From workflow automation to AI integration, why enterprise-ready XR platforms are gaining traction across industries.

In 2025, the extended reality (XR) industry is once again capturing attention—not because of consumer-driven hype, but due to its growing adoption across industrial settings.

XR has long oscillated between excitement and skepticism. From the early VR boom sparked by Facebook’s acquisition of Oculus in 2014, to the AR experimentation phase with Google Glass and Microsoft HoloLens, and the metaverse frenzy during the pandemic—each wave raised expectations but rarely delivered sustained impact. Today, however, a new growth momentum is forming, driven by rapid advancements in AI, increased enterprise investment by global tech giants, and, most notably, a rise in practical B2B implementations.

What’s different this time is the shift away from hardware-centric approaches toward software-driven solutions that are finally delivering measurable outcomes. XR is becoming less about what’s possible and more about what works.

This article provides a strategic overview of the XR software market from a B2B perspective, covering market dynamics, real-world use cases, technical hurdles, and emerging trends.

Even if you’re not directly involved in the XR industry, this guide will help you quickly understand where the market is headed—whether you’re a startup seeking to leverage XR as a strategic asset, or a company exploring partnership opportunities in this evolving space.

The Technical Architecture of XR

Extended reality (XR) typically encompasses four core concepts:

Concept	Abbreviation	Description	Examples
Augmented Reality	AR	Overlays digital content onto the physical world	Smart glasses, AR navigation
Virtual Reality	VR	Creates fully immersive virtual environments	VR games, simulators
Mixed Reality	MR	Enables real-time interaction between virtual and physical worlds	HoloLens-assisted industrial workflows
Spatial Computing	—	Digitizes spatial data such as location, movement, and environment	Vision Pro, Digital Twin environments

Note: Most industry reports and companies define XR as a unified category encompassing AR, VR, and MR. Spatial computing is increasingly regarded as an advanced evolution of XR technologies.

Global Market Trends

Overview

In 2024, the global XR market is valued at approximately USD 40.4 billion and is projected to reach USD 62 billion by 2029. Among its segments, AR software accounts for 37% of the total market—outpacing hardware in terms of growth momentum.

According to IDC, the future of XR beyond 2025 will be defined not by consumer-facing content or devices, but by enterprise software tailored for workflows, platforms, and training applications.

This shift is particularly evident in the following areas:

• Optimization of equipment operations through Digital Twin + AR
• Safety and compliance training using VR-based simulation
• AI-powered visual work instructions and task guidance

While the B2C market continues to face barriers such as inconsistent content quality, poor UX, and high device costs, the B2B sector shows more stable potential, with return on investment (ROI) driving sustained adoption.

Submarket Trends

The application of XR technologies varies significantly across industries, and as such, the market is typically analyzed based on the following dimensions.

This classification framework is adapted from IDC XR TechScape Report 2024 and Deloitte XR Overview.

B2B vs B2C

Category	B2B	B2C
Description	Solutions designed for enterprise and industrial use	Consumer-facing content and experiences
Key Players	Virti, Glartek, Talespin	Meta (Quest), Beat Saber
Market Issues	ROI justification, workflow integration, internal buy-in	UX limitations, motion sickness, low retention
Use Cases	Surgical training (NHS), industrial maintenance	VR gaming, virtual exhibitions, social VR platforms

Hardware vs Software

Category	Hardware	Software
Description	Physical devices such as HMDs and AR glasses	XR content, platforms, and simulation tools
Examples	Vision Pro, Magic Leap	Glartek, EON Reality
Market Direction	Slower innovation, persistent pricing barriers	High scalability, strong investor interest in SaaS
Deployment Model	High dependency on dedicated hardware environments	Broad device compatibility, cloud-based deployment

