New Discovery showed VR and AR at Bosch's Innovation Day

Every year Bosch opens that day to a selected group of companies from the region, so its internal departments and the corporate level above them can see what the market now offers that might improve Bosch's own processes. Being on the list is the point — the invitation is the filter. Technology HUB put New Discovery's name forward, and Rodolfo Alberto Vázquez Jurado is the one who brought the company in.

Rexroth, AD, Insights Empowering Decisions and the Centro de Inteligencia Artificial y Transformación Digital were in the same room, which is the useful part of the list: this was an operational audience, evaluating what might actually improve execution inside a plant rather than what looks impressive in a demo.

That was the line the company used for what it brought: VR and AR training built to be practised rather than watched. The argument went further than training — inspection workflows, digital demonstrations and product communication all improve when a team can rehearse, visualise and standardise before the error reaches the floor. Alongside the immersive work, the agency showed its film and storytelling capability, because both were being sold to the same buyer.

Liz Pasillas, Jonalex Herrera, Alina Marrufo, Damaris Castillo and Andrés Hernández worked the day.

Bosch invited the company twice. This entry is anchored on the 2019 day, and the company came back for the 2022 edition, where the demo ran on a standalone headset a visitor could simply pick up — a virtual reality application that did not exist three years earlier, at a stand whose poster by then listed Johnson & Johnson's training centre and Ruta Norte as finished work. Two invitations, essentially the same expo: same filter, same room, same argument, three years of product apart.

That is the difference between showing a capability and selling one, and the thread runs straight from here: Johnson & Johnson is immersive training inside a regulated medical-manufacturing plant, Trainlight is the same direction turned into a product, and Ruta Norte shows the storytelling range. The current framing of the capability lives on the Augmented Reality, Virtual Reality and Mixed Reality pages.