The influence of user technology on consumer decisions is apparent, yet the underlying mechanisms remain unclear. This research aims to analyze how virtual reality affects user experience, leading to changes in emotional attitudes and behavioral intentions. Within the scope of the Digital Dunhuang project in China, a comprehensive analysis was carried out using 466 reliable user data and structural equation modeling approaches. The findings of the investigation revealed that the influence of virtual reality on user experience manifests in the quality aspects of products, including pragmatic, aesthetic, and hedonic. Furthermore, these product qualities are capable of enhancing the development of perceived usefulness, ease of use, and enjoyment. Simultaneously, perceived usefulness, ease of use, and enjoyment can boost user satisfaction and intention to repurchase. Moreover, the study also revealed that user satisfaction effectively drives repurchase intention.

The enterprise augmented reality market is experiencing explosive growth, and 2026 marks a pivotal inflection point where AR transitions from experimental pilot programs to mission-critical business infrastructure. Organizations across manufacturing, healthcare, field service, and logistics are discovering that AR isn’t just a cool technology—it’s a measurable driver of operational efficiency, safety, and bottom-line profitability.

Predictive AI models can forecast what should be on the shelf, but can’t verify what’s actually there. Closing this execution gap requires augmented reality.

Meta anticipe une transformation majeure du marché en 2026, comparable à l’impact de l’arrivée des smartphones. L’entreprise dévoile ses priorités d’investissement pour les prochaines années, en mettant de côté la réalité virtuelle au profit d’autres axes stratégiques.

La nouvelle génération de lunettes Ray-Ban Meta marque une étape décisive pour la réalité augmentée grand public. En combinant affichage interne, capteurs avancés et assistant numérique, Meta transforme un gadget de geek en une véritable interface entre monde physique et monde numérique. Ce lancement, au croisement de l’intelligence artificielle et de l’informatique spatiale, ouvre un marché prometteur au-delà des usages récréatifs. Il illustre la stratégie de Mark Zuckerberg : diffuser une superintelligence personnelle à très grande échelle, et imposer une nouvelle catégorie d’équipements connectés dans notre quotidien.

MediView’s FDA-cleared surgical navigation and imaging platform empowers clinicians with “X-ray vision”—the ability to see a patient’s internal anatomy through their skin in full 3D context, overlaid directly onto their body. This technology simplifies procedures and expands access to less invasive care.
Current medical imaging systems force physicians to translate 2D images into 3D mental maps, creating a cognitive burden and disrupting natural hand-eye coordination. MediView replaces this limitation by fusing 3D CT scans with live ultrasound, enabling real-time, interactive visualization of organs, tissue, vasculature, and target anatomy like tumors.

In a groundbreaking advancement poised to revolutionize augmented reality (AR) technologies, a team of researchers has unveiled the design and fabrication of an innovative low-cost liquid optical waveguide. This new approach promises not only to enhance the performance of AR devices but also to drastically reduce their manufacturing costs, potentially accelerating the widespread adoption of next-generation AR hardware across numerous industries.

The digital experience provided by AR packaging can take a variety of forms, including videos, animations, games, profiles, tours, etc., categorizable as information, entertainment, or a combination thereof. Packaging is a potent marketing tool, differentiating the branded product and serving as a visible cue of the product’s persona. The digital experience, therefore, should be consistent with that persona. As an example, it might be inconsistent for a pharmaceutical product to provide an experience meant to be entertaining and lighthearted, given the somber association between illness/discomfort and their alleviation.

Hangzhou continue d’être un centre d’innovation technologique en Chine. Après le buzz autour de Deepseek et du lancement du modèle d’IA avancé Qwen2.5-Max par Alibaba, une autre entreprise locale, Rokid, attire désormais tous les regards avec ses lunettes de réalité augmentée ultra-performantes.

Immersive technologies like Augmented Reality (AR), virtual reality, Artificial Intelligence are also entering the cosmetic industry and changing the retail shopping experience. Skincare and Cosmetic brands are increasingly adopting AR-based virtual try-on applications, AI-powered beauty filters, and interactive 3D visualization tools to improve customer engagement and influence consumer decision-making. This study attempts to explore the influence of the use of immersive technology especially AR on the purchase intention of the consumers in the cosmetic industry through qualitative analysis of the focus groups discussion held in Delhi. The study investigates consumer awareness, experience, motivation, emotional responses, and behavioral intentions in AR-based cosmetic shopping.

