At the beginning of the book, we stated that “multimedia is everywhere,” and we would like to revisit this idea in this final chapter. Now that you have engaged thoroughly and intensively with the concepts of Multimedia Information Retrieval and gained a deeper understanding of the underlying models, algorithms, concepts, and technologies, we will now focus on the question, “What is all this for?” To address this, we will first present a series of applications from the field of MMIR, some of which may not initially be recognized as such. In addition, we will compare MMIR with applications from the field of generative AI and conclude with an outlook on virtual and augmented worlds.