Still, big companies like Microsoft and Meta are investing billions. And many others are joining the race to grab some market share in supporting technologies, including wearables that replicate touch.
Customers, though, aren't always impressed by what they find. Ozan Ozaskinli, a tech consultant who traveled more than 29 hours from Istanbul to attend CES, suited up with yellow gloves and a black vest to test out a so-called haptics product, which relays sensations through buzzes and vibrations and stimulates our sense of touch.
Ozaskinli was attempting to punch in a code on a keypad that allowed him to pull a lever and unlock a box containing a shiny gemstone. But the experience was mostly a letdown.
"I think that's far from reality right now," Ozaskinli said. "But if I was considering it to replace Zoom meetings, why not? At least you can feel something."
Proponents say widespread adoption of virtual reality will ultimately benefit different parts of society by essentially unlocking the ability to be with anyone, anywhere at any time. Though it's too early to know what these technologies can do once they fully mature, companies looking to achieve the most immersive experiences for users are welcoming them with open arms.
Aurora Townsend, the chief marketing officer at Flare, a company slated to launch a VR dating app called Planet Theta next month, said her team is building its app to incorporate more sensations like touch once the technology becomes more widely available on the consumer market.
"Being able to feel the ground when you're walking with your partner, or holding their hands while you're doing that… subtle ways we engage people will change once haptic technology is fully immersive in VR," Townsend said.
Still, it's unlikely that many of these products will become widely used in the next few years, even in gaming, said Matthew Ball, a metaverse expert. Instead, he said the pioneers of adoption are likely to be fields that have higher budgets and more precise needs, such as bomb units using haptics and virtual reality to help with their work and others in the medical field.
In 2021, Johns Hopkins neurosurgeons said they used augmented reality to perform spinal fusion surgery and remove a cancerous tumor from a patient's spine.
And optical technology from Lumus, an Israeli company that makes AR glasses, is already being used by underwater welders, fighter pilots and surgeons who want to monitor a patient's vital signs or MRI scans during a procedure without having to look up at several screens, said David Goldman, vice president of marketing for the company.
Meanwhile, Xander, a Boston-based startup which makes smart glasses that display real-time captions of in-person conversations for people with hearing loss, will launch a pilot program with the U.S. Department of Veterans Affairs next month to test out some of its technology, said Alex Westner, the company's co-founder and CEO. He said the agency will allow veterans who have appointments for hearing loss or other audio issues to try out the glasses in some of their clinics. And if it goes well, the agency would likely become a customer, Westner said.
Elsewhere, big companies from Walmart to Nike have been launching different initiatives in virtual reality. But it's unclear how much they can benefit during the early stages of the technology. The consulting firm McKinsey says the metaverse could generate up to $5 trillion by 2030. But outside of gaming, much of today's VR use remains somewhat of a marginal amusement, said Michael Kleeman, a tech strategist and visiting scholar at the University of California San Diego.
"When people are promoting this, what they have to answer is — where's the value in this? Where's the profit? Not what's fun, what's cute and what's interesting."
