ETH Zurich hosted a groundbreaking Scientific Exchange on Mixed Reality applications from August 29th to 31st, bringing together 25 leading scholars from around the world.

The Department of Management, Technology, and Economics (D-MTEC) and the Chair of Technology Marketing organized this inaugural event, with generous support from the Swiss National Science Foundation (SNSF). The exchange focused on innovative applications in Marketing and drew experts from Europe, Asia, the United States, and Switzerland. Set against the backdrop of the picturesque Villa Hatt, this gathering provided a platform for open dialogue on the latest advancements in Mixed Reality technologies, including Augmented Reality (AR) and Virtual Reality (VR). The event underscored the critical role of international collaboration and cross-disciplinary innovation in these fast-evolving fields.

What unfolded during the event?
The conference kicked off on Thursday with an inspiring keynote by Reto Senn, CTO of Bitforge AG. Senn captivated the audience with insights into the latest AR and VR technological advancements, highlighting how businesses are harnessing these tools to create value. He emphasized that while the technology is market-ready, it’s essential to address real customer problems that these technologies can solve more effectively than existing methods.

Senn’s presentation set the stage for a series of dynamic brainstorming sessions, igniting discussions and sparking ideas among participants. The second day featured eight cutting-edge research presentations, covering a wide range of topics, including decision-making processes, avatar evaluation, product perception, and self-identity in virtual environments. After intense discussions and valuable feedback, participants enjoyed a scenic excursion to Zurich’s Uetliberg mountain, followed by a memorable dinner at Kulm, where breathtaking views of Zurich further fostered camaraderie and the exchange of ideas.

Conference Outcomes
This conference was a significant milestone in advancing research and collaboration in Mixed Reality applications. It laid the groundwork for future bilateral and group collaborations, leveraging ETH’s technical expertise to push the boundaries of AR and VR research in the coming years.

A heartfelt thank you to Dr. David Finken, alongside Dr. Ertugrul Uysal and Prof. Dr. Florian von Wangenheim for bringing this conference to life and to the Swiss National Science Foundation (SNSF) for their vital support.