Augmented reality (AR) technologies, once confined to gaming, are now empowering businesses to tackle challenges like climate change, demographic shifts, and more. For instance, AI powers advanced computer vision for accurate object recognition and personalized AR interactions. At the same time, IoT provides real-time data from connected devices, allowing AR to adapt to its environment and offer smarter, more interactive experiences. These enabling technologies are revolutionizing AR’s operations, making it smarter, more intuitive, and deeply immersive.
Why you should read this report?
- Gain insights into the top AR innovations impacting businesses
- Discover 30+ augmented reality (AR) application areas
- Learn about 10+ innovative startups offering breakthrough solutions
Key Takeaways
- Tackling Climate Change
- Use Cases:
- Sustainable Tourism
- Climate Change Education
- Carbon Footprint Tracking
- Startup to Watch: pimento formate
- Use Cases:
- Rapid Urbanization
- Use Cases:
- Urban Planning & Design Visualization
- Augmented Public Transport Navigation
- Environmental Impact Simulations
- Startup to Watch: Vizonare
- Use Cases:
- The Energy Transition
- Use Cases:
- Energy Flow Visualization
- Maintenance Training
- Interactive Energy Efficiency Modeling
- Startup to Watch: 3Spin Learning
- Use Cases:
- Future of Mobility
- Use Cases:
- In-Vehicle Navigation Systems
- Public Transport Augmentation
- Maintenance and Repair Guidance
- Startup to Watch: Varcus
- Use Cases:
- The Hyper-Connected World
- Use Cases:
- AR Shopping Experiences
- Immersive Remote Collaboration
- Personalized Information Overlays
- Startup to Watch: Urban Tech Creative
- Use Cases:
- Rise of technology and industry 5.0
- Use Cases:
- Maintenance and Repair Guidance
- Manufacturing Process Visualization
- Enhanced Training Simulations
- Startup to Watch: Nakamir
- Use Cases:
- Shifting Economic Trend
- Use Cases:
- Virtual Try Ons
- Enhanced Consumer Insights
- Real Estate Visualization
- Startup to Watch: Euphoria
- Use Cases:
- Innovating to Zero
- Use Cases:
- Emissions Monitoring
- Manufacturing Waste Reduction
- Safety Compliance
- Startup to Watch: Gate Zero
- Use Cases:
- Health and Wellness Evolution
- Use Cases:
- AR Fitness Programs
- Medical Procedure Visualization
- Wellness and Mental Health Apps
- Startup to Watch: MindsView Technologies
- Use Cases:
- Uncertain Geopolitical Future
- Use Cases:
- Crisis Simulation and Training
- Border Security Training
- Cultural Education
- Startup to Watch: MXR Tactics
- Use Cases:
- Fracturing World
- Use Cases:
- Cross-Border Communication Support
- Remote Collaboration Workspaces
- Crisis Management
- Startup to Watch: XRAI
- Use Cases:
Augmented Reality Technology FAQs
How is AR used in business?
How We Identify Emerging Technologies & Startups
The data in this report originates from StartUs Insights’ Discovery Platform, covering 4.7 million global startups, scaleups, and technology companies, alongside 20,000 emerging technology trends. Our platform makes startup and technology scouting, trend intelligence, and patent searches more efficient by providing deep insights into the technological ecosystem. Utilizing the trend intelligence feature, we analyze industry-specific technologies for this report, detect patterns and trends, and identify use cases along with the startups advancing these areas. Further details and capabilities are accessible via the website.
10 Top Ways Augmented Reality Advances Businesses [2025 & Beyond]
1. Tackling Climate Change
By reducing material waste, and advocating the use of energy-efficient products, while improving product design through 3D modeling, AR is combating climate change. AR-enabled remote assistance reduces carbon emissions by minimizing travel for experts during infrastructure maintenance. Additionally, AR supports energy audits by overlaying real-time consumption data, allowing professionals to identify and address inefficiencies instantly. These technologies drive sustainable operations, enhance collaboration, and reduce environmental impact in areas such as manufacturing, construction, and renewable energy.
3 Practical Use Cases of AR in Tackling Climate Change
- Sustainable Tourism: AR offers eco-friendly alternatives to traditional travel by minimizing physical travel and its associated carbon footprint. Geo-location technologies, AI-driven content, and AR allow users to engage with natural environments without harming them.
