Undoubtedly, you don’t need any new acronyms in your life. Even a short one like XR.
XR stands for Extended Reality, and it’s being used as the superset of all those technologies that aim to change what we know as reality. In this article, part of our MarTech Landscape Series, we look at how this short acronym can usefully serve as a shorthand for the reality transformation technologies.
There are a variety of descriptive names for the technologies that construct a reality that’s different from our everyday one.
The best-known one, Virtual Reality (VR), replaces everything with a completely simulated and responsive world, and, currently, it is primarily viewed through a headset.
Augmented Reality (AR) adds a layer of created objects — which can be realistic images, graphics or data — on top of the real world, and it is commonly seen through the viewer of a smartphone, since both iOS and …