As we step into 2026, spatial and immersive technologies are no longer just something to watch. They’re quickly moving from experimentation into real-world impact. At Empathy Lab, we see these shifts fundamentally changing how brands connect with people, create value, and unlock new growth.
For marketing leaders, this moment matters. Embracing these trends is a necessity for future-proofing your brand and staying competitive.
Here’s what we expect to see in 2026 across spatial technologies, immersive experiences, and AI-enabled personalization.
Top 4 trends pushing spatial tech beyond the hype in 2026:
1. VR and AR will become significantly more immersive
Breakthroughs in hardware and software are making virtual and augmented reality experiences more accessible and interactive. Apple’s early moves offer a clear signal. After launching Apple Immersive Video for select NBA games on January 9th (Spectrum Front Row), the company’s expansion into F1 broadcasting on Apple TV+ in the US points to a similar play in motor racing. From entertainment to enterprise, these technologies are giving brands new ways to pull people in and make experiences feel more personal.
2. Spatial commerce is set to transform the FMCG sector, online and offline
Spatial commerce now includes practical technologies like 3D product visualization, AR try-ons, and in-store navigation that are changing how people discover and interact with products.
We predict that the rise of smart glasses and AI-powered wearables will revolutionize physical retail. Shoppers will benefit from real-time wayfinding, personalized recommendations, and interactive product information, creating seamless omnichannel experiences and bridging the gap between digital and physical commerce.
“Brands that lean into spatial commerce will see increased engagement and loyalty, especially among younger, tech-savvy audiences.”
Robin Moser, Head of Spatial and Immersive, Empathy Lab
3. Apple’s Vision Pro expands its dominance in enterprise while the Steam Frame will take over the consumer market
Apple’s push into spatial computing has been a catalyst for broader enterprise adoption. With Vision Pro’s tight integration into the Apple ecosystem and strong focus on user experience, brands are rethinking how people shop, interact, and engage across digital and physical spaces. We predict that the launch of the Steam Frame in 2026 will make a meaningful dent in the consumer headset market. Backed by the gaming native Steam company and its 132 million monthly active users, it enters the space with a built-in, highly engaged audience. By supporting both VR and non-VR experiences, the standalone device could emerge as a gaming-native platform that lets brands connect with new audiences in more organic ways.
4. AI and spatial technologies will enable hyper-personalized customer journeys
Spatial technologies such as AR, smart glasses, and in-store sensors are unlocking a wealth of new data points that were previously impossible to capture. For example, devices can now measure dwell time in specific store areas, track how long a shopper interacts with a particular product, or analyze movement patterns throughout the retail space.
Understanding not just what consumers buy, but how they explore, interact, and decide across physical and digital environments, opens new opportunities for engagement and conversion. The convergence of AI and spatial computing will allow brands to create adaptive, context-aware experiences. Digital twins and real-time data analytics will empower marketers to deliver personalized content and offers, driving higher conversion rates and customer satisfaction.
For CMOs and marketing leaders, the rise of immersive and spatial technologies is more than a technological shift. It’s a chance to redefine how brands connect with their audiences. Early adoption of these innovations can set a brand apart, not just by offering novel experiences, but by creating lasting emotional connections that drive loyalty and advocacy. Today’s consumers, especially younger generations, are drawn to brands that offer interactive and engaging journeys, whether through virtual try-ons, AR-powered storytelling, or immersive product launches.
The integration of spatial technologies with AI further amplifies this potential, allowing marketers to gather nuanced behavioral insights and respond with hyper-personalized, real-time content. This level of personalization will improve conversion rates and transform the customer relationship into an ongoing, dynamic dialogue.
Additionally, immersive commerce is unlocking new revenue streams. Virtual goods, branded experiences in the metaverse, and digital twins are no longer futuristic concepts but real opportunities for growth and differentiation. Importantly, these new channels don’t replace traditional marketing but enhance and complement them, offering marketers a broader canvas to engage and monetize their audiences. With advanced analytics, the impact of these immersive campaigns can be measured with unprecedented precision, providing clear evidence of ROI and actionable insights for continuous improvement.
To unlock the full potential of these shifts, CMOs must think beyond internal teams. Strategic partnerships with technology providers and immersive experts like Empathy Lab are key to staying agile, innovative, and competitive.
Get in touch with one of our experts today and we’ll help you turn these top trends into real results.
Contributor in this article