- Climate Change Education: AR-based educational tools immerse users in climate change effects, such as rising sea levels and pollution. This interactive experience enhances public understanding and motivates actions backed by informed decisions about energy use and sustainability efforts.
- Carbon Footprint Tracking: AR integrated with real-time data analytics and IoT sensors enables users to scan products, view environmental impact, and visualize their carbon footprint. AR thus supports behavioral change by providing users with live insights into their daily activities.
Startup to Watch: pimento formate
German startup pimento formate emphasizes sustainability by integrating CO2-reduced production processes and climate-neutral hosting into its AR projects. Their focus is on promoting the 17 Sustainable Development Goals (SDGs) through immersive experiences that educate and raise awareness about environmental issues. They support companies and organizations in showcasing corporate social responsibility (CSR) by creating engaging, interactive AR content that communicates value-driven actions transparently. Pimento Formate inspires meaningful societal change through its eco-conscious media solutions.
2. Rapid Urbanization
AR technology is increasingly an essential tool for emergency response through the overlay of real-time data that enhances situational awareness. With AR headsets and thermal imaging, connected by 5G, firefighters can see through smoke and identify hazards more quickly. Verizon is integrating 5G-powered AR into public safety systems, including providing live video feeds to save lives. AR smart glasses let remote workers connect with experts to perform complex tasks and reduce downtimes. These technologies further help in better emergency response, reduce the cost of remote assistance, and guarantee a smooth integration into the urban structure.
3 Practical Use Cases of AR in Rapid Urbanization
- Urban Planning & Design Visualization: AR overlays 3D models to assist planners or architects in visualizing proposed infrastructure. Cloud-based platforms and AI-driven simulation integrate real-time data to enable real-time feedback and support collaborations among stakeholders.
- Augmented Public Transport Navigation: AR helps commuters navigate complex urban transit networks by overlaying real-time information on users’ smartphone screens or AR glasses. This improves user experience for people unfamiliar with the city’s layout.
- Environmental Impact Simulations: Using geospatial data and environmental sensors, AR helps environmentalists simulate any changes in air quality or water levels based on proposed urban development. This offers insights into how infrastructure could affect the local environment.
Startup to Watch: Vizonare
US-based startup Vizonare offers a spatial computing platform that enables remote site visits and collaboration through mobile 3D scans and mixed reality technologies. The platform captures and shares detailed 3D models of physical spaces, facilitating real-time collaboration on projects across industries, such as events, security, facilities management, and real estate. Vizonare’s software reduces the need for on-site visits by offering immersive virtual experiences. Therefore, it enhances project efficiency through streamlined communication, and improved decision-making through precise spatial data. By offering a versatile solution for remote collaboration, Vizonare manages physical spaces more effectively and sustainably.
3. The Energy Transition
AR brings focus to efficiency and sustainability by optimizing renewable energy systems. The technology enables real-time data visualization through interactive data modeling. AR is deployed to maintain renewable energy through overlaying real-time instructions on turbines and solar panels for faster repairs. AR also enables smart grid users to visualize and optimize energy consumption in real time. For project design AR simulates large-scale renewable energy installations, improving planning and site layout. Some of the enabling technologies such as AR headsets, IoT-connected smart meters, AI-powered diagnostics, and geospatial data integration drive these solutions toward sustainable energy systems.
3 Practical Use Cases of AR in the Energy Transition
- Energy Flow Visualization: Technicians use AR overlays to see real-time energy distribution within power grids, renewable energy plants, or smart cities. AR integrates with IoT and cloud-based platforms to visualize the potential inefficiencies of interactions between renewable energy with conventional power grids.
- Maintenance Training: Trainees use smart glasses to receive interactive, hands-on guidance while working on complex energy systems. Technologies such as AI-powered simulations and real-time feedback systems guide technicians in the repair and routine maintenance tasks.
- Interactive Energy Efficiency Modeling: AR tools simulate various energy efficiency scenarios and show where energy is being lost along with the improvement. Combining big data analytics and ML algorithms, AR visualizes various energy-saving measures in real time.
