Advisory Groups

XR Enterprise Advisory Group

Shifting the image of XR towards a valuable enterprise tool.

Transforming Perceptions Towards XR for Enterprise

The XR Enterprise Advisory Group consists of a number of industry experts working to get companies started in XR. From studios working on virtual training tools, to creating collaborative tools in a virtual space, all group members are working to overcome traditional challenges with a modern solution. This group will make this process easier through a combination of reports, best practices & guidelines.

The core remit of this group is to explore the potential for virtual and augmented reality to transform business as we currently know it. Publically shared and distributed best practices and guidelines will encourage enterprise to make the leap into XR, and change public perceptions of the technology to a valuable enterprise too.

Our Panel Members

Sam Watts   Director of Immersive Technologies, Make Real

Advisory Group Chair

Sam is the leading evangelist for immersive technology and validation of their use cases within enterprise, entertainment and location-based installations for Make Real, a studio based in Brighton, UK. Fostering relationships and partnerships with all leading hardware manufacturers keeps Make Real, their clients and partners ahead of the game. Internally Sam runs and heads up the Make Real R&D team, The Drawing Board and maps out external comms to drive awareness of activities.

Sam is a passionate commentator on the emergence of XR, regularly speaking at industry events.

Marryam Chaudhry Founder and CEO, XR 2 LEAD

Advisory Group Deputy Chair

Marryam is the CEO/Founder of XR 2 LEAD, an immersive learning solutions company.  She is a tech savvy professional and a witty, gritty, no drama mama with 23+ years of experience. Her obsession with AR & VR, combined with her expertise is in the area of learning, coaching, change management, leadership development and instructional design, has opened up an exciting new era of immersive learning that is fun and effective. Her focus is on exploring the creative potential of upskilling and reskilling the workforce through AR & VR, along with making an impact in the travel/tourism, water infrastructure, military and defense sectors.

Prior to XR 2 LEAD, Marryam had founded a very successful training & HR consultancy firm and was exclusively featured in an international women’s CEO magazine for her work. She has worked with clients Nestle, Haier, Pepsi, Tetra pack, USAID, Volvo and Nissan, as well as public sector organizations. She has authored an audio/ visual learning program for “Developing a High-Performance Mindset” and was nominated for “The Global Training and Development Leadership Award” in 2017, by the World Training and Development Congress governed by the Global Advisory Council.

Amy Peck  Sr. Director Enterprise, HTC Vive

Amy lives and breathes Virtual & Augmented Reality, particularly for enterprise, education & entertainment. She works with mid-market and enterprise companies looking to integrate AR/VR solutions.

From healthcare, education, retail, hospitality and entertainment to government and industrial use cases, Amy’s personal goal is to bridge the gap between the leading edge tech and her clients ready to adopt the myriad solutions in the AR/VR stratosphere. 

Joanne Lan  Co-Founder, UltraREM

Joanne Lan is one of the Co-Founders for UltraREM | Virtual Reality Training & Management solutions. 💡Transforming complex ideas into Virtual Reality to forge effective learning and memorable brand experiences.

“As a child, I loved forging my imaginative ideas into 3D paper models. Little did I know that one day, I would be helping businesses bring their ideas to (virtual and extended) reality with 3D interactive models!

My intrinsic drive to create and learn led me to VR, where immersive creations enhance learning experiences and business can benefit greatly.

After working as a business analyst and marketing manager for over 14 years combined, I know very well the importance of creating lasting impressions.

Lasting impressions significantly impact learning experiences and increase engagement, sales, and brand awareness.”

George Sims  Co-Founder & CSO,

George is the co-founder and architect of, an Enterprise grade XR communication platform.  He is obsessed with adoption and user experience, having spent the last 15 years consulting and designing video communication systems for some of the worlds largest organisations; George now spends his time advising Enterprise customers on how to blend XR technologies into their existing business communication portfolio.  

Mark Baxter  Managing Director, Digitalnauts 

Mark Baxter is the Managing Director of Digitalnauts, delivering epic Virtual Reality Training to the world’s leading organisations! 🚀 

Digitalnauts helps companies achieve real business impact by giving them the technology and expertise to strategically implement VR training across their organisation.

Throughout our years of experience working with some of the world’s leading organisations, we recognised that for most companies adopting new technologies feels like a leap in the dark. In order to shed light on the unknowns of VR adoption, we developed a structured approach to sustainably implement VR at scale and deliver superior business results.

Goncalo Atunes Marketing Lead, Masters of Pie

Gonçalo is the Marketing Lead at Masters of Pie, a software company that creates XR collaboration solutions for Enterprise. The software development kit developed by the company, called Radical, integrates with native enterprise software applications enabling real-time collaboration and secure sharing of complex 3D data like Digital Twins across XR, Desktop, and Mobile devices. To date over 200 global leading companies have licensed the technology across a variety of sectors including Automotive, Manufacturing, Aerospace, and Defence. As a Marketing Lead, Gonçalo is responsible for identifying opportunities and helping global organisations rolling out XR collaboration initiatives. Prior to this role, Gonçalo has worked in different marketing roles for B2B software companies in Telecom and HRTech industries.


Craig Yu, Assistant Professor & Director, George Mason University | DCXR

Lap-Fai (Craig) Yu is an Assistant Professor in Computer Science at George Mason University, where he leads the Design Computing and Extended Reality (DCXR) group. He works on computer graphics, vision, human-computer interaction, and virtual reality, particularly in virtual reality-based training and AI techniques for computational design. He is the lead inventor of Make-it-Home (SIGGRAPH 2011), a pioneering system for automating interior design and virtual world generation. He obtained his Ph.D. degree in Computer Science from UCLA with an Outstanding Recognition in Research Award. His research has been featured by New Scientist, the UCLA Headlines, and the IEEE Xplore Innovation Spotlight; and has won Best Paper Honorable Mention Awards at 3DV and CHI conferences. He received an National Science Foundation CRII award and an CAREER award for his research in computational design and virtual reality.

Mickey Adler XR Strategist / Consultant

Mickey started his XR career in 2016, heading up business development of the EMEA region for AwakenVR. During his time there, he worked on HMD VR and mobile AR projects for the likes of Warner Brothers (DC Comics), Diageo, Seychelles Tourism, and Rugby South Africa.

Since then, he has spent the last five years developing himself as an XR strategist, enabling companies to understand, adopt and implement immersive technology solutions. His expertise spans the likes of enterprise workforce productivity (MR), workforce training (VR), experiential marketing (VR & mobile AR), and immersive retail solutions (VR & mobile AR).

He has consulted and given talks on the adoption and implementation of XR to a plethora of companies, including PWC Canada and The Business of Gaming Forum. Find out more about Mickey and his XR expertise at

Join an advisory group and have your voice heard within the immersive industry.

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