Squeezing the Juice

Hosted by JUICE Immersive

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Nov 2025

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Conversations with the XR industry's greatest trailblazers, evangelists, adopters, and disruptors to shine a light on the most powerful applications of this technology. CONNECT WITH JUICE IMMERSIVE 💻 Website - https://juiceimmersive.com 👥 Linkedin - https://www.linkedin.com/company/juice-immersive 🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592 🐦 X - https://twitter.com/juiceimmersive 📸 Instagram - https://www.instagram.com/juiceimmersive CREDITS Host: Owen Cotterell Producer: Jon Bradley Music: Dom Champion

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11 recent

November 19, 202554 min

The Future of Digital Humans | Squeezing the Juice with Rob Sims, Sum Vivas

In this episode of Squeezing the Juice, Owen Cotterell is joined by Rob Sims, CEO and co-founder of Sum Vivas, to dive into the fascinating world of digital humans — where AI, design, and emotion meet.Rob shares how digital humans are transformingcustomer experiences, mental health support, and neurodiversity inclusion, while breaking down barriers to adoption through purpose-driven innovation.Together, they explore the balance between realism and comfort, the rise of AI-powered empathy, and the business impact of human-centred technology.Discover how AI-powered avatars are reshaping customer experiences, healthcare, and neurodiverse support.TAKEAWAYSDigital humans create connection, familiarity, and trust.Avoiding the uncanny valley is key to user comfort.Adoption of digital humans is rising as AI skepticism decreasesCustomer needs drive customisation and brand alignment.Digital humans + XR = next-level user experiences.Empowering neurodiverse individuals through safe, non-judgemental AI.Purpose beats vanity - tech must have meaning.CONNECT WITH ROB & SUM VIVAS👥 Rob Sims Linkedin - https://www.linkedin.com/in/robsims1275/💻 Website - https://www.sumvivas.com👥 Sum Vivas Linkedin - https://www.linkedin.com/company/sum-vivas-ltd/🎥 YouTube Channel - https://www.youtube.com/@SumVivas23 📸 Instagram - https://www.instagram.com/sumvivas/CONNECT WITH JUICE IMMERSIVE💻 Website - https://juiceimmersive.com👥 Linkedin - https://www.linkedin.com/company/juice-immersive🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592🐦 X - https://twitter.com/juiceimmersive📸 Instagram - https://www.instagram.com/juiceimmersiveCREDITSHost: Owen Cotterell - https://www.linkedin.com/in/owencotterellProducer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradleyEditor: Dexter GorstMusic: Dom Champion - https://www.linkedin.com/in/dominic-champion-865750b9CHAPTERS00:00 Introduction to Digital Humans and AI Integration03:06 The Current State of Digital Humans06:06 Barriers to Adoption of Digital Humans08:23 Comparing Digital Humans to Chatbots10:11 Designing Digital Humans14:00 Applications of Digital Humans16:24 Digital Humans in Customer Service17:24 The Intersection of Digital Humans and XR18:34 Digital Humans in Training and Education19:57 Empowerment Through Digital Humans21:58 Digital Humans in Healthcare and Social Care24:10 Personal Reflections on Digital Humans26:41 Real-Time Insights and Data Utilization28:10 The Importance of Digital Human Technology31:01 The Two-Tier Society of AI Adoption35:23 Understanding the 'Why' Behind Technology Adoption40:38 Enhancing Customer Engagement Through Technology42:03 Addressing the Fear of AI and Promoting Awareness45:35 Innovations and Future Directions for Sum VivasKEYWORDSdigital humans, AI integration, extended reality, customerengagement, technology adoption, neurodiversity, mental health, business innovation, design, applications

