Extended Reality | Content Packages | Marketing Knowledge Center | ANA

Extended Reality

Extended Reality (XR) is an emerging term used to describe environments with real and virtual components and human-machine interactions generated by computer technology and wearables. As it stands today, the term XR encompasses three primary technologies:

  • Virtual Reality (VR), which is immersive (headset and goggles required)
  • Augmented Reality (AR), which is additive (think Snapchat Lenses)
  • Mixed Reality (MR), which integrates the digital and physical worlds seamlessly by utilizing elements of AR and VR technology

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