When people talk about the metaverse, they tend to think of a fully immersive reality entered through a video headset.

But there is another, technologically closer part of the broad field of extended reality (XR) that has far more uses today, particularly in retail, and particularly when enhanced with artificial intelligence (AI).

Augmented reality (AR) technology already works and is already in use as a virtual “try before you buy.”

AI-enhanced web AR from retailers like Ikea lets you pick up a piece of furniture, look through your mobile phone screen as it takes a live image of a room in your home, and see that piece of furniture superimposed, allowing you to try various models and colors. Or see how a piece of clothing looks on you.

Beyond that, consumers are…