When the Occulus first came out, I went to a friend’s house to try it. Painting huge swaths of virtual paint as big as a building and playing video games that tricked my brain into thinking that I was falling off of a bridge was dizzying – literally. The business use case for VR that was being touted at the time was video conferencing. Of course, I went into a video chat room and experienced groups of random people putting their arms through the wall, changing their faces, and learning how to write with a marker in the space in front of their avatar. It was chaos.
The pitch was that these meetings would come across as a more in-person experience, so conferences and large gatherings could happen online. Collaboration would be not only possible, but simplified. But that outcome never materialized, with reasons somewhere in between a bad user experience and companies not willing to invest in the hardware
Google’s latest update to Project Starline called Google Beam is giving VR-augmented meetings another go – aspiring to make remote conversations feel more like an in-person interaction.
Using AI and 3D imaging, Beam’s goal is to bring back the nuance we’ve lost in video calls: body language, natural eye contact, and the gravitas of being present in person. As someone who’s sat through a LOT of glitchy video meetings, I admire the gestalt of the goal but just like the re-introduction of Google Glass, I have some healthy doubts.
Where Google Beam Could Be a Game-Changer
1. Team Collaboration That Feels Like You’re in the Room
Scenario: You’re part of a product design team split across time zones. Normally, you’re sharing screenshots, or playing video screen shares over a limited-bandwidth video connection. Beam would combine the capabilties of VR chat in a more familiar framework. Using a video conferencing interface combined with virtual objects that appear to render in real space.
This could make remote brainstorms, pitch reviews, and prototype sessions way more fluid.
2. A More Human Telehealth Experience
With a more robust visual representation, a healthcare practitioner could have a better emotional connection with the patient, causing a better experience for the patient and more information for a practitioner to use in their diagnostic process.
That could build more trust—and better outcomes.
3. High-Touch, High-Ticket Customer Service
Scenario: You’re selling high-end kitchen remodels. With the AI and spatial capabilities baked into the system, you could offer “face-to-face” consultations that walk potential customers through design options in 3D. Showing a client a spatial representation of the proposal will have a much bigger impact.
That kind of presentation can build trust and convert leads.
Are We Fully Jetson-ized Now?
1. Not Ready For Prime Time
Right now, Google’s Beam requires special hardware that most users aren’t going to purchase. Accessibility is going to be a real barrier, at least for a while.
2. Privacy Headaches Everywhere
Beam creates detailed 3D models of participants, which raises questions like: Who owns that data? Where is it stored? What happens if it’s hacked? Businesses managing sensitive product and IP will need to understand the implications of using the system and take appropriate steps to safeguard the data collected from their conversations – not just the content of those conversations.
3. Real Human Interaction Still Matters
Hyper-realistic video calls sound cool, but they’re not truly a replacement for being in the same room. If Beam becomes the default, we could risk overusing it in ways that dilute relationships, rather than deepen them. Tech should support connection, not substitute it.
So, Is Beam the Future?
Honestly? Maybe. It’s packed with potential, especially for industries where nuance and presence matter.
As business owners and marketers, we’ll need to ask:
- Is this tool helping us connect better—or just adding complexity?
- Are we using it intentionally—or just because it’s shiny and new?
- Can our audience actually access this kind of experience?
Google Beam could be a leap forward in how we do business remotely. But the key to making it work will be blending UI with the best of tech in a way that makes the experience natural for the user.
