XR ASSOCIATION MARKS SUCCESSFUL COMPLETION OF ITS MISSION TO DRIVE XR INTO THE MAINSTREAM
WASHINGTON, D.C. — [OCTOBER 6, 2026] — The XR Association (XRA) today announced plans to conclude operations at the end of 2026, marking the successful completion of a seven-year mission to establish XR as an essential part of the broader technology ecosystem.
“XRA was formed to champion XR technology and build awareness of its role in the broader technology ecosystem. That goal has been achieved,” said James Green, XRA Board of Directors Chair and the representative from Google. “XR is no longer a niche technology — it’s a foundational and critical piece of the larger tech stack, and XRA’s work played a meaningful role in getting it there.”
As XR increasingly converges with AI, spatial computing, wearables, and other emerging technologies, the policy, research, and standards conversations surrounding them are intersecting as well. XRA’s board and members believe the association’s priorities can now be advanced most effectively as part of the broader technology community.
“XRA set out to bring XR into the mainstream, and we’ve succeeded,” said Hyman. “Over the past seven years, XR has evolved from a technology associated primarily with gaming and entertainment into a transformative tool used across education, healthcare, workforce development, advanced manufacturing, and daily lives.”
When XRA began hosting events on Capitol Hill seven years ago, many members of Congress and their staff had never experienced XR firsthand. Today, policymakers increasingly own headsets, use XR applications, and see firsthand how constituents and businesses are putting immersive technology to work.
The decision to cease operations followed a board-level discussion prompted by founding CEO Elizabeth Hyman’s retirement. After seven years leading XRA, Hyman stepped away from day-to-day operations and is serving as an emeritus advisor through the end of 2026. Stephanie Montgomery, XRA’s Senior Vice President of Research and Best Practices, will serve as interim CEO through the association’s year-end closure.
XRA’s programming will continue uninterrupted through the remainder of 2026 and beyond. Montgomery will lead the organization through its remaining research, committee meetings, working groups, and previously scheduled programs.
“XRA’s work doesn’t end with this announcement,” said Montgomery. “We have an ambitious agenda for the remainder of 2026, and we intend to deliver on every commitment while ensuring the work we started continues well beyond XRA.”
To carry that work forward, XRA is directing resources to longtime partners that will preserve and build on the association’s programs and policy priorities beyond 2026:
The Information Technology and Innovation Foundation (ITIF) will continue producing the AR/VR Policy Conference for at least the next three years. ITIF will also establish an “XRA Legacy” designation, providing XRA member companies with opportunities to participate in relevant meetings, roundtables, salon dinners, congressional staff visits, and other stakeholder engagement programs consistent with ITIF’s standard policies.
Bipartisan Policy Center Action (BPC Action) will continue XRA’s advocacy efforts, including work to advance the U.S. Leadership in Immersive Technologies Act and the Immersive Technologies for the American Workforce Act. XRA member companies will have opportunities to participate in related activities.
The International Virtual Reality and Healthcare Association (IVRHA) will work with XRA leadership to complete the report emerging from XRA’s healthcare workshops and continue working with interested XRA members and partners to advance the recommendations outlined in the report.
“We’re deeply grateful to the members and partners who made XRA’s success possible,” said Montgomery. “The XR industry has made tremendous progress, and its future is bright. The policy challenges shaping XR are no longer unique to our industry; they are increasingly part of a broader conversation about the future of technology. By investing in trusted partners like ITIF, BPC Action, and IVRHA, we’re ensuring that the work XRA started—and the voice of the XR community—will carry forward for years to come.”
ABOUT THE XR ASSOCIATION
XRA is a non-profit trade organization representing hardware manufacturers across the broad XR industry, with current members including Meta, Google, HTC VIVE, and Qualcomm. The XR Association promotes the dynamic growth of the XR industry which includes virtual reality, augmented reality, mixed-reality, and future immersive technology. XRA’s mission is to advance XR as a foundational technology that powers the global economy and fosters positive societal outcomes.
