Spatial Computing: What Business Leaders Need to Know

With great developments in spatial computing and the arrival of Apple’s Vision Pro, is it time for brands to start thinking about expanding the online customer experience beyond small screens?
spatial computing blog cover photo

When it comes to the buzziest phrase in tech, Generative AI might be having strong competition this year. That’s because Apple’s Vision Pro headset is now out on the market, hoping to bring the concept of spatial computing closer to mainstream adoption.

Many in the business world might have only heard the term “spatial computing” during Apple’s WWDC event in June 2023. However, spatial computing is not new. Although the concept has been in the works for decades, its influence is just now beginning to emerge. Spatial computing is already starting to make an impact, including on communication and co-presence, gaming, human resources, media and entertainment and data visualization.

The engineering team at Appsynth has been actively researching various business applications, exploring technical frameworks for future product development, and prototyping this technology through a simulator. The team has identified several intriguing use cases where the concept of spatial computing could be applied to businesses in Thailand in the future.

What is spatial computing?

As explained in the Harvard Business Review:

Spatial computing is an evolving form of computing that blends our physical world and virtual experiences using a wide range of technologies, thus enabling humans to interact and communicate in new ways with each other and with machines…

While augmented reality (AR) and virtual reality (VR) are related concepts, there is a distinction between them. AR enhances the real world by adding virtual elements, whereas VR creates a fully immersive digital environment. Spatial computing, on the other hand, is a broader concept that encompasses both AR, VR, and MR (mixed reality). It focuses on the natural, seamless integration of digital and physical elements, enhancing the user experience.

differences between AR, VR and MR.

Spatial computing tools have arrived in the forms of wearables such as the Microsoft HoloLens 2, the Meta Quest Pro, the Magic Leap 2, and most recently Apple’s Vision Pro.

From a business perspective, spatial computing has the potential to enable new forms of interactions and experiences both internally between departments and externally between the brand and its customers.

How spatial computing can be applied in business use cases?

How businesses utilize spatial computing to digitally transform will distinguish them from the competition. It can position them for success in future generations that are growing up in an increasingly integrated virtual and physical environment. Many of the applications of spatial computers so far have been in the form of gaming, media and entertainment, however, there are other interesting applications of spatial computing in retail, hospitality, architecture, tourism and urban planning, among others. 

Spatial Computing in Retail

Retail brands and marketplaces can extend the customer experience beyond the canvas of small screens — in particular brands where product detail is a key contributing factor to the customer’s purchasing decision. Examples are fashion, home decor and food products, among others.

With years of experience working closely with retailers in Thailand, particularly supermarkets and convenience stores, Appsynth engineers have closely examined this sector and identified three key aspects with practical application.

1. Richer product information

There is a growing consumer preference for transparency concerning product details and manufacturing processes. Leveraging this technology enables brands to offer additional details about their products, thereby enhancing the offline shopping experience. For example, health-conscious consumers can flip product packages to view nutrition facts that are printed on the back.

2. Improved product visualisation

Many potential customers leave websites without completing a purchase due to the limitations of conventional product photography. Often, customers do not get a complete picture of a product’s details and features from every angle. Spatial computing and tools can address this, enabling customers to access information in an interactive 3D environment. For example, a customer shopping for furniture can see details of the material and how exactly the item would appear in their own setting.

3. Greater customer satisfaction

Bringing in advanced AI-powered BOTs, customers can get assistance quicker while shopping, this can help brands improve customer experience and stand a higher chance of making a sale.


Spatial computing can enhance collaboration by providing immersive environments for remote teams to interact. Virtual meetings can be conducted in a shared digital space, allowing team members to feel as if they are in the same room, regardless of their geographical locations.

The technology also has the capability to create exciting new ways to train employees and enhance their experience, especially for scenarios that would be expensive or difficult to replicate in real life. This would equip teams to be ready for various situations when interacting with customers.


Spatial computing has the potential to enhance the user experience when researching accommodation and making reservations. Similar to the use case in retail mentioned above, hotels and booking platforms can leverage spatial computing to incorporate more intuitive and interactive elements beyond photos and videos.

For example, this could involve creating a preview of their upcoming stay through virtual tours and 360-degree views. Prospective guests can explore rooms, facilities, meeting spaces and the property’s surroundings in a more interactive and realistic manner, helping them make more informed booking decisions.


Spatial computing is a term we will likely be seeing more and more across technology news and announcements, yet it is still in its infancy. The age of AI hardware, smart glasses and spatial computing is here; however, it will take time to evolve to its full potential and gain mass adoption, similar to past phases of other devices like personal computers and mobile telephones.

Have an idea in mind or want to chat on how spatial computing can improve your brand’s retail experience? Let’s talk.

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