Samjeong KPMG "XR Era Begins in Earnest... Companies Must Develop Strategies"

As the utilization of extended reality (XR) technology increases across various industries, there is a recommendation for companies to establish XR strategies.

On the 21st, Samjong KPMG published a report titled “The Fusion of Virtual and Reality, The Full-Scale Arrival of the XR Era,” analyzing the XR industry value chain, key players, and market outlook.

The report identified the technology development and investment by global big tech companies as key factors driving the XR era. Companies such as Meta, Apple, Microsoft, Sony, Google, and Samsung Electronics are expanding mergers and acquisitions (M&A) and research and development (R&D) to strengthen their XR competitiveness. In January this year, Google acquired the XR solutions division of HTC Group, a smart device manufacturer, and in June 2023, Apple invested in Mira, an AR headset developer, securing XR technology capabilities.

Additionally, in December last year, Google collaborated with Samsung Electronics and Qualcomm to unveil the ‘Android XR’ platform, based on which Samsung Electronics introduced the XR headset ‘Project Infinite’ in January this year. Sony enhanced its market competitiveness by unveiling the ‘XYN Headset,’ an XR device specialized in 3D content creation, at CES 2025.

Improvements in XR device performance through artificial intelligence (AI) technology are also noteworthy. AI agent functions make interactions within XR environments more natural. In September last year, Meta unveiled the AI-based AR smart glasses ‘Orion.’ This product includes the AI agent ‘Meta AI,’ enabling intuitive controls such as gaze tracking, voice commands, and hand gesture tracking.

AI is also accelerating the automation of XR content creation. NVIDIA’s ‘GET3D’ and OpenAI’s ‘Shap-E’ possess technology that generates 3D models from text input alone, while startups like Kinetics and Kaedim provide 3D modeling software for XR content creation.

XR technology is expanding its application scope beyond the traditional game and media-centered B2C market to B2B industries such as distribution and consumer goods, education, healthcare, mobility, aerospace, and defense. In particular, the use of XR technology is increasing in the future mobility sector. Companies are applying XR to smart design, virtual driving simulations, and extended head-up display (HUD) systems, seeking new market opportunities.

In the aerospace and defense industries, XR is utilized in various fields including manufacturing, maintenance, and training. European aircraft manufacturer Airbus has developed the XR-based remote flight training solution ‘Airbus VPT’ and provides it to airlines. Through this, trainees can receive remote simulation training using VR equipment.

The report advised companies adopting XR to ▲establish XR strategies to improve business efficiency and customer experience ▲build roadmaps for seamless integration with existing systems ▲prepare long-term technology investment strategies. Additionally, for companies operating XR businesses, it emphasized the need for ▲developing industry-specific XR solutions ▲reducing costs through manufacturing process optimization ▲expanding strategic partnerships ▲developing differentiated XR content.

Lee Jun-gi, Executive Director of Samjong KPMG AI Center, stated, “Since the emergence of new technologies such as generative AI, significant economic, social, and cultural changes are occurring,” adding, “AI business innovation combined with XR devices and XR-based software will expand customer experiences into digital spaces and create new business value.”