The Future of Immersive Tech: 5 Key XR and AI Trends for 2025
As the tech event season comes to a close, the team at tsukat bring back more than just LinkedIn connections and promotional materials. We’re returning with a clear picture of how industries navigate the extended reality (XR) and artificial intelligence (AI) landscape — and what this means for 2025. Here’s what we learned.
Takeaways from Tech Events
Technical Director, Taras Khapko, at the VISION event in Stuttgart
Despite the rapid technological progress seen in many industries—such as healthcare, real estate, and education—some businesses remain hesitant to embrace XR and AI advancements fully. The reasons vary, from the weight of well-established, paperwork-heavy internal processes to a lack of technical know-how and skepticism about the reliability of these solutions. While these concerns are understandable, our clients and industry data increasingly show that the benefits of emerging technologies often outweigh the drawbacks.
This hesitation, however, is giving way to notable technological adoption. For instance, Universal Robots reports that 54% of manufacturers focus on improving product quality through AI tools, acknowledging that higher quality leads to greater customer satisfaction and fewer returns or defects. During recent industry events, our team encountered numerous representatives who have already integrated AI and XR technologies into their workflows, with some even establishing dedicated spaces for employee VR training.
Based on these conversations and real-life examples, it’s clear that more businesses are gradually embracing new technologies. This positive shift, supported by recent data and industry leaders, sets the stage for trends that we believe will shape 2025 and beyond. Here are the key trends to watch out for.
1. WebAR Marks a New Era
Illustration of our WebAR Experience – Real-Time AR Exterior Tracking
Web-based Augmented Reality (WebAR) has transformed how users access augmented reality by allowing them to interact directly through their web browsers, bypassing the need for dedicated apps. Users can now directly engage with AR content through their web browsers, regardless of device or operating system. This seamless access makes AR more accessible and user-friendly than ever before.
A great example of WebAR usage is Burberry’s launch of an AR shopping powered by Google Search technology. This tool allows consumers to visualize Burberry products in their real-world environments, elevating the online shopping experience and showcasing how AR can drive revenue growth in e-commerce. If businesses had previously needed to develop separate apps for iOS and Android, WebAR has made this unnecessary. These solutions streamline development, reduce costs, and ensure a consistent device user experience.
2. 5G for Faster and Seamless VR Experiences
As augmented reality (AR) and virtual reality (VR) technologies evolve, they require robust infrastructure to reach their full potential. This is where 5G enters the picture. The fifth generation of cellular technology offers significant improvements in connectivity that go far beyond faster messaging or internet browsing. Unlike 4G, which relies on large cell towers, 5G utilizes numerous smaller cell stations to provide stronger and more consistent signals, especially in urban areas. By directly targeting signals to specific locations, 5G minimizes interference and offers higher speeds, lower latency, increased capacity, and enhanced reliability.
But what does 5G mean for AR and VR? The introduction of 5G technology can revolutionize live, interactive training sessions in critical fields such as medicine. Healthcare professionals will be able to practice surgical techniques in virtual environments, gaining hands-on experience without any risk to patients. Additionally, 5G-powered VR and AR will significantly enhance collaborative design and architecture projects. It will allow multiple users to work together seamlessly across different locations. Using AR, teams can visualize buildings and structures in real time, improving efficiency and creativity. Thanks to low latency and high-speed connectivity provided by 5G will ensure that these experiences are practical, reliable, and immersive, making AR and VR tools more accessible for everyday use.
3. The Rise of AI Personas
Illustration from our case – AI Persona for Exhibition
AI personas or digital clones are advanced virtual assistants that combine 3D avatars with speech-to-text (STT) and text-to-speech (TTS) technologies. These creations represent a significant leap in virtual assistance by blurring the line between the physical and virtual worlds. They can serve as interactive storytellers at exhibitions or events. They can listen and provide attentive answers, supporting customers and their queries. They can perform training and assist during the learning curve, among other things. All thanks to their ability to provide real-time answers while maintaining a consistent tone of voice, making interactions more engaging and lifelike.
At tsukat, we’ve already seen its potential while working on Zeus, an AI persona for an exhibition developed for our client ActiveMe. He supported answers from thousands of visitors and shared his stories about the sunk kingdom of Atlantis. The benefits of AI personas extend beyond real-time interaction: they offer 24/7 availability, consistent responses, unique characters designed in advance, and the capacity to handle multiple queries simultaneously. With minimal personal information about the user, AI personas can be more persuasive than human counterparts. Additionally, they can be continuously trained to enhance their capabilities and maintain top-level, rapid assistance.
4. Evolution of Wearable AR/VR Devices
Virtual reality has undergone a fantastic transformation in hardware design. What once were bulky, heavy, and expensive devices have evolved into lightweight, user-friendly, and more affordable models. This progression is evident in the recent advancements from major tech companies taking AR and VR technology to the next level.
One such milestone was the launch of Apple’s Vision Pro in June 2023. Despite its innovative 4K lenses and cutting-edge technology, the device failed to achieve mass-market adoption. However, it captured the attention of businesses and competitors, setting a new benchmark for immersive technology and growth of mixed reality experiences.
Meanwhile, Meta’s Orion AR glasses are poised to outshine Apple’s offering with their lightweight magnesium alloy frame, which houses seven integrated cameras, micro-LED displays, and a custom eye-tracking system. Orion is paired with a wireless computer puck that handles processing tasks to enhance performance and battery life. The system also features an electromyography (EMG) wristband, enabling intuitive control through subtle hand gestures — a step toward more seamless user interaction.
While Apple and Meta continue their rivalry, a new player quietly enters the AR hardware space. OpenAI’s recent hiring of Caitlin Kalinowski, Meta’s former Head of AR Glasses Hardware, suggests their interest in developing custom AR glasses to establish their competitive edge in this growing market.
As these developments unfold, the new capabilities of AR glasses will inevitably spark innovative applications, potentially attracting a broader user base eager to explore these transformative technologies.
5. AI Supercharges XR Experiences
As AI becomes increasingly integrated into our daily lives, it’s no surprise that it has also made its way into extended reality (XR). But what does this mean for XR? Will AI eventually replace engineers and develop applications independently? While we’re still far from that reality, the advances in AI are enabling augmented and virtual reality to make significant progress.
Artificial intelligence has the potential to revolutionize XR by enhancing real-time data processing, enabling more advanced and realistic interactions, and creating adaptive environments that intelligently respond to user behavior. With technologies such as advanced object recognition, natural language processing, and personalized content delivery, the fusion of AI and XR is unlocking new possibilities for immersive experiences like never before.
Summing Up
As we look toward 2025 and beyond, emerging technologies like XR and AI are poised to become more intuitive, accessible, and impactful, unlocking new opportunities for user engagement and revenue growth. While some businesses remain cautious, the growing adoption of solutions like WebAR, AI personas, and 5G-powered immersive tools suggests we’re at a tipping point. Those who embrace these innovations now will gain a critical edge in an increasingly digital landscape.
At tsukat, we specialize in helping businesses navigate this transformation, leveraging our expertise to create tailored solutions that drive real value. As digital transformation isn’t just about adopting new technologies — it’s about understanding how they work together to achieve your goals.
