Top Virtual Reality Business Use Cases

Virtual reality in business

Interest in virtual reality is growing steadily as manufacturers lower the cost of VR headsets and businesses look more closely at how the technology can drive revenue. Augmented reality (AR) and VR already overlap with a range of other tech categories, including biotech, video and gaming. That list is likely to grow as organizations across industries find new ways to use VR to spark innovation.

“[VR] has immense potential to impact many aspects of our lives, particularly in day-to-day activities,” noted Raghavendra Deekonda, a Unity Developer at Con Edison focusing on VR.

Right now, VR is most commonly used to explore simulated environments and interact with digital content, usually through a headset. And while the hardware gets a lot of attention, it’s not the only area evolving. Much of the momentum is happening behind the scenes, with advances in the technology that powers VR experiences, along with growing demand for new applications, content and accessories.

For businesses, the challenge is figuring out where VR actually fits — how it can drive revenue, improve operations and create value over time.

“Historically, VR has been viewed largely as a niche technology, primarily associated with gaming and entertainment,” Deekonda explained. “For a business to adopt any new technology, it has to be commercially viable, and VR hasn’t fully broken out of that ‘fad’ realm for many mainstream businesses yet.”

However, Deekonda says a shift is already underway in sectors like healthcare, industrial applications and areas that rely on virtual collaboration. “This suggests a much broader intersection with business than just entertainment,” Deekonda added.

How businesses can use VR

Virtual reality in business is no longer a futuristic concept reserved for tech giants. As VR becomes more accessible and affordable, companies of all sizes are finding practical ways to put it to work. Here are five ways businesses are using VR to improve operations and support growth.

1. Let customers “try before they buy.”

If your company manufactures and sells products, VR can change how you showcase them, giving customers a more interactive way to explore designs before making a purchase. For example, in pilot programs, Lowe’s has let customers design a bathroom or kitchen and then use VR to “walk into” the finished space. Through its Innovation Lab, the company has also developed concepts like its Infinite Kitchen experience, a prototype that lets users visualize and customize a kitchen in real time before committing.

You’re starting to see similar ideas show up in virtual showrooms and product demos, where customers can explore items in detail or see how they fit into a space before making a decision, especially in categories like furniture, home design and automotive.

2. Introduce established products to new audiences.

As VR becomes more mainstream, companies have an opportunity to present familiar products in ways that feel more intuitive and accessible. In gaming, for example, VR removes some of the friction that traditionally came with complex controllers and steep learning curves, making it easier for new or more casual users to jump in.

You can see a similar shift in areas like fitness, where VR is helping reframe workouts as immersive, interactive experiences. Platforms built for devices like the Meta Quest are attracting users who might not otherwise engage with traditional fitness programs, whether that’s because of cost, convenience or comfort level.

More broadly, VR gives businesses a way to make products easier to understand and engage with. By making interactions feel more natural, companies can reach audiences that might have felt excluded or overwhelmed by more traditional formats.

VR’s potential in collaborative work is also promising, according to Deekonda. “Imagine engineers from different locations being able to work together on a 3D model of a complex machine in a shared virtual space, making real-time adjustments and identifying potential issues,” Deekonda said. “Beyond that, its potential in medical training, remote maintenance and product design and visualization is incredibly strong.”

3. Promote tourism as a virtual experience.

You can watch a travel video or scroll through photos, but VR offers something closer to actually being there. For people who can’t travel, whether it’s because of cost, distance or time, this technology can open the door to places they might not otherwise experience.

In some cases, immersive VR experiences let users explore well-known destinations and landmarks from home. In the United Kingdom, for example, VR tours have given would-be tourists a way to explore sites like Buckingham Palace or the British Museum without being there in person. There are also more immersive experiences, like JUMP from Limitless Flight, that take things a step further, letting users simulate something like skydiving, with VR layered onto real-world motion so the movement feels more lifelike.

More advanced setups even layer in sensory details like movement, sound and environmental effects. Some experiences incorporate haptic elements, such as specialized footwear or handheld devices, to simulate walking along a beach or interacting with a space, while added effects like ocean breezes or ambient sound help round out the experience.

VR travel apps are helping push this further. Platforms like Google Earth VR let users explore cityscapes, landmarks and remote environments, either as a standalone experience or as a preview before booking a trip. For travel businesses, that kind of virtual preview can double as a sales tool, helping customers picture the destination and feel more confident committing to a trip.

4. Expand education and training programs.

E-learning has come a long way, but it can still fall short for roles that require hands-on experience. That’s where VR can help. By creating immersive simulations, it gives people a way to practice skills in a more realistic environment.