Startup to Watch: 3Spin Learning
German startup 3Spin Learning offers a virtual and augmented reality platform tailored for real-time grid visualization and management, with applications in renewable energy sectors like solar and wind power. The platform provides immersive training experiences using interactive 3D models to help operators enhance their understanding of energy distribution, safety procedures, and maintenance tasks. By simulating real-world scenarios, it improves decision-making, situational awareness, and workforce preparedness. With a strong focus on sustainability, 3Spin Learning equips organizations to train employees in reducing maintenance costs and increasing efficiency, supporting a greener future in energy management.
4. Future of Mobility
AR transforms mobility space by enhancing navigation and improving vehicle maintenance, and in-car experience. In urban traffic management, the technology overlays real-time traffic data and route guidance directly onto the driver’s field of view to optimize situational awareness and safety. AR also assists technicians with step-by-step repair instructions through AR wearables. It is also utilized for improving passenger experiences. AR integrates with real-time information, entertainment, and interactive content during travel for an engaging experience. AR technologies like heads-up displays (HUDs), AR glasses, IoT sensors, and AI-powered systems are used in reshaping the future of mobility.
3 Practical Use Cases of AR in the Future of Mobility
- In-Vehicle Navigation Systems: The technology projects real-time traffic, navigation cues, and hazard warnings on the windshield through HUD, effectively reducing distractions. GPS, sensors, and advanced HUD displays are some of the enablers to improve driver awareness.
- Public Transport Augmentation: AR displays at bus stops or stations show real-time vehicle locations to assist in urban mobility planning. IoT devices with AI and AR displays offer real-time information on schedules, seal availability, and route adjustment.
- Maintenance and Repair Guidance: AR-based diagnostic tools and AR-driven wiring guidance improve operational efficiency by offering real-time guidance to technicians for diagnosing and repairing vehicles or infrastructures.
Startup to Watch: Varcus
Estonian startup Varcus develops advanced maritime solutions, including the AEGIR training platform and the ESBEN navigation system. AEGIR uses Extended Reality (XR) to simulate real-world crew operations, allowing users to engage their muscle memory through immersive, hands-on training experiences. It syncs with actual objects like vessel controls and enables multiple users to practice roles simultaneously in a shared virtual space. The platform integrates task analysis to track user performance and ensure compliance with essential operational protocols.
ESBEN, an Augmented Reality (AR) Navigation Bridge, provides a head-up display that calculates course data, monitors nearby objects, and issues warnings for dangerous situations. It offers real-time navigation assistance by factoring in environmental conditions like wind and sea state, while also collecting encrypted data from surrounding vessels via blockchain. Together, these technologies enhance maritime safety and operational efficiency by providing immersive training and intelligent navigation insights.
5. The Hyper-Connected World
In a hyperconnected world, Augmented Reality addresses challenges of data overload, communication barriers, and collaboration inefficiencies by blending the digital and physical realms. AR bridges the gap between virtual information and real-world activities. It improves customer experience by allowing them to visualize products such as furniture in their homes before making a purchase. AR leverages IoT-connected vehicle data for efficient repairs while spatial leverages AR to create virtual workspaces for remote teams and improve global collaboration. AR relies on wearables, IoT integration, and cloud processing to navigate and optimize the hyperconnected landscape.
3 Practical Use Cases of AR in the Hyper-Connected World
- AR Shopping Experience: AR relies on advancements in mobile computing, AI, and 3D modeling to allow consumers to try products virtually before buying. This engages with customers and ensures to make informed purchasing decisions.
- Immersive Remote Collaboration: Holographic avatars and shared 3D models enable teams to collaborate in real-time and make the remote meeting more engaging and effective. This innovation is powered by developments in AR headsets, 5G networks, and other advanced visualization techniques.
- Personalized Information Overlays: AR in smart glasses or mobile devices provides context-aware data such as directions, product information, navigation guidance, or shopping experience. AI-driven analytics along with AR creates a personalized user experience.
Startup to Watch: Urban Tech Creative
UK-based startup Urban Tech Creative develops an augmented reality-powered smart city engagement tool, Urban AR, that combines live and static data feeds to create interactive experiences for city planning and public spaces. The platform overlays digital insights onto physical models of towns and cities, allowing stakeholders to visualize and engage with real-time urban data. It enhances community engagement and decision-making through immersive storytelling and interactive digital frameworks. By offering scalable, modular solutions, Urban Tech Creative supports sustainable urban development and fosters deeper connections between cities and their residents.
