3 Sep 2026
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Mike Boland
AWE Talks: Avoiding Enterprise XR Pitfalls
AWE USA 2026
Welcome back to AWE Talks, our series that revisits the best AWE conference sessions. With AWE USA recently concluded, there's a fresh batch of stage footage to keep us occupied for weeks.
We continue the action and insights this week with a look at enterprise XR. Though opportune, it's filled with pitfalls and places where programs can stumble. ArborXR applies its vast experience to draw us a map.
See the summarized takeaways below, along with the full session video. Stay tuned for more video highlights each week and check out the full library of conference sessions on AWE's YouTube Channel.
Speakers
Brad Scoggin, CEO & Co-founder, ArborXR
Key Takeaways & Analysis
- Enterprise XR continues to be a bright spot while consumer markets stall in early stages.
- But despite a more motivated buyer and clearer ROI, enterprise XR isn't a slam dunk.
- There are executional and integration challenges to sell and execute effective programs.
- The biggest symptom of failure is the dreaded pilot purgatory, where XR programs go to die.
- So how do you avoid that fate? ArborXR has observed all the best and worst practices.
- As a device management program, it's seen firsthand the tactics that work (and don't).
- With that backdrop, it brings us five tips for avoiding common enterprise XR pitfalls.
- First, select a good XR champion at a given enterprise to advocate and execute.
- Without someone propelling the effort, XR programs will usually die on the vine.
- Second, pick the right use case and independent software vendor (ISV).
- Enterprises often activate use cases that aren't aligned with C-suite goals.
- Third, build for results and ROI so that the value proposition can be an easy sell.
- Use the scientific method to isolate variables and prove value empirically.
- Fourth, avoid vendor lock-in – the act of working with only one provider or headset.
- This can tie an enterprise's hands while preventing optionality and scalability.
- Lastly, drive internal adoption, which is a function of how programs are set up to grow.
- For example, don't silo efforts in access, results, or data. That's how they die.
- One common theme is not to repeat the mistakes of others. Study the past..,
Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. Learn more here.
