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

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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. 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.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.

Key Automotive Sector Use Cases ·        Immersive Marketing

·        Digital Retailing

·        Others

Key Consumer Sector Use Cases ·        AR Shopping

·        Immersive Experience

·        Others

Key Healthcare Sector Use Cases ·        Virtual Therapy

·        Virtual Guidance

·        Others

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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.

Consumer players are partnering with tech companies to develop AR shopping tools to help enhance the customer shopping experience.


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

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  • 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

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

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