How Immersive Technologies Are Shaping Business A Conversation on XR & Innovation

How Immersive Technologies Are Shaping Business

A Conversation on XR & Innovation

Immersive technologies are redefining how businesses operate, communicate, and create value. From extended reality (XR) and AI‑driven experiences to new models of innovation, these tools are no longer experimental—they are becoming core drivers of business transformation across industries.

In this session, Álvaro Antoñanzas, a leading professional in the field of immersive technologies and digital innovation, will share a hands‑on perspective on how XR is being applied today in real business contexts. Drawing from his experience working at the intersection of technology, strategy, and innovation, Álvaro will discuss how immersive solutions are changing decision‑making, customer experience, and organizational processes, as well as the skills companies are actively seeking in this fast‑growing ecosystem.

Joining the conversation is Antonio Daniele, Assistant Professor and Director of the Master in Design for Immersive Experiences and XR at IE University, who will frame these industry insights within a broader academic and strategic perspective. Together, they will explore how business, creativity, and technology converge—and how professionals can position themselves to lead this transformation.

Key takeaways include:

• How XR is currently impacting business models and innovation strategy
• Real‑world applications of immersive technologies across industries
• The profiles and skills shaping careers in immersive technologies
• How specialized education prepares professionals for this rapidly evolving field

An essential conversation for professionals, innovators, and future leaders interested in understanding the business impact of immersive technologies—and where the next opportunities lie.