Augmented reality isn’t new, but it’s influence on retail and tourism has started to change how we perceive our world.

In the next five years, augmented reality (AR) and the umbrella of XR, or extended reality, will experience growth that will outstrip most other media formats with nearly 340% in estimated growth, moving from $5.91 billion this year to nearly $200 billion in market scale, or a little more than twice the size of the global movie business by 2025. These technologies are increasingly influencing how we interact and understand the world around us.