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Three days at AWE 2025 in Long Beach. Sixteenth edition of the conference. Six thousand attendees, two hundred and fifty exhibitors, four hundred and fifty speakers. The official theme was the AI+XR imperative. The press releases declared XR’s mainstream moment. They’ve been declaring it every year since 2010. What I actually saw, sorted by what…
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When a producer signs the contract for a six- or seven-figure immersive experience, they’re not buying technology. They’re buying one of four outcomes. Knowing which one — before the first creative meeting — is the difference between a project that lands and a project that gets quietly retired after twelve months. I’ve been producing immersive…