The Future of Robotics Needs AR/VR: Hyperlogistics & Digital Twins with Ben James of Tubular Network

Written By Sofia Lazaro

In this episode of the Becoming Dauntless podcast, hosts Lori-Lee Elliott and Sofia Lazaro explore the intersection of robotics, hyper logistics, and extended reality (XR) with special guest Ben James, CEO and co-founder of Tubular Network. From digital twins to immersive sales demos, discover how AR/VR plays a role in not just the future of logistics, but the entire robotics industry.

Guest Spotlight: Ben James, CEO & Co-Founder of Tubular Network

Ben James is a pioneer at the crossroads of robotics and XR. As CEO of Tubular Network, he’s leading the charge in hyperlogistics—think autonomous robots delivering payloads through a network of tubes, inspired by the sci-fi concept of the Hyperloop. Ben’s background includes senior product management at Magic Leap, where he honed his expertise in spatial visualization and mixed reality.

Connect with Ben:

Key Takeaways from the Episode

1. XR as a tool for Robotics & Hyperlogistics companies

  • AR/VR enables rapid prototyping, spatial problem-solving, and virtual design reviews—crucial for complex, large-scale systems like Tubular Network’s autonomous delivery robots.

  • Mixed reality was the catalyst for Tubular’s biggest design breakthrough, allowing remote teams to ideate in a shared 3D space.

2. Sales, Marketing & Customer Buy-In: Seeing is Believing

  • Immersive XR demos can instantly convey complex ideas and win over partners and customers—especially for products that don’t exist yet or are hard to visualize.

  • A simple 3D model in AR/VR can achieve what a 15-minute verbal pitch cannot: immediate understanding and excitement.

3. Digital Twins: From Concept to Operations

  • Digital twins are revolutionizing facility operations and logistics—from airport baggage handling simulations to warehouse layouts and even solar system models.

  • These virtual replicas allow for simulation, data visualization, and operational insights before a single tube or robot is built.

4. Overcoming Barriers to XR Adoption

  • Hardware cost and complexity, as well as skepticism about XR being “just a marketing gimmick,” remain hurdles.

  • Ben recommends starting simple: use affordable headsets (like Meta Quest), keep demos straightforward, and focus on ROI in terms of time saved and new capabilities unlocked.

5. The Killer App for XR in Robotics

  • Sales enablement and simulation are the “killer apps” for XR in robotics—helping teams and clients understand, believe in, and adopt new technology faster.

  • Training, remote repair, and complex data visualization are other high-ROI use cases.

6. The Future of XR: Inevitable Integration

  • XR isn’t a passing fad; it’s becoming an essential tool across industries, especially as AI and spatial computing advance.

  • Digital twins and mixed reality will soon be standard for anyone managing physical spaces, from warehouses to cities.

Want to Be a Guest?

If you’d like to be featured or know someone with a unique perspective on XR, drop us a note at hello@dauntlessxr.com.

Sofia Lazaro
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