We've spent decades staring at flat screens. Watching. Scrolling. Staying on the outside. But something fundamental is shifting—immersive technology doesn't just show you things, it pulls you inside them. You stop watching the story. You become it. This newsletter is about that transformation, and why the companies that understand it will change everything.

Welcome to this week's edition. Whether you're leading marketing, sales, or experience design, one thing is clear—what used to work doesn't cut it anymore. We're seeing new behaviors, new tech, and new expectations. But amidst all the noise, three themes stand out that deserve your attention.

Let’s dive in.

Google's aggressive moves in XR (merging Android XR, partnering with Samsung, betting big on spatial computing) aren't just about headsets. They're building the infrastructure that will define how B2B buyers research, evaluate, and purchase complex products in the next 3-5 years.

Here's why this matters:

• The Infrastructure Layer: Google is building the spatial computing equivalent of what Android did for mobile. This creates standardized development, lower barriers to entry, and cross-device experiences that work across manufacturers.
  
  
• The business implication: You're no longer betting on a single hardware manufacturer. You're building on an emerging platform that multiple device makers will support. This reduces risk and increases the longevity of your investment.
  

What this means for you: Just like you needed a mobile strategy in 2010, you need an XR strategy now. Not because it's trendy, but because your buying journey is moving into spatial environments whether you're ready or not. The companies winning in 2026 will be the ones their prospects can "step inside" today.

Don't wait for the "perfect" device. Build for the platform layer.

We hear this objection constantly. And respectfully? It's wrong more often than it's right.

Your audience doesn't hate technology. They hate bad technology experiences. They hate complexity, friction, and tools that waste their time.

But hand them an iPhone, a seamless web experience, or an AR demo that instantly clarifies a complex product? They're engaged.

The reality: Your manufacturing clients use smartphones, your logistics buyers navigate complex digital dashboards, your automotive customers configure vehicles online. They're not tech-averse. They're bad-experience averse.

The question isn't whether they'll adopt XR. It's whether you'll be ready when they expect it.

We recently launched Zoo of the Future with GAIA Belgium, and it's teaching us something critical: the technology barrier isn't about the hardware. It's about the interface design.

What first-time VR users actually demand:

• Don't make me look silly
• Make it intuitive (no 45-minute tutorials)
• Get me started fast
• Keep me in the story
• Let me fail gracefully

Our solution: Finger pointing. That's the entire interface. Point where you want to go. Done.

No buttons, no triggers, no accidentally teleporting into a digital elephant. Just point, like you've been doing since childhood.

Why this matters for B2B: Your manufacturing demo doesn't need seventeen-button combinations. Your product configurator doesn't need complex gestures. The best interface is the one users already know how to use.

The results:

• 8-12 minute average sessions (vs. 3-5 minute industry standard)
• Minimal support needed
• Visitors actively request the VR component

The lesson: When your immersive experience is well-built with logical integration that amplifies your message, audiences will wait in line for it. The technology isn't the barrier. Overcomplicated interfaces and tech-first thinking are.

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XR isn't replacing your current sales and marketing stack. It's enhancing it. The companies that figure this out first will own the conversations that matter.

Want to talk about what "starting small but strategic" looks like for your business?