Augmented reality solutions in 2026 enable enterprises to merge digital and physical environments through spatial computing, real-time data overlays, and digital twin integration. These systems drive measurable gains in productivity, training efficiency, and ROI across industries such as manufacturing, healthcare, retail, and education. Advanced platforms like HoloLens 2, Magic Leap 2, and Apple Vision Pro support immersive collaboration and visualization, while software frameworks including Unity, Unreal Engine, and Vuforia deliver scalable, cross-platform performance. As interoperability standards like OpenXR and WebXR mature, AR becomes a core enterprise technology that enhances decision-making, operational accuracy, and user engagement.

“Your customer buys AI-powered smart glasses and starts broadcasting life to get real-time intelligence about the world around them. Overnight, it goes viral. 1 billion users adopt the same glasses, the same behavior, the same idea that everything must be streamed in 8K, all the time, every one of the 1,440 minutes in a day. Uplink utilization spikes across the network. Schedulers saturate. Interference explodes as TDD frames fall out of balance. The RAN starts shedding sessions. Then the core begins to unravel. Control plane storms ripple across regions. Latency goes vertical. Cities go dark. Call centers collapse under inbound traffic. Retail stores fill with angry customers. Regulators demand explanations. The board wants answers. You are the CEO and every dashboard is red….”
Then you open your eyes and realize it was only a nightmare.

Lors de sa conférence Connect, Meta a levé le voile sur ses premières lunettes connectées disposant d'un écran permettant de réaliser diverses tâches sans sortir son smartphone, et a aussi renouvelé ses Ray-Ban Meta en leur offrant notamment une meilleure autonomie.

La réalité augmentée redessine les parcours touristiques en offrant des calques d’information superposés au monde réel, pour des visites plus riches et plus accessibles. Les visiteurs découvrent des couches visuelles et sonores contextualisées, grâce à des outils comme Visite360 et PatrimoineXR, qui prolongent la découverte au-delà du spectacle immédiat. Les opérateurs testent aujourd’hui des expériences hybrides mêlant guides humains et interfaces numériques pour capter l’attention des publics variés. Les points essentiels, destinés à éclairer le lecteur curieux, sont proposés ci-dessous.

En 2025, la stratégie digitale des entreprises américaines prend une nouvelle dimension grâce à la réalité augmentée (AR). Longtemps perçue comme une technologie de niche, l’AR devient aujourd’hui un outil marketing central, en particulier dans les secteurs du retail, du tourisme et de l’immobilier. Les marques y voient un levier puissant pour renforcer l’engagement client, personnaliser l’expérience utilisateur et se démarquer dans un marché toujours plus compétitif.

Le monde entier est concerné par l'industrie du voyage grâce aux avancées de l'intelligence artificielle, de la réalité augmentée, de la réalité virtuelle et de la blockchain, qui repoussent les limites de l'imagination. L'IA, la RA et la RV révolutionnent la planification de leurs voyages, apportent des innovations en matière de réservation et optimisent l'efficacité du secteur. De plus, ces technologies contribuent encore davantage aux efforts de développement durable. Les systèmes d'IA sont aujourd'hui plus avancés, ce qui permet aux voyageurs de bénéficier de plans de voyage beaucoup plus conviviaux, avec des horaires de voyage personnalisés et des prévisions de réservation et de prix. De plus, la RA et la RV permettent aux voyageurs d'avoir un aperçu des destinations et des hôtels, ce qui simplifie considérablement les réservations.

The digital landscape in 2025 is evolving at an unprecedented pace, and one of the most transformative innovations shaping modern marketing is augmented reality (AR). Traditional marketing methods, while still effective, struggle to capture attention in a world where consumers are bombarded with information. Augmented reality, on the other hand, offers a way to break through the noise by providing immersive, interactive experiences that engage customers in a meaningful way.

There’s really no argument that all of the eXtended reality experiences available to us now are nothing but illusions. As believable as the visuals might be, it all breaks down when you try to take into account the other sense of the body. It isn’t just the sense of touch either, which is often what designers and inventors try to immediately address. Other senses, however, are even harder to recreate or fool. Our sense of taste, for example, is very complex and sophisticated, even if we try to distill them down to basic groups like sweet, sour, salty, etc. Virtual reality makes that even harder because you don’t have the real thing in front of you to put in your mouth. In the future, however, that might not be much of a problem, at least if this rather odd-looking device becomes the standard for VR tasting.