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Top 25 XR/AR Case Studies in 2024

Updated on Jan 11
7 min read
Written by
Cem Dilmegani
Cem Dilmegani
Cem Dilmegani

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work focuses on how enterprises can leverage new technologies in AI, automation, cybersecurity(including network security, application security), data collection including web data collection and process intelligence.

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Top 25 XR/AR Case Studies in 2024Top 25 XR/AR Case Studies in 2024

AIMultiple team adheres to the ethical standards summarized in our research commitments.

%92 of global business leaders agree that the leading organizations will push the boundaries of the virtual world to make it more real, which is expected to accelerate the adoption and development of extended reality (XR) technologies. 1

Figure 1: Trends and projections on XR, Source: McKinsey

XR technologies are driving progress in multiple industries by opening up new possibilities for businesses such as:

  • new services or products
  • process improvements
  •  scalable training programs

It is estimated that the XR market size will reach $1.2 trillion by 2035 (see Figure 1). However, due to lack of time or resources, business leaders may not be aware of the full scope of XR capabilities. 

Top 25 XR/AR case studies

We compiled a library of case studies to demonstrate the range of capabilities and benefits of XR technology across various industries. 

The case studies demonstrate how XR is changing customer and employee experiences by: 

  • improving communication and collaboration
  • increasing efficiency and reducing costs in operations
  • enhancing training outcomes
  • creating new mediums and methods for marketing and sales.

Our research of literature and case studies reveal that XR is rapidly becoming prevalent in manufacturing and retail which combined consist half of the case studies examined.


XR technology is driving progress in the manufacturing industry by increasing operational efficiency. Case studies reveal that companies that employ XR in product development, design, and assembly achieve:

  • increased efficiency and collaboration for designers, engineers, and field workers
  • reduced costs due to error avoidance and improved training
  • faster prototyping and development timelines


According to a 2022 report by Shopify, brands are forced to foster long-term relationships with their customers due to rising acquisition costs.2 This makes customer experience and brand loyalty top concerns for retail companies, which is driving the adoption of XR in retail (see Figure 2).

Figure 2: Customer insights on AR in retail, Source: JayDevs

The case studies and trends above point towards XR technology’s power in understanding the customer and enhancing digital customer experience, which leads to:

  • more efficient merchandising studies
  • increased brand awareness
  • increased sales
  • satisfied customers

Below is a table of XR case studies and examples that we have compiled from industry-leading vendors:

CustomerCustomer RegionCustomer IndustryBusiness Function 1Business Function 2VendorPartnerSolutionUse CaseBenefitsBenefit DetailsShort Summary
LacosteGlobalRetailMarketingNAMetaNAAugmented Reality AdsAR in customer engagement and customer experience• Increased brand avareness

• Increased sales

• ~70% higher likelihood of purhcase

• ~7.4 point increase in brand awareness and sales

Utilized augmented-reality-enhanced adds on Facebook and Instagram to raise avareness for the "Lacoste x Polaroid" collection while generating online sales
WürthItalyRetailSalesMarketingMicrosoftHevolus Innovation• HoloProject

• Holo Maintenance
XR in customer engagement and customer experience

• Enhanced customer experience

• Reduced costs

• Increased revenues

• Increased e-business revenues by 60%

• Increased website traffic

• Reduced inventory costs and emission levels

Redesigned customer journey from sales to customer support by implementing a metaverse website utilizing mixed reality to showcase products and offer support
H&MGlobalRetailSalesMarketingMagicLeapNARedesign LabXR in customer engagement and customer experience• Increased sustainability

• Increased customer engagement

• Reduced material waste and emissions by upcyling

• Offered interactive design experience to customers

Enabled customers to design their own personalized print on existing H&M garment utilizing mixed reality and spacial computing
HiltonGlobalLeisureHRNAOculusSweetRushOculus for BusinessVR in employee engagement and training

• Increase empathy and engagement between corporate and hotel teams

• Streamlined training

• Reduce in-class training from 4 hours to 20 minutes with VR

• 87% of team members changed their behaviour after VR training

Utilized VR training to boost understanding of hotel problems and operations for corporate team members
Avangrid RenewablesUnited StatesEnergyHRNAOculusVR VisionOculus for BusinessVR in employee engagement and training• Streamlined training

• Savings in training costs

• Training technicians 65% faster compared to real-world training

• Ability to train on 25+ wind turbine models

Utilizing VR solutions to create cheaper, broader, and effective technician training solutions
Mercedes-Benz USAUnited StatesManufacturingCustomer Success / DeliveryNAMicrosoftNA• HoloLens 2

• Dynamics 365 Remote Assist
AR in employee engagement and training

• Streamlined customer service

• Reduce travel required to support service centers

• Increased service efficiency

• Increased customer satisfaction

• Cut travel by ~40%

Utilized AR solutions in diagnosis and repair processes to increase efficiency and reduce service time for better customer experience
AirbusNetherlandsManufacturingEngineeringProductionMicrosoftNA• HoloLens 2