June 2, 202548 min

XR Still Means Business | Squeezing the Juice with Jeremy Dalton

In this episode of Squeezing the Juice, Owen Cotterell sits down with XR industry veteran Jeremy Dalton to explore the real business case for immersive technology. From launching PwC’s first global XR team to advising Fortune 500s, Jeremy shares practical wisdom on what’s working, what’s hype, and what’s next.If you’ve ever wondered whether XR is more than just a tech gimmick... this is your Reality Check.TAKEAWAYS- Why “VR is dead” refuses to die and why that’s a good thing- The CECE framework for overcoming XR’s biggest challenges: Cost, Education, Content, Experience- Why 360 video does count as VR (when done right)- How businesses like Walmart & GSK are embedding XR into day-to-day operations- The ROI tipping point: When immersive training beats traditional learning- How XR and AI are converging to deliver smarter, scalable solutions- Jeremy’s top tips for companies taking their first steps into immersive techCONNECT WITH JEREMYwww.jeremydaltonxr.comPurchase Reality Check (2nd edition) from the publisher here: https://www.koganpage.com/digital-technology/reality-check-9781398618749VR vs video conferencing study: https://www.pwc.ch/en/insights/data-analytics/virtual-reality-vs-video-conferencing.htmlVR for soft skills training study: https://www.pwc.co.uk/services/technology/immersive-technologies/study-into-vr-training-effectiveness.htmlCONNECT WITH JUICE IMMERSIVE💻 Website - https://juiceimmersive.com👥 Linkedin - https://www.linkedin.com/company/juice-immersive🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592🐦 X - https://twitter.com/juiceimmersive📸 Instagram - https://www.instagram.com/juiceimmersiveCREDITSHost: Owen Cotterell - https://www.linkedin.com/in/owencotterellProducer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradleyEditor: Dexter GorstMusic: Dom Champion - https://www.linkedin.com/in/dominic-champion-865750b9CHAPTERS00:00 Jeremy's Journey04:51 The Evolution of XR Technology09:49 Success Stories in XR Adoption13:49 Why XR Means Business15:36 Common Misconceptions about XR25:54 Impactful Studies and Corporate Use Cases30:47 The Future of XR and AI Convergence42:31 Top Tips for XR Adoption

May 13, 202557 min

What 10 Years in XR Taught Us | Squeezing the Juice with Virtual Umbrella

In this episode of Squeezing the Juice, Owen speaks with Samantha Kingston and Albert Millis from Virtual Umbrella to reflect on a decade in the XR industry. From lugging 20kg flight cases to facilitating enterprise-scale VR deployments, they unpack how far the sector has come and what still needs fixing. Expect honest insights on emotional storytelling, onboarding that actually works, and why VR has to earn its place now that the novelty has worn off.TakeawaysVR headsets are now considered mainstream consumer goods.The industry has evolved from evangelizing VR to implementing it strategically.Safe onboarding is crucial for a positive VR experience.Emotional impact is a significant aspect of VR experiences.Personal stories can enhance the understanding of VR's power.Organizations should explore VR to find the right fit for their needs.Flexibility and adaptability are key in VR deployment.Understanding the technology is essential for successful implementation.VR can be a powerful tool for empathy and understanding.Celebrating milestones in the industry is important for motivation.CONNECT WITH VIRTUAL UMBRELLAhttps://www.linkedin.com/in/albertmillis/https://www.linkedin.com/in/samantha-kingston-a4811686/https://www.linkedin.com/company/virtualumbrella/https://www.virtualumbrella.co.uk/CONNECT WITH JUICE IMMERSIVE💻 Website - https://juiceimmersive.com👥 Linkedin - https://www.linkedin.com/company/juice-immersive🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592🐦 X - https://twitter.com/juiceimmersive📸 Instagram - https://www.instagram.com/juiceimmersiveCREDITSHost: Owen Cotterell - https://www.linkedin.com/in/owencotterellProducer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradleyMusic: Dom Champion - https://www.linkedin.com/in/dominic-champion-865750b9CHAPTERS00:00 Introduction00:23 The Mainstreaming of VR03:38 Celebrating a Decade of Virtual Umbrella06:26 Evolution of VR Challenges09:19 Onboarding and User Experience in VR18:22 The Emotive Power of VR25:27 Personal Stories and Empathy in VR30:21 Exploring Grief Through Virtual Reality33:52 Creating Safe Spaces for Emotional Expression34:37 The Cathartic Journey of Sharing Personal Stories37:31 Overcoming Barriers to VR Adoption50:23 Practical Tips for Embracing VR Technology53:18 Future Visions for VR and Social Impact

April 28, 202554 min

From Training Challenges to XR Solutions: Adopting Tech That Works For Learners and Delivers ROI

In this inaugural live stream episode of Squeezing the Juice, Owen Cotterell and Ian Ravenscroft discuss the challenges and opportunities presented by XR (extended reality) technology in training environments. They explore the benefits of immersive learning, the evolving landscape of training methodologies, and the importance of measuring ROI. Special guest Helen Welsh shares her journey in implementing VR training in the NHS, highlighting the impact on learner engagement and organisational change.Chapters00:00 Introduction to Squeezing the Juice01:21 Understanding XR and Its Applications04:40 Challenges in Training and the Role of XR07:31 Benefits of XR in Training10:33 Client Perspectives on XR Adoption13:28 The Current Attitude Towards XR in Training14:21 Introducing Helen Welsh and Her Journey18:38 The NHS Experience with XR Training21:33 Defining Need vs. Want in XR Training25:36 Measuring Impact and Effectiveness of XR Training26:35 Understanding VR Training Needs28:42 Impact of VR Training on Learners31:28 Creating Safe Spaces for Conversations33:29 The Power of Immersive Experiences34:28 Real World Content in VR Training37:58 Interactivity in 360 Video Training40:01 Exploring Free Roam XR Experiences42:19 Measuring ROI in VR Training45:03 Engagement vs. Traditional Training Methods49:00 Building Sustainable Training Programs52:35 Juice Immersive ShowreelCONNECT WITH JUICE IMMERSIVE💻 Website - https://juiceimmersive.com👥 Linkedin - https://www.linkedin.com/company/juice-immersive🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592🐦 X - https://twitter.com/juiceimmersive📸 Instagram - https://www.instagram.com/juiceimmersiveCREDITSHost: Owen Cotterell - https://www.linkedin.com/in/owencotterellProducer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradley

