Virtual Reality and Augmented Reality are being used today in myriad ways to solve problems, connect people and enhance lives. Kevin Gilboe, 3M Director & Head of Design, International, leads global 3M Design teams, which have deep experience in the consumer electronics and transportation industries.  

“Right now, VR and AR technologies are going through an evolutionary step that reminds me of what happened when old-school cell phones transitioned into smartphones,” he says. “We’re always thinking about what technology evolution means for the design of experiences, and so VR/AR is a hot topic these days.”  

We sat down with Kevin to get his perspective on AR/VR from a design standpoint.  

How do you distinguish between the uses for Virtual Reality and Augmented Reality?  

Augmented Reality uses technology to project information, or a user interface, into the real world. AR concepts are seen all the time in sci-fi movies where people are using floating screens or “holographic” projections that they can physically interact with. Today, a powerful AR device like the Microsoft HoloLens can “augment” a user’s ability to do complex technical work or speed up training with in-the-moment visual guides. AR technology can even run on a smartphone, enabling a whole universe of social media, shopping and gaming apps. 

Virtual Reality is a level up from AR in that it completely immerses the user in a computer-generated world. The concept has been around for decades but hasn’t been practical as a household device until very recently. What once cost millions of dollars and required specialized technicians to operate can now be purchased at a big-box store for around $200 and used by an eight-year-old. Where Virtual Reality really shines is in simulating experiences that cannot exist in the real world.  

Both Virtual Reality and Augmented Reality have great applications, so usefulness is really a question of fit. Virtual Reality while driving isn’t a great idea, but Augmented Reality can help inform a driver. In the same way, Augmented Reality can’t simulate a dangerous situation for training or enable creative design work as well as Virtual Reality. 

What are some of the most notable ways VR/AR are being used in daily life? 

Communicating, social media and shopping will soon exceed gaming and entertainment as the key “everyday” uses for consumer VR/AR technologies. In social media, reality is already being augmented in the form of real-time face-editing apps and avatar-based virtual platforms. On the topic of shopping, imagine trying on any clothing you like in a virtual world, seeing exactly how you look from any angle, without leaving your home. Shopping for experiences like travel or education will become much more informed thanks to virtual tours and meetings. The pandemic accelerated the already rapidly rising use of video calls as a way for everyone to connect. Consumer VR/AR takes that process a step further in giving a sense of “being in the same room” in a way that no video call can do. 

What are some of the most notable ways VR/AR are being used in the business space? 

VR/AR technologies allow businesses to do things that are either too expensive, too risky or too physically unmanageable to do in reality. Business-grade Augmented Reality can allow an expert to work with and help an on-site technician fix broken equipment in a factory. In the medical world, both AR and VR could allow a physician to practice a risky surgical procedure with in-the-moment guidance from a senior doctor. Companies that cannot afford to build full-scale physical prototypes of expensive equipment can refine their ideas in VR. Even everyday business meetings — particularly with overseas colleagues and customers facing travel restrictions — now have new options thanks to VR/AR tools.  

What industries have benefited the most from VR and AR and why? 

Early adopters of VR/AR technologies were in defense, computer gaming and specialized simulation industries for aerospace or medicine. With greater accessibility of the technology, industries like retail consumer brands, social media and “big tech” companies will likely see a large benefit. Industries like travel, real estate and home improvement—i.e., industries that sell on aspiration — could also see a benefit as the technology enables greater engagement.  

How is 3M using VR and AR?  

3M is both a developer and a user of VR/AR technology. For example, 3M’s Display Materials and Systems Division has developed a highly compact folded-optics platform that can improve field-of-view and image resolution in VR headsets. 3M technologies are found in many of the world’s consumer electronics devices, including VR/AR.   

3M also uses AR and VR platforms in various scenarios like training, collaboration, equipment maintenance and meetings. These technologies have made it possible for us to demonstrate the value of our solutions, particularly in situations like traffic safety that are not practical to replicate in the real world. Within a VR environment, we can demonstrate scenarios and help decision-makers see both the problem and possible solutions, all without any actual safety risk. VR/AR technologies also help us with training on equipment or teaching others how to apply 3M technologies correctly. For the Design function, where collaboration is essential, VR/AR is making it possible to expand the scope of how we work globally.    

In 2021, 3M launched an experimental VR experience called “3M Home” during Milan Design Week. 3M Home allows people from around the world to meet and explore 3M technologies in a virtual space. As we continue to develop our capabilities, we expect to see VR/AR platforms become an everyday tool in the workplace.