Applications
The vision for immersive media in the next decade
Technological innovation is central to societal progress, influencing every aspect of human life—from communication and work to entertainment and information access. Advances in technology have transformed how we access information and services, providing unprecedented convenience. This progress not only enhances individual experiences but also drives global economic growth through digital platforms. These platforms have created new business opportunities, revolutionised industries, and spurred innovation, leading to a significant boost in the global economy.
Today, technology is more than just a tool; it acts as a catalyst for economic and social development. Forrester’s Global Digital Economy Forecast predicts that by 2025, the global digital economy could reach $16.5 trillion, driven by advancements in AI, 5G, and IoT, capturing 17 per cent of global GDP. These developments present new opportunities for businesses, which are using these technologies to enhance customer experiences, streamline processes, and develop new products and services.
Immersive media: The new frontier
Among these technologies, immersive media stands out as a transformative force with the potential to redefine digital experiences in the coming years. Immersive media, including AR, VR, and MR, offers unique, interactive experiences that traditional media cannot match, providing a level of presence and immersion that other formats cannot replicate.
The immersive media market is growing rapidly, with markets projecting that the AR and VR market will reach $96.32 billion by 2029, growing at a compound annual growth rate (CAGR) of 34.2 per cent. This growth is fuelled by increasing demand in sectors like gaming, entertainment, education, and healthcare. Platforms such as SAP Commerce Cloud and CCV2 are helping companies integrate immersive experiences into their e-commerce strategies, enhancing the customer journey.
AI is crucial in shaping the future of immersive media. Its integration with AR and VR technologies is becoming a key trend, driving future growth and adoption. Generative AI models are improving AR and VR applications with more realistic experiences, while AI-powered AR apps offer contextual information by recognizing real-world objects. Similarly, AI-driven VR creates personalized environments based on user preferences. Platforms like SAP Composable Storefront (CSF) and Omni Commerce Connect (OCC) are enabling businesses to build digital storefronts that adapt to these emerging immersive technologies, integrating them into their offerings.
However, AI and 5G alone are not enough to create immersive media. Companies are investing heavily in R&D to develop devices and platforms that offer improved performance, comfort, and affordability. Modern VR headsets now feature higher-resolution displays, advanced tracking technologies, and ergonomic designs, making them more accessible to a broader audience.
As technology continues to advance, immersive media is poised to play a crucial role in shaping the future. It has the potential to transform digital environments, drive customer engagement, boost productivity, and foster entrepreneurship. Immersive media promises to revolutionize industries and open new opportunities, potentially becoming a defining feature of our digital landscape in the years ahead.
The article has been authored by Clavrit Digital Solutions CEO & founder Amarjeet Dangi.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
