Augmented Reality (AR) and Virtual Reality (VR) are being adopted my many industries, but it is important to address some of the problems, challenges, and pitfalls when it comes to these new technologies. Here we look at the key ones and how to address them

1. Extended Reality Technologies
Like VR And AR
5 Problems And Solutions Of Adopting

2. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Title
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Introduction
Introduction
Augmented Reality (AR) and Virtual Reality (VR) are being adopted my many
industries, but it is important to address some of the problems, challenges, and
pitfalls when it comes to these new technologies. Here we look at the key ones
and how to address them.
5 Problems And Solutions Of Adopting Extended
Reality Technologies Like VR And AR

3. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Extended reality (XR) technologies, like virtual reality (VR) and augmented
reality (AR), bring many benefits to us as consumers, and to the industries that
adopt them. But we can’t ignore the fact that there are many personal and
societal risks that come with XR, particularly at the more immersive end of the
spectrum (i.e. VR).
In this article, I address five of the biggest concerns around XR, and outline a
safer, more ethical way forward for the technology.

4. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
1. Legal concerns
As with any technology that advances faster than legal systems can cope with, regulators
and lawmakers are left playing catchup. XR is no exception. As a result, we don’t have clear
laws on what’s acceptable and unacceptable in virtual environments – or even which
jurisdictions those environments come under.
One of the biggest unanswered questions for me is, can a virtual act be a crime? Say two
people are immersed in a virtual environment, and one of them assaults the other in that
virtual space. Is that a crime? If we consider video games – where many people enjoy
beating up or shooting our fellow gamers – the question seems a bit ridiculous. But XR
technologies create a much more immersive experience than the average video game. In
our hypothetical virtual situation, the assault might seem very real to the victim. Is it a
crime then? What if our two hypothetical people are wearing haptic suits, which allow
users to feel realistic sensations that are generated in the virtual world? This could
potentially make the assault genuinely traumatic.

5. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
2. Moral questions
This conundrum on what should and shouldn’t be allowed in a virtual environment isn’t
just a legal question. It’s a moral issue, too. The danger with immersive technologies is
they can allow people to act out whatever they want, seemingly without any real-world
consequences. Some might say this is fairly harmless, but this crossing of moral
boundaries (boundaries that exist in the real world) certainly makes me uncomfortable.
Consider this example: with the way XR technology and accessories are advancing, it will
be theoretically possible for someone to render a highly realistic avatar of their neighbor
or colleague or friend and then have sex with them in a virtual setting. Should that be
allowed? It’s immoral, sure. But is it wrong to commit immoral acts purely in a virtual
world? In my view, if something isn’t allowed in the real world (like having sex with
someone without their knowledge), it shouldn’t be allowed in the virtual world.

6. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
3. Access for the few, not the many
There’s also the possibility that XR technologies will widen the gap between the
haves and the have-nots. The cost of purchasing XR hardware will obviously
exclude many people, potentially exacerbating existing social divisions. One of
the things I talk about in my book is how XR has the potential to revolutionize
learning and provide enriching educational experiences for children. But if these
opportunities aren’t available to all, we risk creating even more elitist education
systems.

7. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
4. Privacy and security
This is a huge and very complex concern, so I’ll just give a quick summary here. Like most
new technologies, XR brings with it some significant challenges related to personal data.
Except, in this case, the data can be extremely personal and sensitive, potentially including
our most intimate behaviors and thoughts.
Let's take eye-tracking technology – which is already being incorporated into VR and AR
headsets – as an example. This brings many advantages in terms of the quality of the
graphics and responsiveness. But eye-tracking also enables companies to collect highly
personal data on your unconscious responses to visual cues (whether virtual, as in the case
of VR, or real-world cues, as in the case of AR).
Patterns in our eye movements show what we’re focusing on at any given time, which
gives an insight into our preferences and thoughts, rather like an unconscious “like”
button. And that information could be mined by advertisers to serve up related ads. If that
seems harmless, how about this: your eye movement data could give away your sexual
orientation and, specifically, who you’re attracted to.

8. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
5. Health concerns
Users who spend a lot of time in VR sometimes report nausea, dizziness and
disorientation – a "post-VR hangover," if you will. This is the result of the brain
receiving mixed sensory signals (such as your eyes registering movement in the
digital environment, while your inner ear knows you’re standing still in the real
world – incidentally, mixed signals like this are why we experience motion
sickness on boats and in cars). Some people don’t experience these symptoms
at all, while others find even a short VR experience triggers after effects. The
effects can, in some cases, last up to a week.

9. © 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Finding a safer, more ethical way forward
Let me stress that the benefits of XR far outweigh the potential downsides. But to fully realize those
benefits, and overcome the pitfalls, we must embed notions like ethics, responsibility, safety, and trust
in XR technologies. To do this, we need a global code of conduct for XR, like the codes of conduct that
are emerging in the field of artificial intelligence.
In the future, I predict irresponsible XR practices will draw public and regulatory ire. So, from a business
perspective, it’s vital organizations take proactive action now to ensure their XR experiences are
responsible and ethical. This might include:
 Ensuring any XR technology is as inclusive and affordable as possible – especially if your offering is
designed for educational or societal use.
 Being open with users about what data you’re gathering, and, where possible, giving them the
opportunity to opt out. And where personal data is absolutely vital, you’ll need to take all the
same data security measures as you would for any other business-critical process.
Read more about extended reality technologies – including plenty of real-world examples – in my new
book, Extended Reality in Practice: 100+ Amazing Ways Virtual, Augmented and Mixed Reality Are
Changing Business and Society.

10. Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website
© 2020 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2017 Bernard Marr , Bernard Marr & Co. All rights reserved
© 2020 Bernard Marr, Bernard Marr & Co. All rights reserved
Bernard Marr is an internationally best-selling author, popular keynote speaker, futurist, and a
strategic business & technology advisor to governments and companies. He helps
organisations improve their business performance, use data more intelligently, and
understand the implications of new technologies such as artificial intelligence, big data,
blockchains, and the Internet of Things.
LinkedIn has ranked Bernard as one of the world’s top 5 business influencers. He is a frequent
contributor to the World Economic Forum and writes a regular column for Forbes. Every day
Bernard actively engages his 1.5 million social media followers and shares content that
reaches millions of readers.
Visit The
Website

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