6. Rise of Technology and Industry 5.0
With the rise of technology and Industry 5.0, AR enables human-machine collaboration by enhancing interaction between workers and intelligent machines through real-time data visualization. AR in manufacturing enables seamless machine operation, immersive training, and predictive maintenance. For example, AR wearables display machine performance data to guide workers in real time. Similarly, AR is utilized in training assembly line workers with 3D simulations, while for predictive maintenance, AR overlays diagnostics and repair instructions onto machinery. Some of the core technologies such as AR wearables, IoT sensors, AI analytics, and cloud-based platforms bring precisions in tasks like maintenance, manufacturing, and training.
3 Practical Use Cases of AR in the Rise of Technology & Industry 5.0
- Maintenance and Repair Guidance: AR visualizes instructions and historical data directly onto machinery to reduce downtime and minimize assembly errors. By integrating AR with machine learning and IoT data, workers quickly diagnose issues. Boeing for example reduced assembly errors using AR-driven maintenance systems.
- Manufacturing Process Visualization: 3D modeling software with AR enables engineers to streamline design iterations in production lines. Collaborative AR platforms with high-speed connectivity allow engineers to collaborate and visualize complex processes and prototypes.
- Enhanced Training Simulations: AR enables workers to use simulations include haptic feedback to improve skill development in a shorter period. This also empowers workers to practice complex procedures in a controlled environment with higher learning retention power.
Startup to Watch: Nakamir
US-based startup Nakamir develops the AR-powered NARA Assistant, which uses augmented reality to provide real-time, contextual instructions across various industries. The platform allows users to create 3D holographic recordings of experts and their environments, enabling rapid and intuitive training content creation without the need for developers. Learners can follow along in real time through a hands-free interface that enhances on-the-job learning experiences. By improving training efficiency and productivity, Nakamir empowers industries such as manufacturing and healthcare to streamline processes and improve workforce development through innovative AR solutions.
7. Shifting Economic Trend
As shifting economic trends push businesses towards digitization and automation, Augmented Reality helps organizations to adapt, improve efficiency, and enhance customer engagement. AR enables companies to integrate advanced digital tools into their operations, address labor shortages with immersive training, and create personalized consumer experiences. For workforce upskilling, AR provides real-time, hands-on training, as seen with Volkswagen using AR glasses for assembly line tasks. AR also enhances remote collaboration through its real-time diagnostics. In retail, AR-driven virtual app let users try makeup via AR.
3 Practical Use Cases of AR in Shifting Economic Trend
- Virtual Try-Ons: It allows customers to virtually try products such as clothing, eyewear, or makeup in real-time through their smartphones or tablets. Technologies like AI algorithms for personalization and 3D modeling for real-time rendering boost consumer confidence and reduce product return rates.
- Enhanced Consumer Insights: The consumer behavior data collected through AR is utilized for tracking users’ interaction patterns and allows brands to gain deeper insights into buying patterns. This allows for more targeted marketing and product development.
- Real Estate Visualization: AR enables virtual property tours and real-time design alterations. Platforms like PropVR allow prospects to visualize interior layouts or home renovations before purchasing. This reduces uncertainty in buying decisions and offers a dynamic experience.
Startup to Watch: Euphoria
Nigerian startup Euphoria develops Euphoria AR, a SaaS platform that enables brands to create immersive augmented reality shopping experiences without requiring coding expertise. The platform allows customers to interact with products in 3D, try them on virtually, and explore them through AR, bridging the gap between digital and physical shopping. This technology enhances brand storytelling and customer engagement, turning shopping into an interactive journey rather than a transactional activity. Euphoria aims to revolutionize e-commerce by fostering deeper connections between brands and consumers through innovative AR solutions that elevate the online shopping experience.
8. Innovating to Zero
Augmented reality significantly contributes to achieving zero emissions, waste, and accidents by leveraging enabling technologies like IoT devices, AR wearables, 3D modeling software, and AI analytics. For example, AR optimizes energy consumption by monitoring real-time emissions data and simulating energy-efficient designs before construction. It also reduces waste in manufacturing by guiding workers with real-time assembly instructions, as Audi does to minimize material wastage. Similarly, AR also enhances safety by providing hazard warnings and protocols to prevent mishaps like construction accidents.
