In this episode of the Decoding innovation podcast series, UrsaLeo Co-founder and CEO John Burton shares the company's journey and how XR technologies are changing industries and the world. With companies across industries generating ever-increasing amounts of data, a question emerges: How do you leverage this data to enhance the quality and improve sustainability? The wide adoption of virtual reality (VR) and augmented reality (AR), and the emergence of the metaverse are pointing toward the increasing enthusiasm for immersive 3D technologies. Combining a realistic 3D environment and real-time data generated by industrial equipment and facilities could change the way data is visualized and presented to stakeholders. By employing digital twins, organizations get a better understanding of the performance of their products, do better analyses, identify potential anomalies and improve collaboration. Increasing sustainability discussions in board rooms are also considered to be a driving force of immersive technology. XR technologies are gaining momentum and interest, and they are predicted to be ubiquitous across sectors. John Burton, CEO and Co-founder of UrsaLeo, a 3D platform that creates photo-realistic digital twins, dissects the evolving trends in the field and shares his insights on the impact of immersive technology. Key takeaways: XR technologies offer an immersive 3D environment that enhances the data generated by companies. This feature offers a new trajectory in data visualization — from viewing complex 2D real-time data to a more realistic 3D experience. The increasing adoption of virtual and augmented reality technologies is encouraged by C-suites. With XR technologies, they can view data in a much more interesting and understandable way.  One of the challenges faced by XR companies is the sourcing of data from multiple technologies, as these data streams will have to be combined and translated into a single format.