CX 2.0 – How Augmented Reality (AR) and Virtual Reality (VR) Technologies Reset Customer Experience

Pages: 34 Published: April 08, 2022 Report Code: GDDT-IR-S2040

AR VR in Customer Experience Overview

The advent of AR and VR technologies to integrate physical and virtual worlds at different levels is gaining momentum in various sectors to reengineer the customer journey with new types of hybrid experiences. AR and VR technologies are proving to be an asset for travel companies by offering new ways to engage travelers. They provide better location-based, in-flight, or airport experiences besides immersive dining experiences at restaurants.

The five evolving sectors of travel & tourism, automotive, consumer, TMT, and healthcare are covered in this AR and VR technologies research report. The CX 2.0 report highlights how the five major sectors are embracing technologies to foster innovation to mitigate risks, minimize expenses, and improve efficiency.

The Five Major Sectors for AR and VR

As the world increasingly aims to go digital, particularly after the COVID-19 pandemic demonstrations, AR and VR technologies are anticipated to play a crucial role in accelerating the digital transformation of many sectors with high-impact use cases, primarily to remodel the customer experience.


The Key use cases of AR and VR in the automotive sector are immersive marketing, digital retailing, and others. For instance, several carmakers have launched online sales platforms since the COVID-19 pandemic to allow buyers to purchase a car without the need to visit a dealership. With AR technology, MG hopes to provide customers with a sophisticated, informative, engaging, and technically advanced product research experience in the comfort of their own homes. It can assist automakers and dealers to engage customers by altering the fundamental nature of interactions.


The Key use cases of AR and VR in the consumer sector are AR shopping, immersive experiences, and others. The COVID-19 pandemic has changed the shopping behavior of customers as they have started adopting digital tools and solutions for shopping.  Consumer packaged goods (CPG) companies are also on the lookout for advanced technologies and innovations that can offer an immersive shopping experience to consumers.


The Key use cases of AR and VR in the healthcare sector are virtual therapy, virtual guidance, and others. For instance, British mental health startup Oxford VR has launched a social engagement digital therapeutic solution called ‘OVR social engagement’ that uses VR to tackle various mental diseases and disorders. The solution can help users tackle social anxiety, stress, depression, panic disorder, personality disorder, and schizophrenia. The startup aims to transform the way people experience therapy.

The Five Major Sectors for AR and VR

For more insights on the key use cases of technology in the five major sectors, download a free report sample

AR and VR Major Sectors Report Overview

Key Automotive Sector Use Cases Immersive Marketing, Digital Retailing, and Others
Key Consumer Sector Use Cases AR Shopping, Immersive Experience, and Others
Key Healthcare Sector Use Cases Virtual Therapy, Virtual Guidance, and Others


  • Innovation Insights: innovation examples by each use case segment of various sectors to present key trends.
  • Vendor Map: represents a sample list of vendors in each use case highlighted in the report.

Key Highlights

  • Innovations: presents real-world innovation use cases and examples related to the implementation of AR and VR technologies by companies across sectors. It casts light on how tech-enabled innovations are developing use cases that can help enterprises and startups provide superior customer experience.

Reasons to Buy

  • No surprise that technology has been a driving force in business transformation for years, but the term ‘emerging technologies’ has all of the sudden become the key catalyst to drive the next wave of innovation across sectors. The sense of urgency weighs differently across different sectors, where the direct customer-facing sectors are at the forefront compared to other capital-intensive sectors. Companies in one sector can take cues from successful innovations in other sectors to either draw analogies with existing products, services, and processes or transfer strategic approaches for a revolutionary transformation.
  • Against this backdrop, enterprises need to understand which emerging technologies are impacting their sector and how companies are implementing them to meet various challenges.
  • The innovation landscape report on AR and VR technologies published by GlobalData covers some of the key trends, use cases, and real-world examples related to the implementation of emerging technologies across cross-sector applications to enhance customer experience

Key Players

Applied Science and Technology Research Institute
CITIC Telecom
Dinner Time Story
Frankfurt Airport
Inflight VR
Istanbul Grand Airport
Jin Air
KT Corp
MG Motor India
MWM Interactive
Neuro Rehab VR
Oxford VR
P.E Nation
peAR Technologies
Perfect Corp
Qatar Airways
Qatar Automobiles
SK Telecom
US Army
Virtual Online Museum of Art

Table of Contents

Table of Contents

1. Sector innovation insights: overview

2. Innovation map by sector: key use cases

2.1. Automotive

2.2. Consumer

2.3. Healthcare

2.4. Technology, Media, and Telecom (TMT)

2.5. Travel & Tourism

3. Vendor map by sector value chain: key use cases

4. Methodology

Frequently Asked Questions

The five major sectors covered in this report are travel & tourism, automotive, consumer, TMT, and healthcare.

The Key use cases of AR and VR in the automotive sector are immersive marketing, digital retailing, and others.

The key use cases of AR and VR in the consumer sector are AR shopping, immersive experiences, and others.

The Key use cases of AR and VR in the healthcare sector are virtual therapy, virtual guidance, and others.


Can be used by individual purchaser only


Can be shared globally by unlimited users within the purchasing corporation e.g. all employees of a single company

Get in touch to find out about our multi-purchase discounts
Tel +44 (0) 20 7947 2960

Every customer’s requirement is unique. We understand that and can customize the report basis your exact research requirements pertaining to market insights, innovation insights, strategy and planning, and competitive intelligence. You can also avail the option of purchasing stand-alone sections of the report or request for a country specific report.

Still undecided about purchasing this report?

Enquire Before Buying

Request a Free Sample


“The GlobalData platform is our go-to tool for intelligence services. GlobalData provides an easy way to access comprehensive intelligence data around multiple sectors, which essentially makes it a one-for-all intelligence platform, for tendering and approaching customers.

GlobalData is very customer orientated, with a high degree of personalised services, which benefits everyday use. The highly detailed project intelligence and forecast reports can be utilised across multiple departments and workflow scopes, from operational to strategic level, and often support strategic decisions. GlobalData Analytics and visualisation solutions has contributed positively when preparing management presentations and strategic papers.”

Business Intelligence & Marketing Manager, SAL Heavy Lift

“COVID-19 has caused significant interference to our business and the COVID-19 intelligence from GlobalData has helped us reach better decisions around strategy. These two highlights have helped enormously to understand the projections into the future concerning our business units, we also utilise the project database to source new projects for Liebherr-Werk to use as an additional source to pitch for new business.”

Market Analyst & Management, Liebherr-Werk

Your daily news has saved me a lot of time and keeps me up-to-date with what is happening in the market, I like that you almost always have a link to the source origin. We also use your market data in our Strategic Business Process to support our business decisions. By having everything in one place on the Intelligence Center it has saved me a lot of time versus looking on different sources, the alert function also helps with this.

Head of Key Accounts, Saab AB

Having used several other market research companies, I find that GlobalData manages to provide that ‘difficult-to-get’ market data that others can’t, as well as very diverse and complete consumer surveys.

Marketing Intelligence Manager, Portugal Foods
Cegid Group SA
$295 | March 2023
Teleperformance SE
$295 | March 2023
$295 | March 2023