While virtual reality technology (VR) is completely replacing reality, augmented reality (AR) is attempting to supplement it by blending the real and the virtual in the actual physical environment. The technology has until recently been regarded as expensive and difficult to use outside laboratories for solving real world problems. AR-Lab main focus is to commercialize this challenges and present solutions with real value in a global market.

The companys main segments are:
-  Defence industry
- Urban planning
-  Renewable and process industry
-  Experience and adventure