“If we want to compete on a global basis, we need to make sure our manufacturing and industrial processes are as effective as possible".

That’s according to Mark Sage who explained 'Why Enterprise AR Matters' during his keynote address at PRISM. Mark is Executive Director at the AR for Enterprise Alliance and delivered no-nonsense nuggets in his presentation.

“It’s about reducing time, minimising errors, and lowering costs. These are things we need to be doing now. People think this technology is about innovation and the future,... it’s happening now.”

As Mark pointed out, small savings combined make a big saving. Not that all saving are small !

“Lockheed Martin made a 99% improvement on getting satellites into the sky using AR.”

“Newport News Shipbuilding went from 36 hours to 90 minutes—a 96% saving.”

Watch the full presentation…

"I was the first one to put eye tracking in VR,... But then there was also an ethical issue that I stumbled on".

So said Timmy Ghiurau (ex-Volvo Cars Innovation Leader) while delivering a remarkable keynote address at Eirmersive’s PRISM event, in a presentation was full of technical insights but gained extra heft with the thoughtful consideration of ethical issues. Innovation isn’t just about what we can build, it’s about what we should build.

In a talk that went on to cover topics of Creativity, Vision and Scale Ghiurau shared, ”One of my best lessons is that you need a box to think outside the box, and for me, automotive was a pretty big box, especially Volvo.”

“Imagine the scale of what automotive can do. If I can save human lives, if I can put technology like eye tracking or other amazing tech that can improve safety and improve human life, that will change the world.”

Eirmersive was proud to co-deliver Shaping Tomorrow: Driving Business Innovation with Immersive Tech & AI in partnership with CREW, alongside the Western Development Commission and with support from Data2Sustain. This day-long event in Galway was a powerful demonstration of how immersive technologies and AI are shaping the future of business and creativity in Ireland.

As the representative body for the immersive technology sector in Ireland, Eirmersive’s mission is to champion innovation, foster collaboration, and ensure that Irish businesses and creators are equipped to leverage emerging tools. Events like this are central to that mission.
The agenda was designed to move beyond theory and into tangible examples, delivered by Eirmersive members. These stories, underline the versatility and transformative power of immersive tech across sectors.

Enterprise Ireland has reported that Eirmersive member Imvizar - a Dublin-based Augmented Reality company - expects to raise €5 million in its next funding round, scheduled for 2026.

“Founded in 2021 by Michael Guerin and Adele Keane, Imvizar currently employs 15 staff members and has raised a total of €2 million in funding to date”

This news was first reported in a Business Post feature, where co-founder Michael Guerin noted, “The big shift in the last year has been that we want to help people create experiences themselves. We’ve built a sort of Canva for AR, called Lureo. It’s in beta mode at the moment, being tested by a number of people.”

“The big focus now for Guerin is moving into the smart glasses space, developing Lureo as a platform for more people to create AR experiences.”

Read the full article…

Eirmersive officially launched the PRISM Manufacturing Programme at an exclusive evening reception attended by programme partners, funders, and manufacturing leaders from across the island of Ireland.

In early 2026, the programme will engage manufacturing SMEs across the island to explore deep tech applications, such as immersive, Digital Twin and AI technologies, towards improved efficiencies and optimisation of manufacturing processes.

With strong backing from cross-border partners - including InterTradeIreland, Queen’s University Belfast, Digital Catapult NI, DundalkIT and others - PRISM represents a transformative, collaborative pilot approach to advancing digital innovation and competitiveness across the island.

The launch comes following an exceptional day that began with…

At this year’s PRISM event, Adaptas and The Immersive Agency collaborated to unveil an innovative VR experience, designed to deepen understanding of microaggressions and psychological safety in the workplace. Participants stepped into a virtual meeting room where characters discussed upcoming DEI initiatives. As the conversation unfolded, users could observe, listen and intervene when they noticed inappropriate or off-colour remarks. Each interruption offered a choice of responses, and selecting the most appropriate option visibly improved the team’s psychological safety score.

