What is Augmented Reality (AR)?
Augmented reality is the result of introducing any sensory data into the visual field in order to supplement information about the environment and change the perception of the environment.
How AR works?
Augmented Reality (AR) is a technology that allows using a computer or other device to supplement the physical world around us with digital objects. AR has been used in film and television production for quite some time now — so-called “computer graphics” is one of the options for creating augmented reality.
The widespread use of computers and mobile devices has breathed new life into augmented reality technology. Now it is possible to “add” AR objects directly to the physical world, and not to its image using special programs. For example, you download an application to your smartphone that promises you to look at 3D models of animals in full growth. You choose, say, a lion, point the camera at the table, and the model appears in your room in all its details. Not in real life, of course, but on screen.
Augmented Reality technology is available on almost any device: many applications run easily on most modern smartphones, and some AR objects can even be seen in a browser by scanning a QR code.
Sometimes augmented reality is confused with virtual reality. It’s far from the same. Virtual reality replaces the real world and immerses you in a computer simulation, while augmented reality adds digital objects to the physical world.
Where is augmented reality used?
The scope of AR technology is extremely wide. In addition to entertainment — movies, TV shows and games — augmented reality is used in education. QR codes are added to some books for children and teenagers so that the child can see how what he just read about actually looks like and see this object from all sides. Similarly, augmented reality is used in advertising — to demonstrate the product.
But this is not the limit of AR. This technology is also used in logistics: some companies provide their employees with special glasses that help the operator find the necessary goods and show the best route from one point of the warehouse to another. With the help of such glasses, you can not only search for goods, but also lay routes for traveling around the city.
AR can help people with disabilities to better understand the world around them. For example, for hearing-impaired people, an AR device visualizes sound information or translates it into text format.
A separate round of AR development is augmented reality in art. Many museums are actively using augmented reality to diversify their exhibition or breathe new life into works of art.
What are the benefits of AR for business?
Many world-famous brands are actively using AR in their marketing programs.
A great example is the London stops from Pepsi. The company does not disclose the results of the campaign, but even this video shows how many people filmed everything that happened and shared it on social networks:
AR helps solve two marketing problems:
- increase primary sales;
- increase repeat sales.
Increase in primary sales is achieved by more fully informing the potential consumer about the product. For example, a customer needs a new kettle, and with the help of AR, he can see how the product will look in his kitchen, and in real size, as well as choose the right color.
When it comes to re-sales, the main idea is to use AR to provide the buyer with an additional free service and thereby establish a positive emotional connection with him. This is the basis of the mechanics of innovative loyalty programs.
WebAR is used to solve the first group of tasks, and MobileAR is used for the second. These are two technology segments that differ in the way AR content is accessed.
To get an augmented reality experience through MobileAR, the user needs to download the app and point the device’s camera at a mark, horizontal surface, or object. This number of actions can only be performed by an existing client. Therefore, this method is used solely to increase repeat sales.
In the case of WebAR this is not necessary. This subspecies of technology provides user access to AR content simply by visiting a website or social network. WebAR includes all AR fitting rooms, social media masks, and most of the animated packages. A very large segment of WebAR is occupied by online stores, especially in the field of home goods. You can walk on them, zoom in on the goods you like, and even consult with sellers or watch ads on virtual monitors.
The Future of Augmented Reality
An ideal option for augmented reality is the ability to do without intermediary devices. For example, when you walk into a store, hidden sensors track your gaze, and advertisements, images, and videos appear on the appropriate physical plane.
But even if AR does not go beyond smartphones, it can provide us with many useful opportunities. First of all, it is information support. It will be enough to point the camera at the object of interest to find out the cost of the goods, the calorie content of the dish, the history of the monument and the person in whose honor it was erected.
Do you like sneakers on a passerby? Point your smartphone camera at them to find out where to buy them. Arranged to meet a man in a crowded square, but don’t know what he looks like? A special application will help you find a stranger with minimal time. Some of this is already possible, and some may become available soon.
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