eXtended Reality (XR) that includes AR and VR technologies have been silently disrupting the gaming industry for more than a decade. In the recent past, the tech has gained some traction in the education and training space. Today, however, COVID-19 with its mandates of social distancing and less to no physical interactions has accelerated adoption for XR. The tech is virtual, contactless, and delivers outstanding brand experiences - perfect for the new normal that multiple industries like retail will benefit from.