Content vs Tools / Platforms

Category	Content	Tools / Platforms
Description	Static or immersive XR content	XR systems designed for repeatable tasks and training
Examples	Real VR Fishing, virtual exhibition tours	Talespin CoPilot, EON Creator AVR
Characteristics	Experience-driven, emotionally engaging	Optimized for simulation, training, and workflow automation
Purpose	Experiential content consumption	Performance improvement, operational efficiency, repeatable learning design

Industry Applications

Industry Sector	Use Cases	Technical Characteristics
Manufacturing	Equipment inspection, process training	AR-based maintenance guidance, IoT integration
Education & Training	Simulation exercises, safety training	Repeatable learning systems, performance feedback loops
Healthcare	Surgical simulations, remote collaboration	Precision interaction, risk-based procedural training
Retail & Commerce	Store visualization, virtual commerce (V-Commerce)	3D content-driven shopping experiences
Defense & Public Safety	Tactical simulations, scenario-based training	High-fidelity scenario engines for mission-critical training

Why B2B XR Software Is Gaining Momentum

XR technology is shifting from a hardware-first approach to one led by software—particularly within enterprise environments.
In the B2B landscape, XR software solutions are expanding rapidly, not because the technology is flashy, but because they are proven to solve real business problems.

Lower Hardware Dependency and Broad Compatibility

B2B XR software tends to be hardware-agnostic, meaning it can operate without expensive proprietary devices.
For instance, Glartek’s AR process guidance is designed to work directly on smartphones or tablets, making it easily deployable in industrial settings and highly compatible with existing IoT infrastructure.

Strong Alignment with Industry Workflows

Unlike static content, XR software excels at visualizing and automating recurring workflows.
Take Talespin, for example: its scenario-based training simulates real-world communication challenges in finance and insurance sectors.
It enables repeated practice of soft skills like leadership, feedback, and conflict resolution—bringing training closer to execution than traditional content ever could.

Scalable Through Integration with AI and IoT

Modern manufacturing and training environments demand more than just 3D visualization.
They require real-time data analysis and intelligent automation.
EON Reality addresses this by converting CAD files into XR content and pairing it with AI-driven performance tracking, KPI analysis, and live simulation—delivering value well beyond passive content consumption.

Optimized for Measurable Outcomes and Repetition

In the B2B world, only solutions that deliver measurable impact survive.
Virti’s simulation-based training platform improved NHS learning outcomes by over 38%, while its AI-enabled LMS quantifies engagement and progress.
This isn’t just about better training—it’s about reducing organizational risk and improving cost efficiency.

B2B XR Software Startups

While it’s impossible to capture every use case in one article, here are four standout startups in the B2B XR space that not only demonstrate strong adoption but also offer public data on performance and funding.

EON Reality

Automating XR Training for Enterprise Learning

Based in Irvine, California, EON Reality is a global pioneer in XR-based education and training platforms. With over 25 years of experience in VR and AR, the company is redefining how knowledge is created and shared.

• Hardware Dependency: Compatible with PCs, tablets, and VR HMDs (hardware-agnostic)
• Founded: 1999
• Headquarters: Irvine, California
• Employees: 200–500
• Website: https://www.eonreality.com
• Target Industries: Higher education, manufacturing, government, vocational training, retail
• Tech Scope: XR authoring tools + Spatial AI for auto-generated training content

The EON-XR platform enables users to convert CAD files, documents, and videos into 3D training simulations—without requiring XR development skills. The company reports that its platform has been adopted by millions of users and thousands of institutions worldwide.

Its latest version integrates Spatial AI to quantify learning outcomes by analyzing user behavior, eye movement, and decision-making. Official reports indicate up to 50% reduction in training time and twice the knowledge retention.

EON Reality has issued over 18 million XR licenses across 75+ countries, making it one of the most widely used XR training platforms globally.

Virti – Transforming Industry Training Through Immersive Learning

Virti, headquartered in both the UK and US, specializes in immersive, scenario-based training platforms designed for high-stakes environments and soft skill development. Originally focused on healthcare, it now serves a wide range of industries.

