AWE 2025: Augmented Reality’s Mainstream Moment Driven by AI and XR

The Augmented World Expo (AWE) 2025, held from June 10 to 12 at the Long Beach Convention Center, marked a significant milestone in the evolution of augmented reality (AR) and extended reality (XR). This year's event attracted over 5,000 attendees and featured 250 exhibitors, showcasing the growing integration of AI technologies within the XR space. AWE’s co-founder Ori Inbar opened the event with a bold statement: "XR is going mainstream," emphasizing that advancements in hardware and AI have finally aligned to create a robust market for XR applications.

Inbar's keynote highlighted a pivotal shift in XR development, urging developers to transition from theoretical frameworks to practical implementations. He noted, "The hardware is good enough, the tools are mature, and AI has lowered the barrier to entry," during a session that reflected a collective optimism about the future of XR technology.

Among the highlights of the expo were keynotes from industry leaders including Google and Snap. Google's Justin Payne introduced Android XR, a new operating system aimed at unifying headset and glasses development across various hardware platforms, including Qualcomm and Samsung. This initiative is expected to streamline development processes for XR applications, particularly with the integration of AI functionalities through Google's Gemini platform.

Snap Inc. CEO Evan Spiegel announced the forthcoming release of consumer-ready Spectacles, set for 2026. Spiegel emphasized Snap’s commitment to enhancing human-computer interaction through spatial AI and shared gaming experiences. With over $3 billion invested and more than 4 million lenses available, Snap aims to redefine mobile AR usability.

The event also showcased emerging technologies from companies like XREAL and Qualcomm. XREAL’s Chi Xu unveiled Project Aura, an eyewear product designed to leverage Android XR, while Qualcomm demonstrated its AR1+ Gen1 chipset, which integrates AI processing capabilities for smart glasses. Qualcomm's Senior Vice President Ziad Asghar described this innovation as a transformative step in wearable computing, stating, “It’s time to build AI glasses that can stand alone.”

AWE 2025 emphasized the importance of enterprise applications for XR, which now comprise 71% of the market. This shift was evident in the numerous demos targeting sectors such as logistics, training, and spatial planning. The expo also featured the AWE Playground, a space dedicated to interactive experiences and social XR games, enhancing the community aspect of XR technology.

The event concluded with the announcement of the Auggie Awards, recognizing excellence in XR innovation across various categories. Ten new inductees were honored into the XR Hall of Fame, celebrating individuals who have significantly contributed to the industry’s growth and development.

As AWE 2025 showcased, the convergence of advanced hardware, AI, and a maturing developer ecosystem indicates that XR is not just a fleeting trend but a fundamental shift in how technology integrates into everyday life. Industry experts suggest that as these technologies continue to evolve, we can expect a broader acceptance and utilization of XR solutions across numerous fields, hinting at a future where augmented and virtual realities become commonplace in both professional and personal environments.