Ultimately, the biggest driver of immersive entertainment isn’t a single piece of hardware or software. It’s audience behavior and how quickly we adapt.

Karina Kogan is the CMO for Infinite Reality (iR), a company powering next-gen digital media and e-commerce through AI and immersive tech. The current e-commerce system is failing both brands and ...

Immersive visuals surround a scene from the film "The Matrix" during a press preview for "The Matrix in Shared Reality" on Wednesday, May 28, 2025, at Cosm Los Angeles in Inglewood, Calif. (AP ...

A new bipartisan bill aims to jumpstart U.S. immersive technology use, research and development in a bid to keep pace with other nations. The term immersive technology refers to extended reality (XR) ...

Extended-reality (XR) like digital overlays, 3D web design, and gamified experiences are already improving customer engagement. But we’re only at the beginning. It wasn’t long ago that XR seemed like ...

Immersive 360° Experience Showcases Zion, State Parks, Golf, and Outdoor Adventure at an Unprecedented Scale SKYNAV ...

Researchers at Rochester Institute of Technology are improving how people experience sound. Some of those improvements will add to the high-tech acoustics being developed by international ...

From next-generation exhibitions to brand activations like Netflix House, immersive experiences are increasingly impressing audiences with incredible real-time visuals, LEDs that cover entire rooms, ...

Lawmakers in the House and Senate introduced a bipartisan bill Wednesday that would create an advisory panel aimed at developing a national strategy for technologies such as virtual and augmented ...

Using the first-in-industry CAVE2„¢, Raytheon delivers cutting-edge immersive visualization to enhance our products and processes. Join thousands of government contractors who rely on GovCon Wire for ...

Imagine a volunteer donning a virtual-reality headset for a stress-management study. They enter a simulated emergency—alarms blaring, smoke rising. Their breathing quickens and their heart pounds. The ...