Augmented Reality and Its Real-Life Examples
It is indisputable how businesses can evoke strong emotional responses in consumers through sight, sound, and action. Television and digital video have both demonstrated this. However, as technology advances, customer experiences are shifting from focusing merely on what people see to fully immersing them in the brand experience.
What is Augmented Reality?
In augmented reality (AR), information and data in the form of pictures, audio, text, and other virtual formats are combined with real-world elements in real-time. This “real world” component distinguishes augmented reality from virtual reality. Unlike a simulation, AR enhances the user’s interaction and experience with their environment.
Moreover, augmented reality has evolved from a mere concept to a real-time tool in businesses and organizations. AR technology is now closing the gap between companies and consumers by engaging the human senses in an immersive environment.
Modern Examples of AR in the Real World
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Disney
For example, Disney Research developed a way to create 3D coloring book characters. This AR technology, introduced in 2015, demonstrated how augmented reality could integrate into daily life. -
US Army
Similarly, the US Army uses AR to enhance situational and environmental awareness for soldiers. Their “Tactical Augmented Reality” (TAR) system provides soldiers with precise location data on the battlefield, displayed through an eyepiece. -
Pepsi MAX
In another instance, PepsiCo stunned London commuters with an AR-enabled display at a bus stop. Passersby witnessed a roaring tiger, a meteor crash, and an alien tentacle snatching people. This AR experience not only showed how technology could enhance branding but also transformed engagement. -
L’Oréal
Additionally, L’Oréal teamed up with Perfect Corp. to integrate makeup products into the YouCam Makeup app. This AR-powered experience allows consumers to try L’Oréal Paris collections virtually before purchasing.
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AR vs VR: Key Differences
While both AR and VR offer immersive experiences, they differ significantly in various aspects:
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Real vs. Virtual:
First, AR enhances real-world environments, while VR creates entirely virtual spaces. -
User Control:
In contrast, in VR, users are controlled by the system, whereas AR allows users to control their physical presence in the real world. -
Device Requirements:
Moreover, AR can be accessed on devices like smartphones, while VR requires specific headgear or goggles. -
Reality Enhancement:
Finally, VR improves a fictional reality, whereas AR improves both the virtual and actual worlds.