Background and Achievements:
Campfire was founded by Jay Wright and Roy Ashok, who first joined forces at Qualcomm in 2008 and built Vuforia into the most influential and widely used AR product to date. Then in 2018, they started Campfire to give enterprise teams a modern way to share and communicate about complex 3D products across the product lifecycle. Campfire’s leadership has spent nearly two decades at the forefront of immersive technology. In 2024, Jay was recognized for his pioneering work in the industry as an inaugural inductee into the XR Hall of Fame. Campfire has won Auggie Awards for Best Enterprise Solution in 2024 and Best Collaboration Tool in 2025, and was named to the D3D 30 in 2025.
Challenges to be addressed by AR:
A correct answer isn’t the same as guidance someone can naturally understand and follow. Complex physical work needs to be shown as well as explained, and AR is what makes it possible to show it life-size.
Why AR is a strategic area:
Physical work is spatial, so an AI assistant for physical work needs to deliver guided instruction on spatial devices — and AR is one of the most immersive forms that guidance can take.