• Azure Mixed Reality
XR in validation and operations• Promote collaboration

• Increase quality, safety, and security

• Reduce design validation time by ~80%

• Accelerate complex assembly tasks by ~30%

Streamlined engineering and production efforts by utilizing XR in R&D processes and equipping production line workers with benefitial complementary tools
Surepoint GroupNorth AmericaEnergyCustomer Success / DeliveryNAKognitiv SparkNARemoteSparkXR in employee engagement and training

• Increased maintenance and repair efficiency

• Immediate service delivery

• More than ~60% support issues are solved without expert on site

• Reduce equipment down time about an average of 18 hours

Utilized XR to enable field workers to work hands free while recieving remote and in-depth assistance from experts in real-time
Sellen ConstructionUnited StatesConstructionEngineeringOperationsVarjoNAVarjoVR in validation and operations

• Increased involvement from all parties

• Fastened decision making processes

• Communicate results to clients more effectively

Save time, money, and effort through the entire building project
Utilized modeling solutions of Varjo streamline project management while presenting very detailed and realistic models of the end product which helped parties involved cooperate.
Lockheed MartinUnited StatesManufacturingEngineeringProductionUnityNACHIL NETVR in validation and operations• Reduced risk

• Saved time and money

• ROI from CHIL NET is greater than 10:1

• ~$10M+ in cost avoidance

• ~$500K+ in travel cost savings

Utilized VR-assisted design validation by building and testing products in the virtual environment
INFINITIUnited StatesManufacturingSalesMarketingVisionaries 777NAProPILOTXR in customer engagement and customer experience

• Improved knowledge retention for sales reps

• Highlighted unique selling points

• Increased customer engagement

• Highlight unseen interior engineering and features of the vehicle

Utilized virtual environments to increase customer engagement and ease value delivery while being accessible regardless of location
Herschel SupplyGlobalRetailSalesMarketingVertebraeNAVertebrae AxisAR in customer engagement and customer experience

• Enhanced product exploration

• Increased conversion and revenue

• Increased conversion lift by ~130%

• Increased revenue per visit lift by ~130%

Deployed 3D & AR product visualisations on site for enhanced customer experience and better product delivery
St George's HospitalBritainHealthcareCustomer Success / DeliveryNANANANAVR in customer engagement and customer experience• Calmed patients

• Decreased pain
~100% of patients using a VR headset imrpoved hospital experience, ~94% felt more calm, and ~%80 reported feeling less pain
VR headsets were utilized to calm adult patients under regional anesthetics before and during operation
Manufacturing Technology CentreUnited StatesTechEngineeringOperationsUnityNAUnity Integrated Support ServiceVR in validation and operations

• Accelerated product design and development

• Boosted internal communication and collaboration

- Met ~100% of client project deadlines

- Utilized VR training and digital twins in projects

Utilized Unity based VR and digital twins in developping, testing, and training which accelerated and streamlined R&D processes
PBC LinearGlobalManufacturingHRHRTaqtileNAManifestAR in employee engagement and training

• Saved time and money

• Lowered mistake and accident rates

• ~80% reduction in training time

• ~20% annual saving due to less scrap and fewer mistakes

Utilized Manifest in capturing tribal knowledge and instructions from seasoned employees to imrpove training of new employees
Ford Motor CompanyGlobalManufacturingEngineeringProductionMicrosoftNAHoloLensXR in validation and operations• Enriched desing proposals

• Improved decision making
Processes which would take weeks and months with clay models now take minutes and hours
Utilized HoloLens XR technology to test designs and improvements on 3D models for a customer-experience-centered engineering approach
Thomas Cook AirlinesGlobalLeisureMarketingSalesVisualiseSamsung360 VR filmsVR in customer engagement and customer experience• Widened product range

• Increased customer reach

• Triggered a ~180% uplift in excursions to New York

• ~11% follower increase on Youtube

Created VR films which enabled customers to experience the flight virtually before booking
VolvoGlobalManufacturingEngineeringNAVarjoNAVarjo XR-3XR in validation and operations• Reduce development times

• Improved R&D

• Saved money by avoiding tool and software changes

• Iterated design and UX concepts and tested them in real-life scenarios with VR test drive

Utilzed Varjo XR prototypes in workflow to fasten and perfect customer-centered R&D endeavors while saving on software and tool costs
NANATransportation / ShippingHROperationsARuVRNAARuVR PlatformVR in employee engagement and training

• Streamlined warehouse logistic operations

• Increased colloboration and development of new skills

• Saved about ~50% in training time and costs

• Increased work environment safety

• Quicker on-boarding

Utilized head-mounted displays and VR glasses to access instant data points and on-the-job training resources
NAGlobalRetailMarketingNAAccentureNAMultiuser VR merchandising evaluation systemVR in customer engagement and customer experience

