Mixed Reality (MR) represents the most advanced point in the Extended Reality (XR) spectrum, which includes Virtual Reality (VR) and Augmented Reality (AR). The term was popularized by Microsoft in the mid-2010s with the launch of HoloLens, describing environments where physical and digital elements are not simply overlaid but spatially aware and interact dynamically. Conceptually, MR builds on developments in computer vision, artificial intelligence, and sensor fusion, combining spatial mapping with real-time processing to achieve seamless integration between the user, the physical world, and digital content.

Mixed Reality (MR) enables users to interact with both the real and virtual components of their environment simultaneously.

Unlike AR, which overlays digital elements on reality, or VR, which immerses users entirely in a virtual world, MR anchors virtual objects within the physical space, allowing them to respond to gestures, movement, and environmental context.

This technology redefines the boundaries between digital and physical experience, creating new opportunities for design, collaboration, education, and marketing.
In business applications, MR enables:

1. Product co-design and prototyping – teams can visualize and manipulate 3D models collaboratively in real space.

2. Immersive training – combining real-world scenarios with digital guidance to enhance learning and safety.

3. Retail and marketing innovation – offering consumers interactive experiences that merge physical touchpoints with digital engagement.

4. Remote collaboration – allowing geographically distributed teams to interact in shared hybrid environments.

In marketing, MR extends the concept of experiential and relational engagement. It allows organizations to create multi-sensory experiences that are not only immersive but also adaptive — personalized in real time based on the user’s behavior and environment.

Through MR, marketing becomes a form of dynamic co-creation, where meaning and value emerge from the user’s active participation in hybrid spaces.

In the framework of Contemporary Marketing Management, Mixed Reality represents a strategic evolution of digital communication — from storytelling to story-living — where users actively shape experiences rather than passively consume them.

Microsoft HoloLens and Magic Leap devices are used in sectors such as architecture, automotive design, and healthcare to visualize complex data and prototypes in physical contexts. Retailers experiment with MR showrooms that let customers view virtual products alongside real ones, while educational institutions and training centers employ MR to simulate realistic, interactive learning environments.