Immersive technologies—such as Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR)—present a wide array of opportunities and challenges across diverse sectors. In business, for instance, VR and AR can enhance product development, support product launches, and revolutionize communication. These technologies also empower technicians to optimize production processes with greater precision and efficiency. While the potential is immense, their adoption is poised to disrupt numerous industries—including entertainment, tourism, and real estate—by diminishing the importance of physical location and reshaping how we experience and interact with the world.

Beyond business, VR and AR are increasingly becoming valuable tools in fields such as psychology, medicine, and education. In psychology and mental health, VR can facilitate controlled exposure therapy and help clinicians observe patient behavior in simulated scenarios. In medicine, AR holds promise for enhancing surgical precision by overlaying critical information during procedures. In the realm of education, VR offers immersive learning experiences—such as allowing students to rehearse speeches or presentations in realistic virtual settings—enhancing engagement and skill development.

The expert practice Immersive Technologies seeks to unite academic researchers from different disciplines (e.g., marketing, economics, operations and technology management, culture and communication, psychologists, and health care) and experts from practice (e.g., managers, psychologists, museum directors) to research the potential and effects these immersive technologies have on business, consumers, health care, and education. Our mission is to advance academic understanding of VR and AR, while equipping stakeholders with cutting-edge insights to make informed, strategic decisions about integrating these technologies into their daily operations—ultimately enhancing performance and value creation.