• Increased efficiency of merhchandising studies

• Realistic feedback for merchandising experts

Data and insights that are more aligned to the real-life consumer experience
Accenture XR created a multiuser VR merchandising evaluation system utilizing VIVE Pro Headsets to capture realistic consumer data for merchandising applications
VodafoneGlobalUtilitiesHRNAVirtualSpeechNAVodafone Pavilion in VRVR in employee engagement and training

• Improved soft skills practice

• Offered performance analytics and feedback

• ~91% of users would like to see more VR training at Vodafone

• ~93% of employees would recommend VİrtualSpeech to a colleague

VirtualSpeech created a realistic VR simulator for public speaking and presentation training wtih speech analysis, eye contact feedback, presentation slides, notes...
Nestle PurinaGlobalFood / BeveragesHRSalesOculusNAOculus for BusinessVR in employee engagement and training

• Made training cost effective and accessible

• Increased efficiency of merhchandising studies

• Around $100K saved on travel and lost productivity costs by VR salespeople training

• VR training in accordance with OSHA safety standards

Utilized Oculus for Business with Oculus Quest to train salespeople on Nestle product quality, innovation, and manufacturing methods; in addition to utilizing VR in increasing communication and retail shelf planning
Nimbus TherapeuticsGlobalPharmaEngineeringOperationsNanomeOculusNanome with OculusVR in validation and operations• Improved collaboration

• Streamlined R&D processes
More than $10K savings per year on project costs and increased earning by faster market deployment
Utilized Nanome with Oculus to view compounds with great detail in a shared 3D environment to boost coordination and collaboration while streamlining R&D processes
CDM SmithGlobalConstructionCustomer Success / DeliveryNAUtilityARNAAR Smart GlassesAR in customer engagement and customer experience

• Remote specialist assistance for project management

• Improved availability

• Around ~15% cost savings by using UtilityAR solutions
Utilized AR solutions to offer remote specialist assistance for customers in project development
Kellogg'sGlobalFood / BeveragesMarketingNAAccentureQualcommVR Merchandising Solution with Eye TrackingVR in customer engagement and customer experience

• Increased testing flexibility with deeper analytics

• Lowered costs at scale

• ~18% brand sales increase during testing

• Gathering deep data without interrupting shopping experience

Utilized VR solutions to simulate a realistic shopping environment in order to gain insights on product placement

Getting started with enterprise XR

  1. Adopt a long-term approach in analyzing internal processes and services that could be improved with XR technology
  2. Partner with strategy and deployment consultants to understand and implement XR solutions to maximize return on investment
  3. Guide employees with robust training and onboarding programs to equip them with the skills and knowledge necessary to utilize XR to its full extent

If you have questions about XR best practices, don’t hesitate to get in touch with us:

Find the Right Vendors

This article was drafted by former AIMultiple industry analyst Berke Can Agagündüz.

Cem Dilmegani
Principal Analyst

Cem is the principal analyst at AIMultiple since 2017. AIMultiple informs hundreds of thousands of businesses (as per Similarweb) including 60% of Fortune 500 every month.

Cem's work focuses on how enterprises can leverage new technologies in AI, automation, cybersecurity(including network security, application security), data collection including web data collection and process intelligence.

Cem's work has been cited by leading global publications including Business Insider, Forbes, Washington Post, global firms like Deloitte, HPE, NGOs like World Economic Forum and supranational organizations like European Commission. You can see more reputable companies and media that referenced AIMultiple.

Cem's hands-on enterprise software experience contributes to the insights that he generates. He oversees AIMultiple benchmarks in dynamic application security testing (DAST), data loss prevention (DLP), email marketing and web data collection. Other AIMultiple industry analysts and tech team support Cem in designing, running and evaluating benchmarks.

Throughout his career, Cem served as a tech consultant, tech buyer and tech entrepreneur. He advised enterprises on their technology decisions at McKinsey & Company and Altman Solon for more than a decade. He also published a McKinsey report on digitalization.

He led technology strategy and procurement of a telco while reporting to the CEO. He has also led commercial growth of deep tech company Hypatos that reached a 7 digit annual recurring revenue and a 9 digit valuation from 0 within 2 years. Cem's work in Hypatos was covered by leading technology publications like TechCrunch and Business Insider.

Cem regularly speaks at international technology conferences. He graduated from Bogazici University as a computer engineer and holds an MBA from Columbia Business School.

Sources: Traffic Analytics, Ranking & Audience, Similarweb.
Why Microsoft, IBM, and Google Are Ramping up Efforts on AI Ethics, Business Insider.
Microsoft invests $1 billion in OpenAI to pursue artificial intelligence that’s smarter than we are, Washington Post.
Data management barriers to AI success, Deloitte.
Empowering AI Leadership: AI C-Suite Toolkit, World Economic Forum.
Science, Research and Innovation Performance of the EU, European Commission.
Public-sector digitization: The trillion-dollar challenge, McKinsey & Company.
Hypatos gets $11.8M for a deep learning approach to document processing, TechCrunch.
We got an exclusive look at the pitch deck AI startup Hypatos used to raise $11 million, Business Insider.

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