This interactive format gave delegates a powerful, embodied way to explore the impact of microaggressions and practice inclusive leadership in real time. Engagement was high throughout the day, with many attendees eager to test the headset. The experience sparked meaningful conversations about bias, belonging and the subtle dynamics that shape team culture.

For more information, reach out to…

Eirmersive member Animotive (a VR Virtual Production tool) published a new podcast episode called “VR at Scale”.

Animotive CEO and Co-Founder, Jack Morrow, hosted a conversation about what it actually takes to make virtual reality work with students, educators, and businesses.

He was joined by -

Samantha Kingston, Co-Founder of Virtual Umbrella, a marketing and production agency specialising in immersive experiences.

Christophe Mallet, CEO of Bodyswaps, creators of VR soft skills training simulations used by universities and global employers.

Dr Alan Hook, Ulster University ‘University of the Year, interactive Media and Digital Media Production ’team of the year award’ winners and Equine Eyes, combining research and real-world applications of VR in education and data-driven training.

Together they explored…

Eirmersive member Grace Dinan spoke to Tech Radio Ireland about her consultancy business JunieXR and the workflows she's exploring with clients to empower their teams and deliver new audience experiences. Grace went on to explain how live Augmented and Virtual Reality works on all our TV sports coverage.

We’ll note here that the gloomy title of the episode refers to the massive AWS outage. And the conversation with Grace was much brighter!

Click through for the link to the episode

Irish Cement Limited recently launched their new programme "Rock to Reality". They asked Eirmersive member Emagine to help reach a modern school leaver aged audience for apprenticeships. With a visit to the Platin campus, Emagine captured 360 imagery and flew drones over the quarry. They built CGI with robots that match real life factory tasks.

“In the end Irish Cement got a portable VR tour of the factory on headsets. With clear views of the kiln, the viewer is taken where they aren't able to go in real life, and that’s where the magic happens”, says Aaron Jay, CEO at Emagine. “Interviews of current apprentice stories round out the app that shows the work and the route to becoming part of the Irish Cement team. There's even a web version for events and classrooms.”

The Biennale Némo is a major event on the digital arts scene in France produced by CENTQUATRE-PARIS. Eirmersive member The Performance Corporation took part in the Biennale’s opening weekend, “surrounded by extraordinary artists and boundary-pushing work from across the world”.

Jo Mangan was, “thrilled to welcome audiences into We Who Live Under Heaven at CENTQUATRE-PARIS, a live mixed-reality opera that merges performance, electronic music and cutting-edge technology to create a haunting, deeply intimate experience.”

We Who Live Under Heaven invites audiences into a virtual world where music, movement and emotion meet, and where the line between real and imagined begins to dissolve. The experience was created by The Performance Corporation, directed by Jo Mangan, composed by Roger Doyle, and performed by Morgan Crowley. Mixed Reality Design was by Eirmersive member Ciara Del Grosso.

Partnering with CREWin Galway and supported by the Western Development Commissionand Data2Sustain, we’re delighted to invite SMEs and Public Sector organisations to a transformative full-day workshop on 12th November in Galway.

With digital technologies advancing at pace, immersive tech and AI are no longer “future trends”; they’re practical tools that can drive real business impact today. This workshop will show you how to apply these technologies as part of your digitisation journey using design thinking methodologies, real-world case studies, and hands-on tools you can bring back to your organisation.

You’ll leave with the inspiration, practical know-how, and confidence to start using immersive tech and AI to innovate, grow, and deliver value.

This event is made possible through the support of Data2Sustain, ensuring accessibility for businesses across the region and enabling more organisations to explore, experiment, and innovate sustainably.

Spaces are limited to 30 people. Secure your place today by…

Eirmersive CEO Camille Donegan sat on the 'Proptech Hot Seat' for a podcast interview with guest host and PR lead with Property District, Cróna Esler. As well as discussing our upcoming event, PRISM, Camille spoke about -

• Eirmersive’s origins & mission

• Sector size & evidence

• National policy & advocacy

• Funding Gaps

• Membership & Ecosystem

• Immersive impact & examples

  • Key differentiator: spatial, six-degrees-of-freedom presence (experience 3D in 3D, not via 2D screens).

