Businesses are showing reluctance in adopting immersive technologies such as augmented and virtual reality, according to Jonathon Clark, business and technology manager at LCR Activate.
Clark emphasises that harnessing the power of immersive tech can drive digital growth across various sectors. He noted, however, that many business leaders remain unconvinced of its value, particularly smaller enterprises. “It can be difficult for businesses, particularly smaller ones that aren’t working in immersive tech itself, to calculate its true return on investment,” Clark articulated.
As hardware and software for immersive experiences become more accessible and widely adopted, the use cases are expected to diversify, with improved quality and evident benefits. A significant factor for the adoption of immersive tech will be how small businesses perceive the success of larger companies utilising it.
LCR Activate aims to support this adoption by providing expertise, funding, and resources exclusively for digital and creative businesses in the Liverpool City Region. This initiative assists these enterprises in evaluating the potential uses, business cases, and technical feasibility of integrating immersive tech into their existing processes, products, and services. Additionally, it aids in identifying the practicality of developing immersive tools independently.
Clark stated that businesses implementing immersive tech are not only benefiting themselves and their customers but are also developing new, high-tech skills among employees, thus contributing to a broader high-tech workforce. He mentioned a recent project in Liverpool City Region where AR Independent, supported by LCR Activate, successfully deployed a customised AR dining experience for Dockside Dining Club. Using the Aug-It! app, customers can access information about food and drink offers, serving staff, special offers, and share their experiences directly on social media. This deployment provided substantial benefits in terms of social media presence, customer loyalty, and financial performance.
The adoption of immersive technologies by businesses, particularly smaller ones, is anticipated to grow as the perceived benefits become more evident and accessible through initiatives such as LCR Activate.