Pioneering Employee Experiences with iXR

Client: Emirates Group

Partner: Amazon Web Services (AWS)

Objective: Revolutionise employee experiences using immersive digital technologies and extended reality (XR).

Challenge

As a leader in innovation within the aviation industry, the Emirates Group sought to elevate employee engagement and training, onboarding, and collaboration to new heights. The challenge was to create a scalable, immersive platform that could transform the employee experience, reflect the Group’s culture, and position Emirates as a digital pioneer.

Solution

Living.Lab helped conceptualise and strategise the Emirates Group’s collaboration with AWS to create iXR (Immersive Extended Reality), a first-of-its-kind digital platform designed to reimagine employee experiences. The platform integrates spatial computing, AI-powered photorealistic environments, and real-time 3D rendering to deliver highly engaging, next-gen training and onboarding tools for employees.

Key Features of iXR:

1. Immersive Virtual Hub:
   • A collaborative social space for employees to interact and engage with the Emirates brand.
   • Accessible across devices, including wearables, tablets, and smartphones, ensuring flexibility and convenience.
2. Cabin Crew Training:
   • Virtual classrooms with photorealistic 3D environments.
   • Detailed simulations of the A380 and Boeing 777 interiors for hands-on training.
   • Spatial audio and realistic avatars for an authentic learning experience.
3. Enhanced Onboarding:
   • A hyperreal virtual world to familiarise new recruits with the organisation, their roles, and living in Dubai.
   • Embedded support services to simplify the onboarding process.

Technology Highlights

iXR is powered by AWS’s cutting-edge AI, spatial computing, and cloud streaming capabilities, with real-time 3D tools provided by Epic Games’ Unreal Engine. Together, these technologies ensure a scalable, secure, and immersive experience for all users.

Impact

Phase One:

• Enhanced Training Efficiency: Cabin crew can explore interactive 3D environments at their convenience, improving knowledge retention and satisfaction.
• Seamless Onboarding: New recruits gain a deeper understanding of the Emirates Group and its culture before stepping into their roles.
• Fostering Community: The Virtual Hub establishes a sense of connection among employees globally.

Broader Vision:

• Emirates becomes the first airline to embed a comprehensive extended reality platform, setting a benchmark for the industry.
• The Emirates Pavilion at Expo 2020 is repurposed into a hub for innovation, aligning with Dubai’s vision for the digital economy.

Client Testimonials

Adel Al Redha, COO, Emirates Group:
“Our vision is to build a meaningful, practical, and rewarding XR capability that scales across our brands and businesses. iXR establishes Emirates as the first airline with a seamless extended reality platform connecting its operations.”

Al Opher, VP of Professional Services, AWS:
“Extended Reality is propelling the aviation industry into the future. Together with Emirates, we are revolutionising the travel industry, creating safe, immersive, and efficient experiences that raise the bar for innovation.”

Outcomes

Living.Lab’s strategic guidance has enabled Emirates to:

• Lead the aviation industry in employee-centric XR solutions.
• Transform training and onboarding processes into interactive, high-fidelity experiences.
• Position itself at the forefront of the digital economy, aligned with Dubai’s ambitions.

This collaboration between Emirates Group and AWS demonstrates how innovation and partnership can redefine industry standards, inspire cultural transformation, and deliver tangible value to employees.