Explained · 60 second read

The only question is:
how much of the real
world can you still see?

In short: AR adds digital content on top of the real world you can still see, MR does the same but the content reacts to the real room and can hide behind real objects, and VR blocks the real world out and replaces it with a digital one. Move the slider below and watch the same room change.

AR · augmented reality Hidden by the real table it knows the room's shape Sits on top of the view real room fully visible The real room is gone all of this is digital
Real world visible 100%
All of itMost of itNone of it

AR. The real room is fully visible. A digital marker is drawn on top of the picture, but it does not know the table is there, so it never goes behind anything.

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Side by side

Three realities, three devices

What you wear or hold decides what you get. Here is each one with an everyday example you already know.

AR · augmented reality A phone camera, or simple glasses, draws digital content over the live view.
You seeThe real room, plus something added on top of it.
Good forReaching a lot of people fast, try-ons, packaging, posters.
You know it asSnapchat and Instagram face filters.
the room is scanned first
MR · mixed reality Glasses or a pass-through headset scan the room, so content can react to it.
You seeThe real room, plus content that bumps into it and hides behind it.
Good forThings that need to feel physically present in your space.
You know it asA digital pet that walks behind your real sofa.
no view of the real room
VR · virtual reality A headset covers your eyes and shows a digital world instead of the real one.
You seeOnly the digital world. The real room is blocked out.
Good forTraining, showrooms, and anything that needs full attention.
You know it asA gaming headset you strap to your head.
The word people throw in

So what is XR then?

XR is not a fourth thing. It is just the umbrella word that covers all three at once, useful when you mean any of them.

XR · extended reality

ARAdded on top
MRReacts to the room
VRReplaces the room
If you are picking one

Which one should a brand care about?

Reach is the honest tiebreaker. It comes down to what hardware your audience already owns.

AR: the widest reach The hardware is already in their pocket. A link or a lens is all it takes, no install and nothing to hand out. Start here for campaigns
MR: where glasses are going Fewer people own the hardware today, but this is the direction smart glasses are heading. Good for building early. The next few years
VR: deepest, smallest Holds attention like nothing else, but somebody has to own the headset or you have to supply them on site. Events and showrooms

Want the longer, technical version? Read AR vs MR vs spatial computing →

Or compare the hardware: smart glasses vs VR headsets →

Not concept art. Shipped work.

Three of these, built for real

House of the Dragon AR campaign for HBO
House of the Dragon
AR on a phone
 Chester Zoo WebAR trail
Chester Zoo
AR from a link
 Noodle spatial AI workbench on Snap Spectacles
Noodle
MR on smart glasses
Now you can tell them apart

Describe what you're picturing.
We'll tell you which one it actually is.

Still fuzzy on AR? Start here Smart glasses The long read on AR
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6 years directing AR campaigns, official Snap & TikTok partner. Replies within 48 hours.

Quick answers

What is the difference between AR and VR?

AR keeps the real world visible and adds digital content on top of it, through a phone camera or a pair of glasses. VR blocks the real world out completely and replaces it with a digital one, using a headset you wear over your eyes.

What is mixed reality?

Mixed reality, or MR, keeps the real room visible like AR does, but the digital content understands the shape of the room. A digital ball can roll under your real table and be hidden behind it, instead of just floating on top of the picture.

Is XR the same as VR?

No. XR (extended reality) is an umbrella word that covers AR, MR and VR together. It is not a fourth kind of technology. If someone says XR, they mean all of them, or they have not decided which one yet.

Which is better for a brand campaign, AR or VR?

AR reaches far more people, because the hardware is already in their pocket and a link or a Snapchat lens is all it takes. VR needs a headset the audience owns or that you supply on site, so it suits events and showrooms rather than mass reach.

Do smart glasses count as AR or MR?

Both, depending on the pair. Simpler glasses show flat information in your view, which is AR. Glasses that scan the room and place content that reacts to real surfaces are doing MR. Newer smart glasses are moving from the first towards the second.