• Founded: 2017
• Funding: $10.1 million
• Growth: 978% revenue increase since 2021
• Website: https://www.virti.com
• Target Industries: Healthcare, manufacturing, logistics, tech, retail, education
• Tech Scope: XR simulations + AI-generated avatars + immersive video
• Hardware Dependency: Compatible across devices (VR HMD, tablet, PC)

Virti offers an AI-powered learning management system (LMS) that enables organizations to design content, deliver it at scale, and track performance analytics. This helps reduce training risks and costs while improving outcomes.

The UK’s National Health Service (NHS) reported a 38% improvement in training effectiveness using Virti’s platform. Today, it’s applied across sectors for soft skills, high-risk simulations, and data-driven training ROI.

Talespin – Scenario-Based Communication Training with AI Avatars

Talespin, a US-based startup, develops XR platforms that help organizations train soft skills through real-time, interactive conversations. The company focuses on HR, finance, and insurance industries where communication gaps are costly.

• Founded: 2015
• Funding: $40.2 million
• Revenue (2024): $6.1 million
• Website: https://www.talespin.com
• Target Industries: Finance, insurance, HR, education
• Tech Scope: Conversational XR + AI-driven feedback + scenario training
• Hardware Dependency: Cloud-based platform (HMD optional)

Its flagship product, CoPilot, enables users to engage in simulated voice interactions with AI avatars—ideal for leadership training, difficult conversations, and listening skills. Unlike static content, Talespin adapts in real time, delivering a deeply personalized training experience.

It is widely used by large enterprises and serves as a scalable solution for soft skills development where standardization is typically difficult.

Glartek – Digitizing Manufacturing Processes with AR

Based in Lisbon and Leiria, Portugal, Glartek develops AR software for the manufacturing sector, helping field operators perform inspections, maintenance, and safety checks with improved accuracy and efficiency.

• Founded: 2017
• Funding: €1.5 million (~$1.99 million)
• Major Clients: EDP, Renault
• Website: https://www.glartek.com
• Target Industries: Manufacturing, energy, utilities, smart factories
• Tech Scope: AR step-by-step guidance + IoT integration + digital workflows
• Hardware Dependency: Works on smartphones, tablets, AR glasses

Glartek’s Augmented & Connected Worker platform allows frontline workers to follow real-time visual instructions synced with IoT sensor data. This replaces paper manuals and manual checks, significantly enhancing responsiveness and accuracy.

Clients report measurable benefits such as reduced error rates, increased safety, and ROI within six months of deployment.

Challenges in Adopting B2B XR Software

While XR software shows promising use cases across industries, its implementation in real-world settings still faces several structural and operational barriers. These challenges go beyond technology maturity—they involve organizational readiness, integration environments, user acceptance, and ROI justification.

Integration Gaps with Existing Systems

Many enterprises already operate critical systems like ERP, MES, and LMS. If XR solutions cannot be seamlessly integrated into these systems, they introduce duplicate workflows and increase operational complexity. Gartner highlights the lack of integration frameworks and operational governance as a key barrier to enterprise XR adoption.

User Experience, Training Burden, and IT Overhead

XR often requires unfamiliar interfaces, which makes onboarding difficult—especially for non-technical employees and older demographics. Device handling, content accessibility, fatigue, and motion sickness all become friction points. IT teams also face increased burdens in terms of setup, content distribution, and ongoing support.

“Most employees are not XR-native. Effective onboarding and tech training are critical to success.” — Bernoullium Report

Cost of Adoption and ROI Communication

Forbes Tech Council notes that without clear ROI metrics, XR initiatives can face serious roadblocks during budget approval. Even if the technology impresses, lack of quantifiable evidence can derail executive buy-in.

Theorem Solutions further stresses that ROI calculators based on real use cases play a critical role in speeding up adoption.

Resource Constraints Among SMEs

While large enterprises can afford pilot programs and internal development, small and medium-sized enterprises often lack the budget, staff, and in-house expertise to pursue XR. According to Appanzee, many SMEs view XR as a “high-risk technology” due to concerns around security, onboarding, support, and customization.

