In this episode of The Next Innovation, host Samantha Murphy Kelly explores the immersive world of extended reality - or XR - and how it's reshaping storytelling, art, and technology. Featuring voices from across the XR industry, the episode introduces us to Mark Vena, a leading tech analyst at Smart Tech Research; Paddy Dunning, a visionary behind The Giant, a ten-story LED statue that transforms intro cultural icons; Camille Donegan, founder of Eirmersive, an organization helping Irish artists use XR; and Don McGuire, Qualcomm's CMO, who breaks down how AI and wearable XR devises are entering everyday life. We also hear from Janet Beck of Glasseye and Jad Zouein of OuterNet London, whose immersive installations are turning advertising and art into living, breathing experiences. From empathy-building VR to real-time audience engagement, this episode reveals why XR may be the future of connection - and why great storytelling still lies at its core.