Brands are increasingly recognizing the potential of AR and VR technologies to create immersive experiences that captivate and engage consumers. However, navigating the complexities of these technologies and their implementation presents significant challenges, including device fragmentation, environmental considerations and high consumer expectations. Fostering high quality across these diverse platforms is crucial for brands seeking to deliver seamless and impactful experiences. In this episode, Tom Emrich, a leading expert in AR, VR and wearable technology, discusses the future of spatial computing, including how brands can leverage AR to enhance customer journeys. Drawing from his extensive experience and insights from his book, "The Next Dimension," Tom explores the importance of user-centric design, the role of AI in AR development and the ethical considerations surrounding accessibility and localization. About the guest: Tom Emrich is the author of The Next Dimension, a definitive guide to leveraging augmented reality (AR) for business growth in the era of spatial computing. With over 15 years of experience as a journalist, investor and product leader, Tom is widely recognized as a pioneer in the fields of AR, virtual reality and wearable technology. His book, featured in Forbes, offers a practical roadmap for businesses looking to harness AR’s transformative potential. Hosted by David Carty Produced by David Carty, Samsu Sallah and Joe Stella Graphic design by Karley Searles To contact the producers, please email us at podcasts@applause.com.