3 Practical Use Cases of AR in Innovating to Zero
- Monitoring Emissions: AR enables real-time monitoring of energy usage and emissions for better energy efficiency. For instance, AR in its smart factories allows workers to adjust machinery, reducing emissions and improving sustainability efforts through real-time insights.
- Reducing Waste in Manufacturing: AR guides workers with real-time data during complex tasks. By using AR for real-time data overlays during assembly processes significantly cuts down on errors. This minimizes reduce production waste and enhances overall efficiency in manufacturing processes.
- Increase Safety Compliance: AR provides real-time safety guidance and simulates hazardous scenarios for training. oil giants utilize AR to train oil rig workers to practice safety protocols in virtual environments. Therefore, reducing workplace accidents and improving safety compliance.
Startup to Watch: Gate Zero
Turkish startup Gate Zero develops an augmented reality-powered mobile app designed for waste sorting and sustainability training in workplaces. The app uses gamification and interactive AR experiences to guide employees through proper recycling practices, enhancing engagement and fostering environmentally friendly behaviors. Key features include real-time feedback, progress tracking, and leaderboards to encourage competition and drive participation. The platform also generates comprehensive reports on sustainability efforts, helping companies measure their environmental impact and promote green initiatives. Gate Zero enables businesses to cultivate sustainable practices while improving corporate social responsibility and employee engagement.
9. Health and Wellness Evolution
Augmented reality aligns with the increasing focus on mental well-being, physical fitness and accessibility to advanced medical care. This technology brings innovation in healthcare by allowing healthcare professionals to visualize complex data and plan surgeries through immersive real-time solutions. For instance, AR headsets like Microsoft HoloLens allow medical students to explore 3D anatomical models and aid doctors in planning surgeries with precision. Similarly, AR rehabilitation programs provide interactive patient exercises with real-time feedback, while it also improves remote consultations by overlaying digital vein visualizations.
3 Practical Use Cases of AR in the Health and Wellness Evolution
- AR Fitness Programs: AR offers immersive workout environments where virtual coaches use gamified challenges for fitness programs. This approach encourages consistency and enjoyment in workouts through long-term engagement. FItXR allows its users to exercise in unique environment.
- Medical Procedure Visualization: AR tools enable medical professionals to overlay 3D models of patient’s internal organs during surgeries. This improves the accuracy of procedures such as biopsies and aneurysm repairs.
- Wellness and Mental Health Apps: AR enables virtual therapy sessions where patients confront fears or practice relaxation therapies. It creates AR driven environment to treat conditions from the comfort of the patient’s home.
Startup to Watch: MindsView Technologies
Israeli startup MindsView Technologies develops AR-powered glasses for remote patient monitoring, utilizing its ARNet system to connect healthcare providers with remote experts in real-time. The platform features Tele-Video AR glasses that allow experts to pan, zoom, and mark areas of concern for precise guidance. Designed for cost-effective deployment in healthcare systems, particularly in developing countries, the system reduces consultation errors while enhancing situational awareness. By offering an affordable, scalable solution, MindsView aims to improve medical decision-making and reduce errors in fast-paced environments like emergency rooms and first responder situations.
10. Uncertain Geopolitical Future
Augmented Reality (AR) navigates the challenges of the current geopolitical landscape by enhancing security, facilitating remote collaboration, and improving crisis management. AR assists border security teams in monitoring threats by overlaying real-time data onto geographical landscapes using IoT and AI-driven situational awareness. The technology also enables immersive training for military and defense through 3D simulations and makes them mission-ready. During crisis management, AR emerges as a disaster response tool that utilizes drones and apps to overlay affected areas in real-time and optimizes evacuation routes. Some of the enabling technologies, such as AR headsets, IoT sensors, AI analytics, and 3D modeling for situational awareness and coordination.
3 Practical Use Cases of AR in the Uncertain Geopolitical Future
- Crisis Simulation and Training: AR simulates real-world crisis scenarios to train military and civilian personnel for complex geopolitical situations. Such platforms use detailed landscapes and real-life incidents to train stakeholders for rapid decision-making under pressure.
- Border Security Training: It includes utilizing head-mounted AR displays along with a platform to create virtual environments to allow border personnel to access real-time data and visual cues during simulated missions. The combination of 3D mapping, geospatial data from drones, and real-time video feeds enhances situational awareness.