March 3, 2025Episode 637 min

Why XR Solutions Should Be Lead By Strategy, Not Tech | Squeezing the Juice with Anna Burke

Is VR really the best choice for your business?In this episode of Squeezing the Juice, we sit down with Anna Burke, Director of Animated Technologies, to talk about how businesses should approach immersive projects with strategy first, tech second. Anna shares real-world insights on:- Why a VR experience isn’t always the best medium- How to choose between VR, AR, or animation based on your audience- The biggest mistakes companies make when adopting immersive tech- How a Welsh-language VR app for kids turned into a game-changerCONNECT WITH ANNAhttps://www.animatedtechnologies.co.uk/https://www.linkedin.com/in/annaburke82/CONNECT WITH JUICE IMMERSIVE💻 Website - https://juiceimmersive.com👥 Linkedin - https://www.linkedin.com/company/juice-immersive🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592🐦 X - https://twitter.com/juiceimmersive📸 Instagram - https://www.instagram.com/juiceimmersiveCREDITSHost: Owen Cotterell - https://www.linkedin.com/in/owencotterellProducer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradleyMusic: Dom Champion - https://www.linkedin.com/in/dominic-champion-865750b9

December 2, 20241 hr 5 min

Breaking the XR Hype Cycle | Alex Book

In this episode of Squeezing the Juice, Owen sits down with Alex Book, co-founder and Chief Strategy Officer at Arcade XR, to discuss how XR is evolving beyond the hype and making a real impact in the world today. Alex shares his grounded perspective on XR—challenging the flashy marketing and focusing on how the technology is being used to drive tangible results across education, culture, and business.From debunking the myth of XR as a magic wand to exploring its potential to transform learning and engage audiences in new ways, Alex gives us an insider’s look at what’s next for XR. He also dives into the role of play in education, the future of digital experiences, and how we can shift the narrative around XR to make it feel like a natural part of our everyday lives.CONNECT WITH ALEX https://www.arcade-xr.com https://www.linkedin.com/in/alex-book/CONNECT WITH JUICE IMMERSIVE💻 Website - https://juiceimmersive.com👥 Linkedin - https://www.linkedin.com/company/juice-immersive🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592🐦 X - https://twitter.com/juiceimmersive📸 Instagram - https://www.instagram.com/juiceimmersiveCREDITSHost: Owen Cotterell - https://www.linkedin.com/in/owencotterellProducer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradleyMusic: Dom Champion - https://www.linkedin.com/in/dominic-champion-865750b9

October 21, 202417 min

Meta's Orion AR Glasses – What it Means for Your Business | Freshly Squeezed

Welcome to Freshly Squeezed! A new sister podcast to Squeezing the Juice, that explores a topical issue, news story or trend from the world of extended reality. In this episode, Owen Cotterell sits down with Juice's XR Strategy Lead, Ian Ravenscroft, to chat about Meta's new AR glasses, Orion. They dive into how AR wearables have developed over the years, what makes Meta’s approach stand out, and whether we'll really be using this tech in our day-to-day lives anytime soon. They also explore how these glasses could change the game for businesses, especially for repair and remote work. CONNECT WITH JUICE IMMERSIVE 💻 Website - https://juiceimmersive.com 👥 Linkedin - https://www.linkedin.com/company/juice-immersive 🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592 🐦 X - https://twitter.com/juiceimmersive 📸 Instagram - https://www.instagram.com/juiceimmersive CREDITS Host: Owen Cotterell - https://www.linkedin.com/in/owencotterell Producer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradley Music: Dom Champion - https://www.linkedin.com/in/dominic-champion-865750b9

July 17, 2024Episode 456 min

Deeply Immersive: How VR Gaming is Raising the Bar for Workforce Training | Alex Moretti

