Why did you choose scripted 360 video scenarios?
Maria Le Mura: We deliberately decided to use prerecorded 360 degree videos for language learning VR because our goal is structured speaking practice aligned with the European language framework levels such as A1, A2, B1, and so on. When the video asks a question we know exactly which skill and topic is being practiced. If the conversation were fully generated in real time by an AI it would be harder to ensure that every objective in the curriculum is reached. The scripted format guarantees that each exercise reinforces the targeted level and skill while still placing the learner in a realistic environment.
How do institutions use language learning VR when they only have a limited number of headsets?
Maria Le Mura: The most common scenario works in “turns”. Imagine a class of twenty students but only five headsets available. Five learners start in VR for around ten minutes while the rest continue practicing on a flat screen. After the activity stops, the headsets are passed to the next group. This rotation allows everyone to complete a longer session while still benefiting from a period of immersive practice. We observed that when learners enter VR they feel less judged and less pressured by classmates. After around thirty seconds the brain accepts the environment as real and hesitation before speaking decreases significantly.
What is the main challenge when designing language learning with 360 video?
Maria Le Mura: One of the biggest challenges is proving that the 360 format actually adds value. When people first see a VR experience they sometimes say it looks interesting but optional. We make sure the environment requires the learner to look around and interact with the space. For example, if someone is learning numbers the character might say, look at the tower behind you and count how many there are. The learner must turn around, observe the scene, and then answer. Those interactions justify the language learning VR immersive format and create a more engaging experience.
What role does AI play in Beyond Words?
Maria Le Mura: Integrating AI was challenging because we wanted it to strengthen the learning process rather than simply claim that the product includes AI. We focused on vocal analysis rather than generative conversation. After the learner finishes speaking, the system analyzes what was said and provides feedback. Research in vocal AI was less developed than generative AI, which allowed us to design and patent our own training system. The system understands that learners are imperfect and does not penalize them for mistakes while still interpreting what they intended to say.
How does the vocal AI feedback system evaluate a learner’s speech?
Maria Le Mura: The language learning VR system interprets speech according to phonemic intentions and references, meaning how the sounds should ideally be pronounced. Once we obtain a transcription of what the learner said, we compare it to the standard pronunciation. Because we have the transcription we can also analyze grammar and vocabulary. Another useful dimension is comparing the learner’s language choices to the level they are supposed to reach. Many learners rely on familiar words that allow them to communicate but prevent progress. The feedback highlights whether they are challenging themselves or staying in a comfortable vocabulary zone.
Language learning is a crowded market. How do you stay competitive?
Maria Le Mura: The language learning market is dense, but that also means there is still space for improvement. If new apps continue appearing it suggests the problem has not been fully solved. We chose to operate in the B2B segment instead of consumer apps. Schools and companies have different priorities than individual learners and they often need structured feedback and reporting. Employers want to know if an employee is ready to relocate to another office. Educational institutions want to know if students can obtain a certification. Our system focuses heavily on measurable feedback for those stakeholders.
How did you approach geographic expansion and distribution across Europe?
Maria Le Mura: We started with what I call the snail method. You begin close to home and slowly expand outward. France was our starting point, even though the region where we are based does not receive the highest innovation funding. We initially targeted companies rather than schools and then moved to nearby markets such as Spain and Italy. We analyzed which regions had funding programs and which departments within those regions supported innovation. From there we looked for collaboration opportunities and potential distribution partners.
What was your experience working with distributors?
Maria Le Mura: Signing a distribution agreement does not automatically lead to sales. Sometimes we saw sales only two years after signing. Distributors often want a large portfolio and they will not necessarily prioritize your product. It becomes important to maintain the relationship and make it easy for them to promote your work. That means providing updated materials and making sure it takes only one click for them to share content about your product. Managing that network actively is essential if you want the partnership to generate results.
What advice would you give founders considering distribution partnerships?
Maria Le Mura: There is no better salesperson for your product than yourself. Some founders are not comfortable with sales and prefer to rely on distributors. Distributors should increase your reach but they should not replace your own sales effort. If something breaks in the distribution network and you depend on it entirely, the business stops. Founders learn a lot from direct sales conversations, even if they receive many rejections. Those conversations provide insights about the market and help refine the product and the messaging.
What is the biggest lesson you learned as a founder in immersive technology?
Maria Le Mura: One of the most important lessons is never losing the long-term vision. Founders are constantly distracted by daily tasks such as onboarding employees, searching for funding, and managing marketing. There is always something urgent happening. If the vision remains clear, it becomes easier to align the team, the product direction, and the communication strategy. When the vision disappears, messaging changes constantly and priorities become unclear. Keeping that long-term direction helps maintain consistency across the company.
What keeps you inspired while building the language learning VR platform, Beyond Words?
Maria Le Mura: I consider myself a dreamer because progress often requires patience. Results do not appear immediately. The small improvements are what keep me motivated. What looks modest today becomes impressive when compared to where we were two years ago. That perspective helps avoid frustration when progress feels slow. I find inspiration in people who continue trying and who believe in the impact of their work. Even if a product is not the most scalable in the world, it can still make sense and create meaningful change.
