Our experience of reality is about to change. XR, which incorporates augmented and virtual reality, has shifted from a niche technology to consumer prime time. Now the question is how do we start to design compelling experiences, commercial partnerships and digital ecosystems to unlock the potential of this new medium. XR will change everything from the way we build digital retail stores to how a meeting planner might envision the space for a live event. My guest, Raffaella Camera, is working closely with a number of global brands and organizations to bring some of these ideas to life. A trained concert pianist and award-winning content creator, Raffaella Camera is the Global Head of Innovation & Strategy at the Accenture Extended Reality (XR) practice.