Virtual interactions and digitalisation improve many aspects of daily life, enabling easy execution of a myriad of tasks from our desktops. But touch is still not part of this picture. The H-Reality project developed a novel haptic algorithm that uses AI and a series of phased ultrasonic waves to create textured holograms that you can touch and feel in mid-air. This EU-funded project called E-Textures was focused on advancing this technology toward commercialization and enabling real-time virtual touch interactions in a variety of market sectors such as retail, heritage, and healthcare. To that end our three project objectives were to (1) understand market opportunities through market research and validation activities, (2) create demo prototypes that address the identified market opportunities and achieve product-market fit, and (3) engage with industry and validate a business model that will kickstart commercial activities and stakeholder discussions.