In this episode of Squeezing the Juice, Owen Cotterell sits down with Alex Moretti, CEO of Fallen Planet Studios, to explore how VR gaming is not just for entertainment but is transforming training and business practices. Alex shares his journey from the early days of VR development to creating deeply immersive horror experiences, and how these innovations are now being applied to corporate training. Learn about the critical role of immersion, player agency, and the cutting-edge techniques that are setting new standards in the industry. HIGHLIGHTS - The evolution of VR technology from novelty to necessity - How VR is being used for effective corporate training - The importance of immersion and player agency in VR experiences - Alex Moretti's journey and the story behind Fallen Planet Studios - Future trends in VR and their implications for businesses CONNECT WITH ALEX https://www.fallenplanetstudios.com/ CONNECT WITH JUICE IMMERSIVE 💻 Website - https://juiceimmersive.com 👥 Linkedin - https://www.linkedin.com/company/juice-immersive 🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592 🐦 X - https://twitter.com/juiceimmersive 📸 Instagram - https://www.instagram.com/juiceimmersive CREDITS Host: Owen Cotterell - https://www.linkedin.com/in/owencotterell Producer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradley Music: Dom Champion - https://www.linkedin.com/in/dominic-champion-865750b9

May 14, 2024Episode 359 min

The Power of Play: How Immersive Games are Revolutionising Education | Matt Vernon-Clinch

Join us as we delve into the transformative potential of gaming with Matt Vernon Clinch - Business Development Director at PRELOADED. In this episode, we explore how technology is reshaping learning experiences through games like Fortnite, challenging stigmas, and paving the way for gaming as a valid career path. We explore PRELOADED's approach to creating engaging experiences, from exploring different play modalities to utilising tech tools for out-of-home experiences. Discover PRELOADED's mission of "play with purpose" and their dedication to meaningful impact through immersive play. CONNECT WITH MATT PRELOADED - www.preloaded.com LinkedIn - https://www.linkedin.com/in/matt-vernon-clinch/ and https://www.linkedin.com/company/preloaded Work Discussed: Andrex GoTime - https://preloaded.com/work/andrex-go-time/ and https://preloaded.com/work/andrex-go-time-out-and-about/ Sky BeepBeepBop - https://preloaded.com/work/sky-beep-beep-bop/ TOCA Social - https://preloaded.com/work/toca-social/ and LEGO 'Cat Island Adventure' - https://www.fortnite.com/@thelegogroup/4051-8342-2747 Wonders: Pyramids of Giza - https://preloaded.com/work/wonders-pyramids-of-giza/ CONNECT WITH JUICE IMMERSIVE 💻 Website - https://juiceimmersive.com 👥 Linkedin - https://www.linkedin.com/company/juice-immersive 🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592 🐦 X - https://twitter.com/juiceimmersive 📸 Instagram - https://www.instagram.com/juiceimmersive CREDITS Host: Owen Cotterell - https://www.linkedin.com/in/owencotterell Producer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradley Music: Dom Champion - https://www.linkedin.com/in/dominic-champion-865750b9

April 8, 2024Episode 239 min

Building Communities: How Young People and Brands are Thriving in Roblox | Laura Higgins

In this episode of Squeezing the Juice, we delve into the world of Roblox with Laura Higgins, a leading voice in digital civility and the senior director of community safety and civility at Roblox. Laura unveils how Roblox is more than a gaming platform; it's a vibrant community where young people and brands alike find a canvas for creativity, learning, and connection. Through her insights, we explore the platform's role as a digital sanctuary for over 71.5 million daily users, where the boundaries between play, education, and social interaction merge to foster an environment of growth and engagement. As we navigate the dynamic landscape of Roblox, Laura highlights the evolving relationship between brands and the platform's diverse community. With the demographic shift towards an older audience, brands are discovering innovative avenues to connect with engaged, creative individuals. This episode offers a unique perspective on how Roblox is shaping the future of digital engagement and community building, making it a must-listen for those intrigued by the intersection of technology, culture, and marketing in the digital age. CONNECT WITH LAURA 📕 Whitepaper: Creating a Positive Foundation for Greater Civility in Online Spaces - https://digitalwellnesslab.org/reports/creating-a-positive-foundation-for-greater-civility-in-online-spaces/ 💻 Roblox Safety & Civility - https://corp.roblox.com/safety-civility-resources/ 👥 Linkedin - https://www.linkedin.com/in/laurahiggins1/ CONNECT WITH JUICE IMMERSIVE 💻 Website - https://juiceimmersive.com 👥 Linkedin - https://www.linkedin.com/company/juice-immersive 🎥 YouTube Channel - https://www.youtube.com/@juiceimmersive3592 🐦 X - https://twitter.com/juiceimmersive 📸 Instagram - https://www.instagram.com/juiceimmersive CREDITS Host: Owen Cotterell - https://www.linkedin.com/in/owencotterell Producer: Jon Bradley - https://www.linkedin.com/in/jonpaulbradley Music: Dom Champion - https://www.linkedin.com/in/dominic-champion-865750b9