Hardware Limitations and Content Quality

Counterpoint Research reported that global XR headset shipments fell 12% year-over-year in 2024. Even Apple’s Vision Pro saw a sharp drop in demand after initial hype. These numbers underscore persistent barriers like high device costs, weight, battery life, content quality, and user fatigue.

XR adoption will depend not just on technological advancement—but on whether XR software can truly integrate into enterprise workflows, justify its cost, and minimize friction in everyday operations.

3 Key Strategic Directions for the XR Industry

XR technology is no longer just a trend—it’s shaping organizational behavior and industry structures. Rather than asking if XR will succeed, forward-looking teams are focusing on how it will evolve and where to align their efforts.

Here are three major strategic shifts identified by industry experts and market analysts.

From Technology Showcase to Problem-Solving Utility

In the past, XR drew attention through flashy demos and exhibit-style experiences. Today, its value is judged by its ability to drive real change in operational workflows.

XR expert Antony Vitillo characterized 2024 as:

“A year of quiet stabilization. It looked like a slowdown, but in fact, it laid the foundation for long-term growth.”

Educator Dr. Shannon Putman emphasized “Technology should never be the goal. Education is the goal. Technology is simply the tool.”

Success in XR hinges not on specs, but on solving real problems. The focus is shifting from what to develop, to whose problem you’re solving.

From High-End Devices to Scalable SaaS Platforms

2024 also exposed the limits of XR hardware. According to Counterpoint Research, XR headset shipments dropped 12% year-over-year, and even Apple’s Vision Pro saw demand decline rapidly after launch.

In response, businesses are favoring XR platforms that run on tablets, PCs, or web browsers—lowering the barrier to adoption and accelerating enterprise deployment.

As Gartner notes, “Lack of integration and operational standards is slowing XR adoption. Cloud-based XR software is now gaining traction more rapidly.”

HMDs will not define the market—platforms that enable repeatable workflows will. The winners in XR will be those building scalable, persistent systems, not hardware alone.

Rethinking ROI: From Gains to Risk Reduction

When companies evaluate XR, the key question remains: Does it generate value?

Forbes Tech Council warns that XR initiatives lacking clear ROI often struggle to gain executive approval—even when the tech itself is compelling.

But the ROI conversation is evolving. Theorem Solutions argues that leaders should emphasize risk reduction, efficiency gains, and retention impact rather than just direct financial returns.
ROI in XR isn’t just “how much did we earn?”—it’s also “how much risk did we avoid?” and “how fast did we respond?”

Resources for Further Insight & Networking

If you’re considering B2B XR adoption, the following resources offer real-world case studies, strategic analysis, and ecosystem engagement opportunities:

• 📍 AWE (Augmented World Expo): The world’s leading XR industry conference. Features startup pitches, sector-specific sessions, and product showcases.
• 📍 AREA (Enterprise AR Alliance): A global consortium focused on advancing industrial AR. Offers ROI studies, implementation guides, and benchmarking tools.
• 📍 XR Today: A dedicated media outlet for XR industry news, enterprise use cases, and product analysis.
• 📍 Suggested Hashtags: #EnterpriseAR, #SpatialComputing, #XRforTraining
• 📍 LinkedIn Groups:
  • Enterprise XR Alliance
  • AR/VR Startups and Investors

These communities are ideal for knowledge sharing and connecting with XR-focused investors, builders, and practitioners.

Final Thoughts

XR is no longer just about “visual wow.” It is emerging as a practical tool for solving complex problems in the workplace.

As hype around hardware fades, B2B XR software is quietly and steadily transforming industrial operations.

What organizations need is not more impressive tech—but systems that integrate into real workflows and deliver repeatable, scalable success.

If you’re a founder, operator, or strategist exploring XR, this article aims to offer practical insight and a concrete starting point for execution.