Virtual Reality in Business: Practical Lessons from Industry

A group of people coming together for a tech event

In practice, virtual reality in business is already being used to support training, simulation, communication, and decision-making across a wide range of sectors.

Virtual reality has long been discussed as a future-facing technology, but for many organisations it is already playing a practical role today. From staff training and simulation to design, storytelling, and communication, VR is increasingly being used to solve real problems rather than showcase technical novelty.

This article reflects on an industry roadshow delivered in collaboration with the Centre for Digital Innovation and regional partners. The focus of the session was not speculative futures, but how businesses are currently applying immersive technology and what they need to consider when moving from initial curiosity to meaningful adoption.

Across sectors, a consistent message emerged: virtual reality delivers the greatest value when it is grounded in clear objectives, realistic constraints, and a strong understanding of users.

Virtual Reality in Business Adoption

One of the recurring challenges discussed during the roadshow was the gap between interest and implementation. Many organisations are excited by the potential of VR but struggle to translate that excitement into sustained use.

Common barriers include uncertainty around return on investment, lack of internal skills, and unrealistic expectations driven by hype rather than context. In contrast, organisations seeing real value tend to start small, test ideas through focused pilots, and embed immersive tools into existing workflows rather than treating them as standalone experiences.

Training and simulation consistently emerged as one of the strongest use cases, particularly where VR enables people to practise scenarios that are costly, complex, or risky to replicate in the real world. Beyond training, VR is increasingly being used to visualise environments, communicate complex information, and support engagement in sectors such as healthcare, engineering, heritage, and education.

Speaking on Applied VR and Immersive Production

As part of the roadshow, Keith Myers shared case studies drawn from immersive production work across multiple sectors. These examples explored how virtual reality, real-time 3D, and spatial media can be used to support learning, storytelling, and decision-making when they are designed with purpose rather than spectacle.

The case studies highlighted a range of approaches, from VR training environments and interactive simulations to heritage-focused immersive experiences and digital reconstructions. Rather than focusing on technology alone, the emphasis was placed on production process, narrative clarity, and aligning immersive tools with real organisational needs.

This approach reflects a broader shift within the immersive sector: moving away from one-off demonstrations and towards repeatable, outcome-driven experiences that integrate with wider business and cultural contexts.

What Still Holds True Today

Although the roadshow took place within a specific moment of regional innovation activity, many of the insights discussed remain highly relevant.

Several themes continue to hold true:

• Virtual reality adoption is as much about people and culture as it is about technology.

• Small, well-defined pilots often deliver more value than large speculative builds.

• Training and simulation remain among the most effective and measurable VR applications.

• Storytelling, clarity, and user experience matter as much as technical fidelity.

As immersive technology continues to mature, the organisations seeing the greatest benefit are those that treat VR as a tool in service of real outcomes rather than an end in itself.

Reflecting on Immersive Technology in Practice

Industry roadshows and knowledge-sharing sessions like this play an important role in demystifying immersive technology. They create space for honest discussion about what works, what does not, and how organisations can take practical next steps.

For AVimmerse, this work sits within a broader focus on applied immersive projects that connect technology, story, and impact. Whether in business, education, healthcare, or heritage, the goal remains the same: to use immersive tools thoughtfully, responsibly, and in ways that genuinely support people and organisations.

AVimmerse works with organisations exploring how immersive technology can support learning, storytelling, and engagement through applied, purpose-led projects.