12 Sep 2023

VE3: Adapting to the Future: Role of AI & Extended Reality in Modern Business #techUKSmarterState

Guest blog by Pamela Sengupta, Digital Marketing Executive at VE3, as part of Building the Smarter State week. #techUKSmarterState

The business world is undergoing a dramatic transformation fueled by the convergence of emerging technologies like Artificial Intelligence (AI) and Extended Reality (XR). These changes aren't just reshaping industries but pushing business leaders to adapt swiftly—those who don't embrace them risk being left behind in an era driven by unprecedented technological evolution.

The intertwining of AI and XR isn't just revolutionising industries; it's remodelling the fundamental nature of business itself. According to Statista, 87% of global business leaders believe AI gives them a competitive advantage by enhancing decision-making processes. AI is the cornerstone of this transformation. It equips machines with the ability to replicate human-like thinking and decision-making. While XR blends the physical and digital worlds, leveraging both Virtual Reality (VR) and Augmented Reality (AR). This conjunction is reshaping traditional business models and scripting an era of innovation and adaptability.

The Power of AI

According to a report by McKinsey, AI has the potential to create between $3.5 trillion and $5.8 trillion in value across different sectors globally. With such numbers, AI is at the forefront of technological advancements. The fundamental premise of AI lies in its ability to learn from a large volume of data and use that knowledge to make decisions similar to human thinking. AI-powered chatbots handle over 265 billion customer service requests each year. Businesses use AI for data analysis, customer service, and even predicting trends. It saves time and boosts efficiency.

The Rise of Extended Reality

While AI captures the digital realm, XR is orchestrating a transformation by blurring the boundaries between reality and imagination. VR creates immersive digital environments, while AR overlays digital elements in the real world. This revolutionary technology is rewriting how businesses interact with their environment. From boosting employee training through interactive simulations to reimagining architectural design with augmented overlays, XR is shaping the narrative of business engagement. The automotive industry utilises XR for designing and testing new car models virtually, reducing the need for physical prototypes.

Businesses are Adapting to Change

The clock is ticking! Adopting emerging tech is no longer a choice but a necessity. The question is no longer whether businesses should adopt these emerging technologies but how swiftly they can do so. The companies that proactively integrate AI and XR into their operations gain a competitive edge. These technologies streamline processes, elevate customer interactions, and bring innovative products to market, fortifying their position in the ever-evolving business landscape. However, those who resist this wave of change risk becoming irrelevant in a world where tech adaptation is pivotal for survival.

Impact on Leadership

The responsibility of embracing these transformative technologies rests on the shoulders of business leaders. Those who dismiss the significance of AI and XR are playing a dangerous game of ignorance. Shrewd leaders recognise that being tech-savvy is no longer optional; it's imperative. Microsoft's CEO, Satya Nadella, transformed the company's approach with A. That led to a $1 trillion increase in market value during his tenure. AI-driven insights empower leaders to make informed decisions. At the same time, XR's capabilities enable them to enhance various aspects of their operations, from employee training to customer experience augmentation.

Enhanced Decision-making

Integrating AI into business operations doesn't just promise efficiency; it enhances decision-making processes. The sheer volume of data generated in today's digital landscape can be overwhelming. AI swiftly processes information and empowers leaders with insights that drive informed choices. From projecting market trends and refining sales forecasts to evaluating potential risks and crafting mitigation strategies, AI-driven insights catalyse sound decision-making, fueling business growth. Global beverage company Coca-Cola utilises AI to analyse consumer data, predicting which beverages will gain popularity and optimising its production and distribution accordingly.

Revolutionised Customer Experiences

In the age of XR, businesses are not just offering products and services; they are creating immersive experiences. Augmented reality enables customers to virtually ‘try on’ products through virtual fitting rooms and product visualisations. Virtual reality transports customers into simulated environments. They can experience test-driving a car or exploring a vacation destination. L'Oreal's AR app lets customers try makeup virtually, leading to increased online sales and improved customer engagement. By embracing XR, business leaders have the unique opportunity to craft memorable, interactive experiences. These experiences will not only attract but also retain customers. They will foster long-term brand loyalty.

Efficient Operations

Automation lies at the heart of AI integration. It revolutionises the operational landscape of businesses. Mundane, repetitive tasks that once consumed considerable time are now entrusted to AI-driven systems. This reduces errors and saves valuable time. This operational efficiency enhances productivity and frees up human resources to focus on strategic initiatives and innovation. Consequently, leaders can dedicate more energy to steering their organisations toward growth and heightened competitiveness.

Challenges and Considerations

While the promises of emerging tech are exciting, they are not devoid of challenges. Data privacy and security concerns intensify as AI becomes more integral to business processes. Safeguarding sensitive information and ensuring compliance with regulations become paramount. Similarly, the implementation of XR technologies requires substantial investments, both in terms of financial resources and comprehensive training programs. Leaders must navigate these challenges skillfully to ensure seamless integration and sustained growth.

The Path Forward

The path forward involves a proactive stance toward technological adaptation. Business leaders must take the initiative to educate themselves about these emerging technologies. Workshops, online courses, and seminars provide invaluable insights into AI and XR's capabilities and potential applications. Furthermore, fostering collaboration with technology experts and solution providers can facilitate a seamless integration process.


The journey towards a thriving business landscape demands adaptability, innovation, and a keen understanding of AI and XR. As we stand at this crossroads of change, the question is no longer if we should embrace AI and XR but how to best leverage their capabilities to create a lasting legacy of growth and resilience. Here's where VE3 comes to the rescue. With expert Artificial Intelligence and Extended Reality solutions that enable you to shape the future and ensure your business thrives in a world defined by constant evolution.

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Pamela Sengupta is Digital Marketing Executive at VE3. Connect with VE3 on LinkedInTwitter, and Facebook.

From 11 – 15 September techUK is running our annual Building the Smarter State Week in the run-up to the ninth edition of our flagship public services conference, Building the Smarter State, on Wednesday 27 September. Book your tickets here