What’s the biggest barrier to starting a B2B AR company (not hardware, more like marketing, products, games)?

I’ve been looking into starting something in augmented reality, mainly on the B2B side. Things like AR marketing campaigns, interactive product experiences, gamified brand stuff, etc.

I’m not interested in building hardware like AR glasses or competing with big tech platforms. I’m more interested in using existing AR tech to create value for businesses.

What’s interesting to me is that AR still feels kind of underexplored compared to things like AI or SaaS. That makes me wonder what’s actually holding it back.

Is it:

• not enough real demand from businesses?
• technical issues or fragmentation (WebAR vs apps vs different platforms)?
• hard to prove ROI?
• high production costs?
• something else?

I’m curious what makes it difficult in practice, whether that’s on the tech side, getting clients, proving value, scaling, or anything else.

Also, do you feel like there are real opportunities here right now, or is it still a bit early?