AI to Fuel Growth of Extended Reality Technologies

Amadeus IT Group, a company focused on travel technology, is examining the role artificial intelligence (AI) will play in advancing and integrating Extended Reality (XR) technologies, encompassing virtual, augmented, and mixed reality.

The launch of Apple's Vision Pro device highlights the potential of XR to merge physical and digital realms. While some question the high price point, industry observers anticipate the widespread adoption of XR experiences in daily life and professional settings. Amadeus suggests that the evolution of this technology could fundamentally alter how digital services, including travel bookings, are consumed.

The company acknowledges that XR adoption may start slowly but is expected to accelerate. Major tech players like Epic Games and Nvidia are investing heavily in the sector. Analysts predict that by 2030, a significant portion of internet users might spend at least an hour daily in the metaverse, potentially transforming travel planning processes through immersive solutions. AI-powered digital agents could assist consumers in identifying suitable travel options.

AI's importance is also underscored for delivering scalable, secure, and enjoyable XR experiences. Machine learning, natural language processing, and advanced translation tools will be crucial for creating AI-driven characters (NPCs) and immersive environments. Furthermore, AI will be vital in detecting and moderating inappropriate content, which is essential if XR applications become platforms akin to social media.