On April 4, 2025, the conference “AI, Digital Twin and new devices transforming immersive experiences” was held at the Politecnico di Milano, the closing event of the Extended Reality & Metaverse Observatory, of which Metagate is a member. A strategic meeting to analyze the evolution of immersive technologies and their impact on business, with data, case studies, and future visions.
XR in 2024: more devices, more AI, more ambition
The numbers shared by Marta Valsecchi (Observatory Director) and Claudio Conti (Senior Researcher) speak clearly: in 2024, 17 new XR devices were launched, bringing the total on the market to 82. Headsets and smart glasses are becoming more powerful, lightweight, and intelligent, increasingly integrating AI features: from instant translation to 3D content generation, from eye tracking to gesture interaction.
The Meta Quest 3S, Apple Vision Pro, and Ray-Ban smart glasses are just a few examples of the new generation of hardware enabling increasingly sophisticated phygital experiences. The Industrial Metaverse is emerging as a trend: immersive environments, powered by IoT and AI, that simulate real production processes.
The XR value chain consolidates: hardware, software, and services
Jacopo Fracassi (Researcher) described the XR value chain, highlighting the growth of consultancy services, innovations in chipsets, and the integration of game engines like Unity and Unreal. The haptic device market, for example, has exceeded $5 billion, with projected annual growth of 15%.
However, the plurality of operating systems and platforms (including 122 Metaverse-as-a-Service) presents interoperability challenges yet to be resolved. Adoption will be facilitated by the emergence of open standards and integration with Web3 and blockchain.
Real-world use cases: XR applied to retail, healthcare, and industry
The core of the conference was the company case studies. Among the most significant:
Davide Monzani (Gruppo Finiper Canova) shared the “Metaverso IPER” project, a personalized virtual space for retail that combines gamification, experiential marketing, and integration with a loyalty program.
Alessandro Specchia (Villa Beretta - Ospedale Valduce) showcased the use of virtual reality and robotics in telerehabilitation, with eye-tracking technologies and cognitive analysis based on data collected from wearables and big data platforms.
Luca Viganò (Prysmian PowerLink) illustrated the combined use of VR and AR for technical training in the energy sector, reducing training time from 4 years to 1.5, using HoloLens solutions and 3D simulated environments.
Giandomenico Caruso (Politecnico di Milano) explored how AI, multisensory technologies, and new rendering techniques (such as ray tracing and foveated rendering) enhance the user experience in XR applications.
The Italian market: enthusiasm held back by lack of awareness
Since 2020, 611 XR projects have been developed in Italy by around 500 companies. In 2024 alone, there were 123, down 9% from 2023. The most active sectors: manufacturing, healthcare, utilities for B2B; tourism, education, and retail for B2C.
The main issue? Digital culture: 63% of large companies admit they don't have sufficient knowledge of XR, while only 9% consider themselves experts. However, among those who have already experimented with it, 87% say they are satisfied. The main drivers are brand enhancement, operational efficiency, and the creation of new experiences for customers and employees.
Looking ahead: interoperability, phygital, and Web 3D
The final session, led by Riccardo Mangiaracina and Lucio Lamberti, outlined future scenarios: full integration of AI and XR, interoperability between platforms, the evolution of the web into 3D environments, and new hybrid experiences between physical and digital worlds.
XR is no longer a futuristic experiment, but a mature technology that can already deliver tangible benefits. The conference made this clear: what’s needed now are skills, investments, and a shared strategic vision.
Metagate at the conference: demo corner and Mixed Reality applications
Metagate also actively participated in the conference, setting up a demo corner where attendees could experience first-hand some of the most innovative XR applications currently in development.
In particular, the Mixed Reality Escape Room was presented, an immersive experience where a physical briefcase interacts with a virtual environment, ideal for corporate team building, training, and onboarding. The concept leverages the synergy between real objects and digital stimuli to create engagement and effectively build skills through play.
Another highlight was Open Gate, Metagate’s platform designed for museums, archives, and institutions, which allows them to transform their digital content (images, videos, 3D models) into MR experiences accessible via Meta Quest, directly from Google Drive. A powerful tool for creating educational and cultural interactive journeys without the need for advanced technical skills.
The Politecnico conference confirmed that Extended Reality is no longer a bet but a concrete opportunity for companies, institutions, and research centers. With the evolution of XR headsets, the integration of Artificial Intelligence, and the arrival of accessible solutions like those proposed by Metagate, 2025 is shaping up to be a key year for the spread of Mixed Reality in Italy. The message is clear: it’s time to experiment, invest, and build new immersive experiences.
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