For example, Tulsa Welding School in Oklahoma uses a VR training simulator in its refrigeration technologies program. More broadly, trade schools and training providers are starting to use VR tools to simulate HVAC systems and hands-on repair scenarios, giving students a way to practice skills before working with real equipment.

Deekonda sees strong potential for VR in this space. It offers a safe, cost-effective way to train and gives people the chance to practice complex procedures that would be difficult or expensive to replicate in real life.

VR tools now span a wide range of subjects and industries. The SkyView app uses AR overlays to help students identify constellations and locate planets in the night sky. Microsoft’s HoloLens allows medical students to study anatomy through mixed reality. Even Formula 1 teams use VR, with drivers training for race-day conditions and engineers testing designs within strict technical constraints — all in a virtual environment.

The growth of the market reflects that momentum. The virtual reality in education market was valued at about $20.38 billion in 2025 and is expected to reach more than $83 billion by 2034, according to Fortune Business Insights.

5. Challenge traditional sales strategies.

In many industries, VR is pushing sales teams to rethink how they present and sell products. Automakers, for example, are using VR to attract buyers, improve the dealership experience and give customers a more interactive way to explore vehicles. With a headset, potential buyers can walk around a car, customize features or even simulate a test drive, all without being physically present.

That kind of experience can help customers feel more confident in their decisions, while giving sales teams a more engaging way to highlight their unique selling proposition more effectively than a standard pitch.

Other industries with physical products can take a similar approach. VR gives reps a way to show, not just tell, helping customers better understand what makes a product stand out from the competition.

Pros and cons of VR in business

As you explore how virtual reality can create real value for your business, it helps to weigh the advantages alongside the limitations of this still-evolving technology.

Advantages of VR in business

• Improve communication: With a headset, microphone and the right platform, you can connect with colleagues and clients in a shared virtual space. This can reduce the need for in-person meetings while adding a more interactive layer to remote team collaboration. It also helps bridge geographical distance and improve efficiency, Deekonda noted.
• Enhance the user experience: Immersive environments change how people interact with digital content. You’re not just looking at something on a screen anymore — you’re moving through it, whether that’s a virtual showroom or a shared 3D workspace. That alone tends to make it feel more real and easier to stay focused.
• Help buyers explore in detail: VR gives people a way to see, interact with and even customize products in a lifelike environment without going anywhere. They can tour a home, design a kitchen or simulate a test drive, getting a clearer sense of what to expect before making a decision.
• Streamline product design: VR allows teams to design, prototype and test unique products without building physical versions. This can reduce time to market and support a more flexible development process. It also helps enable “iterative development and visualization while significantly reducing time and resources,” Deekonda said.
• Boost engagement: VR can also make work more engaging. Whether it’s used in training, design sessions or even as a break-time activity, it adds variety and can help boost employee engagement, interest and involvement.

Disadvantages of VR in business

• Costs can add up quickly: VR equipment is still relatively expensive, and quality varies widely depending on the setup. On top of that, accessories and add-ons can pile on, making it easy for costs to climb higher than expected.
• It can create distance from customers: While VR can enhance the customer experience, it can also shift interactions further away from real-world connections. Some customers may prefer virtual interactions over in-person ones, which can make it harder for businesses to build personal relationships.
• The technology is still evolving: VR has improved a lot, but there are still some drawbacks. The Apple Vision Pro, for example, got a lot of attention when it launched. But not long after, some users started raising concerns about comfort, including the weight of the headset and the fatigue that came with wearing it. “Getting users comfortable with and adopting the technology can also be a significant hurdle,” Deekonda noted.
• Customization can get complicated: VR makes it easier to offer highly customized products and experiences, but that flexibility can create challenges behind the scenes. As product customization increases, standardization becomes harder to maintain, which can drive up costs and complicate operations.
• Platform limitations remain: Compatibility is still an issue across many VR tools and platforms. Not everything works well together, which can make things harder for both users and businesses. “The VR ecosystem is still somewhat fragmented, leading to compatibility issues,” Deekonda cautioned. Until platforms become more consistent, some businesses may hesitate to fully commit.

As virtual reality becomes more mainstream, more companies are starting to work it into their sales processes and customer service strategies. Over time, the technology will likely become more accessible and affordable, and in some cases, even help businesses cut costs.

VR brings much potential, giving businesses new ways to improve products, services and internal processes. But it’s not something to roll out without a plan. The right setup can support real progress, while the wrong one can create friction and slow things down.

Jeremy Bender and Kimberlee Leonard contributed to this article. Source interviews were conducted for a previous version of this article.