With the growing number of people who prefer to consume content on smart TVs, CTV advertising offers new opportunities to...
11 July, 2025
AR and VR technologies have evolved into essential tools in various niches, including digital marketing, e-commerce, and more. Based on recent reports, the AR/VR market is projected to reach $46.6 billion in 2025, grow to $62 billion by 2029, with an average annual growth rate of 7.42%.
AR and VR technologies have evolved into essential tools in various niches, including digital marketing, e-commerce, and more. Based on recent reports, the AR/VR market is projected to reach $46.6 billion in 2025, grow to $62 billion by 2029, with an average annual growth rate of 7.42%.
Worldwide brands are already actively investing in this segment. Leading fashion houses — Gucci, Hugo Boss, Versace, and Chanel — already leverage these technologies: virtual showrooms, digital fitting rooms, AR glasses, social media avatars, and filters.
AR (Augmented Reality) blends digital content with the real world. Graphics, videos, or other digital elements are overlaid onto real-life objects through a device’s camera. It’s easy to use, typically requiring just a smartphone, internet access, and sometimes a special QR code or geotag.
AR is applied across a wide range of industries. The main objective is about making information access, product interaction, or learning processes more visual as well as engaging.
Today, AR is utilized in areas such as:
AR creates unique, unforgettable experiences while unlocking new opportunities.
The key advantage of AR technology for brands is its ability to boost engagement and create a stronger emotional connection with the audience. Augmented reality can transform an ordinary interaction with a product into a memorable experience. This is especially effective when brands take a creative, out-of-the-box approach to AR content. Below are some successful examples.
IKEA is the first to introduce AR into its online catalog. In 2013, they launched an app with 3D models of furniture that could be overlaid onto the real-world environment using a phone camera. Buyers could virtually “try out” pieces at home and see how they fit before purchasing them.
The LEGO Hidden Side series enables users to bring physical models to life. After building a scene with bricks, users point their camera at it. Animations appear on the screen, transforming the set into an interactive game. This enhances immersion and makes playtime even more engaging.
Starbucks launched an AR filter on Instagram. It brings a coffee cup to life when viewed through a camera. By aligning a branded AR marker with the logo on the cup, customers see an animation of coffee beans scattering. AR filter brings a fun and unforgettable digital interaction.
VR (Virtual Reality) immerses you in a digital environment with the help of specialized goggles or headsets. Unlike AR, VR creates vivid, imaginary worlds and spaces that users can interact with. The primary role of VR is to provide full immersion in graphical content. By creating a sense of presence, VR enables us to “dive into” scenarios that are either impossible in real life or require conditions not readily accessible in everyday situations.
Usually, VR is being applied in many different industries:
Many brands are turning to VR to share a vivid and unforgettable experience. And here are some amazing examples.
Sony developed a PlayStation VR headset and actively integrates virtual reality into the gaming industry. The list of most popular VR games includes Resident Evil 7, Gran Turismo Sport, and Astro Bot Rescue Mission.
For virtual test drives, Volvo provides its VR to help potential buyers experience what it feels like to drive a new car without leaving the showroom.
Hershey’s launched a VR tour of its chocolate factory for schoolchildren. Wearing VR headsets, kids could dive into the production process and find out how chocolate is made.
CGI empowers the process of making high-quality AR and VR content. Thanks to realistic CGI, users can be “immersed” in environments they cannot naturally access. For instance, they can experience a parachute jump, a space flight, or enter a city from a favorite game.
Creating graphics for AR and VR follows the same stages as traditional CGI: concept, modeling, animation, and texturing. The variance begins at the integration stage. Finished elements must be adapted for the interactive environment: embedded into the app, synchronized with user movement, adjusted for viewing angles, and optimized for the platform’s technical limitations.
Simply put, CGI is the visual foundation with AR/VR as the shell that integrates those graphics into a complete experience.
Today, AR and VR are actively used in marketing, gaming, and the entertainment industry. However, to become truly indispensable, these technologies need to find more practical uses and expand beyond.
Augmented reality shows great potential. It’s easier to use than VR, as it doesn’t require specialized headsets. In the future, AR could find practical applications in fields like medicine. As an illustration, a person could point a camera at their face to see how they might look after plastic surgery. However, such solutions are still limited. AR has not yet achieved widespread adoption in everyday life.
The future lies in fields such as medicine and education. As an example, during laparoscopic surgeries, a doctor can wear a VR headset and literally “immerse” themselves inside the body, viewing even the tiniest structures with high precision. Such scenarios are not just impressive add-ons but valuable tools that can enhance the accuracy and safety of medical procedures.
MR (Mixed Reality) combines elements of both. It’s currently less widespread due to technical challenges in its development. However, it could become a valuable tool for architects designing buildings or engineers working in manufacturing.
At Acquisition.mobi, we create immersive solutions for businesses looking to deeply engage with their audience, leave a lasting impact and drive growth.
Looking for a trusted partner to elevate your brand with AR/VR content? Reach out to us at cgi@acquisition.mobi — let’s bring your vision to life!
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