Before we dive into today's newsletter,

I wanted to let you know that Bruno is currently at the UnitedXR Expo in Brussels, exploring the newest breakthroughs in immersive tech and enterprise XR.

Next week we’ll bring you a behind-the-scenes look at the most exciting innovations showcased there so you don’t miss what’s coming…

Imagine looking at a product and instantly knowing its story without touching your phone.

No search. No scan. Simply take a quick look.

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Smart glasses are moving from novelty to infrastructure.

Whether you run HR, Learning and Development, or corporate communications, one thing is becoming clear: the way people access information—inside your company and outside of it—will change. Internally, employees will expect guidance, instructions, and support to appear in real time without searching. Externally, customers will expect your products to explain themselves the moment they look at them.

Both expectations point to the same reality:

Information will live in the world, not in manuals, training videos, or packaging.

This is why decision-makers need to understand what’s coming and how to prepare.

For the last twenty years, training has lived in two formats: classrooms and screens.

Smart glasses flip that model. The task becomes the lesson. The workflow becomes the curriculum. This approach matters because it reduces the gap between “learning something” and “doing it.” Instead of teaching large training modules, companies can break knowledge into precise visual steps that appear when the employee looks at a machine, tool, object, or workspace.

This creates:

And the biggest shift is mental.

Employees no longer feel pressure to remember everything. They perform with clarity because information follows their eyes.

Once smart glasses become common, the customer journey changes.

A product like this Coca-Cola can is no longer a silent object on a shelf; it becomes an interactive layer of information. When a customer looks at a bottle, tool, machine part, or food item, they instantly see:

Customers won’t search. They won’t type. They won’t scan. They will expect truth to appear when they look. For corporations, this means product communication must shift from “claims” to evidence.

The companies prepared for this will earn trust faster than the ones hiding behind marketing language.

Today, HR teams explain processes. Marketing teams explain value. Product teams explain usage.

In an AR-driven world, explanation becomes unnecessary. People see what they need. This technique turns communication into orchestration. You design what appears, when it appears, and in what context. For training, this means designing sequences that feel intuitive, not overwhelming. For customers, it means crafting micro-messages that help them understand the product in a second, not in a paragraph.

This shift eliminates friction everywhere:

The battle for attention becomes a battle for clarity.

Companies need to start preparing their information architecture now because smart glasses won’t wait for anyone to catch up.

The moment this technology becomes mainstream, only organizations with a clean, structured information layer will move fast. This means rewriting training materials into small visual steps, mapping product information for contextual display, organizing data so AR systems can access it instantly, testing small internal prototypes so teams get used to this future, and aligning HR, training, product, and marketing around one shared structure. This isn’t about buying hardware.

It’s about reshaping how your organization stores, structures, and delivers information so you’re fluent the moment reality becomes interactive.

If you want to explore how this applies to your team, book a strategy call and we’ll walk you through what’s possible.

That’s a wrap!!

Talk soon!

Bruno Filkin
Founder, Mastermind VR