- Cultural Education: AR facilitates cultural education by promoting understanding and empathy. Users engage with cultural scenarios through interactive simulations, NLP, and AI-driven feedback. Mobile AR apps and wearable AR devices facilitate such learning experiences through augmented storytelling and interactive simulations.
Startup to Watch: MXR Tactics
Austrian startup MXR Tactics develops an advanced augmented reality training system for law enforcement and military personnel, combining AR, artificial intelligence, and real-time tracking. Its platform creates realistic and dynamic scenarios that enhance situational awareness, de-escalation techniques, and environmental control training. The system is designed for flexibility and can be quickly set up in various locations, offering tailored training without the need for physical resources. By integrating AI-operated opponents and real-time data measurement, MXR Tactics helps professionals improve their skills efficiently and effectively.
11. Fracturing World
Augmented Reality in the fracturing world driven by rising geopolitical and economic divisions bridges the gaps by providing real-time data overlays, virtual elements, and immersive experiences. To address the challenges of multilingual communication, AR offers real-time translation, as seen with Google Translate AR, which instantly translates text via smartphone cameras. This fosters cross-border collaboration, exemplified by Spatial’s virtual workspaces that enable seamless teamwork in global markets. Additionally, AR supports crisis response by offering real-time mapping, helping organizations like UNHCR to optimize humanitarian aid efforts.
3 Practical Use Cases of AR in the Fracturing World
- Cross-Border Communication and Language Support: AR facilitates real-time translation by overlaying translations onto physical text, breaking down language barriers in divided regions. Google’s AR Translate uses AI-powered text recognition and translation to help users understand signs, documents, and menus in foreign languages, enhancing communication.
- Remote Collaboration and Virtual Workspaces: AR creates immersive virtual workspaces, enabling global teams to collaborate in real time. Microsoft HoloLens uses 3D modeling and cloud-based collaboration tools to let workers interact in shared AR environments, improving communication and reducing travel in fragmented economies.
- Crisis Management and Humanitarian Aid: AR provides real-time data visualization to enhance disaster response. UNHCR’s AR tools map refugee movements and infrastructure damage, using real-time mapping and IoT sensors to allocate resources efficiently and improve crisis management in politically unstable regions.
Startup to Watch: XRAI
UK-based startup XRAI delivers real-time language translation and transcription solutions through its platform, combining extended reality and artificial intelligence. Its technology supports over 140 languages and dialects, allowing seamless communication during events, meetings, and public interactions. By integrating with smart glasses, mobile devices, and desktops, XRAI provides fast and accurate multilingual subtitles, enabling global connectivity and accessibility. Key features include real-time streaming, speaker identification, and customizable experiences, all aimed at enhancing communication, reducing language barriers, and fostering inclusive interactions across diverse settings.
Impact of Augmented Reality
Patents & Grants
The augmented reality sector demonstrates a strong focus on innovation, with over 35000 patents and more than 5000 grants driving technological advancements. These numbers highlight a solid commitment to research and intellectual property, fostering an environment that accelerates new developments in both hardware and software.
Investment Landscape
Investments in augmented reality remain robust, with key players like Techstars, Y Combinator, and Hype Sports providing early-stage funding. Seed rounds, incubator programs, and Series A investments dominate the landscape, with an average funding amount of USD 12 million per round. This financial support drives rapid prototyping and scaling of new AR applications.
Global Footprint
The global reach of the AR industry extends across key markets, with the US, India, UK, Germany, and Canada leading in innovation. Cities such as London, New York City, San Francisco, Bangalore, and Singapore serve as major hubs, creating interconnected ecosystems that support industry growth and cross-border collaboration.
Leverage Emerging Augmented Reality Technologies
Act now on emerging AR use cases to future-proof your business. With StartUs Insights, you swiftly discover hidden gems among over 4.7 million startups, scaleups, and tech companies, supported by 20K+ trends and technologies. Our AI-powered search and real-time database ensure exclusive access to innovative solutions, making the global innovation landscape easy to navigate.
Trusted by industry leaders like Samsung, Nestlé, and Magna, we provide unmatched data, a 360-degree industry view, and data-driven intelligence for confident strategic decisions. Leverage our innovation services to optimize costs, streamline operations, and stay ahead of the curve. Get in touch today to explore how our comprehensive innovation intelligence can drive your success.
Discover All AR Innovations & Startups!