of the most common examples of spatial computing technology being leveraged for business use is augmented reality “try-on” features. Many online stores have long offered tools that allow customers to see how a particular garment or accessory would look as part of their ensemble or in their room through pictures or live camera access. Similarly, businesses in the applied services space are beginning to use this technology to show their clients how machines will fit into their spaces.
Another technology Ciright has pioneered for businesses looking to branch into the metaverse is the digital twin, which — as the name suggests — is a virtual replica of a physical machine. This technology’s use cases are impactful and wide-ranging, enabling everything from remote monitoring to training simulations and preparation for maintenance.
However, perhaps the most exciting thing about digital twin technology is that it allows customers to see and interact with digital replicas of machines that would be impractical to model in person. “For machines that are large in size, digital twins allow one to see the machine and its components with a level of detail that rivals or even exceeds that provided by physical models,” says Callahan. “Furthermore, customers get the opportunity to interact with these machines’ replicas in a three-dimensional virtual environment.”
The digital showroom and the “inception twin” — innovations in digital twin technology
The other important feature that digital twin technology enables is the concept of the digital showroom. A digital showroom is a space in the metaverse where a company can show off digital twins of their products.
The primary benefit of this approach is that it allows potential customers to see and explore a business’s products incredibly conveniently. From the comfort of their home or office, prospects can access a virtual showroom using a basic VR headset or a desktop computer, saving them the time, money, and hassle of going to a brick-and-mortar showroom.
Ciright’s digital twin technology is useful even before the sales process, though. The team at Ciright is incredibly proud of their innovation of the “inception twin,” which could revolutionize the process of product design and development.
“The traditional notion of digital twins is that these virtual avatars are often created concurrently with their physical counterparts. In contrast, Ciright’s inception twin is created before the physical asset it represents,” explains Callahan. “Imagine the inception twin as the firstborn, born years ahead of its tangible counterpart.”
In these ways and more, it has become clear that virtual and augmented reality are technologies that have the potential to revolutionize how businesses showcase their products. From inception twins to digital showrooms, Ciright is changing how businesses interact with their customers in VR and AR, helping them form deeper, more immersive interactions than ever before.