  • Training claims: higher impact and retention vs video due to experiential learning (even “false memories” that reinforce skills).

  • Examples: PlaceEngage (AR for built environment), Innovision (wind energy scale/visibility demos—on/offshore).

Watch the full interview here…

Kevin O’Donovan is a prolific Technology Evangelist who bridges the gap between tech hype and tech reality. His technology advisory company is focused on the intersection of technology and the Energy Industry, Digital Twin, Industrial AI and the Industrial Metaverse. So it was a pleasure to be interviewed by Kevin about Eirmersive’s PRISM summit at DkIT on October 29th.

Over the course of a 12 minute conversation Eirmersive CEO Camille Donegan spoke to Kevin about the purpose and ambition of the event. A few quotes noted by Kevin below -

“PRISM is about bringing together industry leaders, researchers, innovators, and potential adopters to explore and and demonstrate how immersive technologies, so that's virtual reality, augmented reality, etc ... And complementary technologies like digital twins and AI are being applied and adding value in the real world. And that's what makes PRISM special, we believe ... it's not about abstract conversations or hype ... it's very focused on use cases and outcomes."

See the full interview with Kevin…

The final review has taken place of a 12-month pan-European collaboration on advancing new AI modalities in XR for the cultural heritage, with a report of VAARHeT, a pan-European applied research collaboration between Germany, Latvia and Ireland.

Eirmersive member XR Ireland worked with Cordula Hansen, Eva Koljera and members of Āraišu Ezerpils Archaeological Park and XYZ Technical Art Services on integrating new AI in XR and interactive immersive implementations in Āraišu Ezerpils Archaeological Park in Latvia.

XR Ireland’s Head of XR Technologies, Guillaume Auvray issued his thanks to the former Irish Ambassador to Latvia, Eimear Friel, Cēsis deputy Mayor Inese Suija - Markova, Katrina Zarina from the Latvian chamber of Commerce, the Latvian TV, local newspapers and other high level representatives for their presence and feedback to the teams. And he expressed special gratitude to David Toolan, for work that included the video report below.

Earlier this year Eirmersive hosted a members-only Lunch and Learn webinar exploring the vital topic of Intellectual Property (IP) in the immersive technology space. Led by legal expert Gemma Forde of Byrne Wallace Shields (and Eirmersive Director) and entrepreneur Declan Fahy co-founder at HoloToyz (an Eirmersive member) the session offered both theoretical and practical insights into how IP can be developed, protected, and leveraged for growth.

1. Types of IP Explained Gemma Forde broke down the key categories of IP relevant to creative and immersive industries:

• Copyright: Protects original works like code, music, and visual content.

• Trademarks: Safeguard brand identifiers such as logos and slogans.

• Patents: Cover novel inventions and technical processes.

• Industrial Designs: Protect the aesthetic aspects of products.

• Trade Secrets: Include…

'The Next Innovation' podcast from Enterprise Ireland, explores the latest technological and business innovations in Ireland, and how they are making a global impact. The podcast focuses on emerging and potentially disruptive developments across a wide range of sectors including AI, medtech, sustainability, automation and Extended Reality (XR, or as we call it here at Eirmersive - Immersive Technologies)

In a recent episode entitled, ‘Is the Future of Storytelling Extended Reality’, host Samantha Murphy Kelly explored “the immersive world of Extended Reality and how it’s reshaping storytelling, art, and technology”. The episode featured EI client and Eirmersive member Janet Beck, CEO of Glasseye who spoke about the growing industry of immersive storytelling and the impact this technology can have on consumers and corporations.

The episode also featured our own Camille Donegan, who described the power of immersive storytelling to Samantha.

“From empathy-building VR to real-time audience engagement, this episode reveals why XR may be the future of…