Augmented reality (AR) is but one of the many emerging technologies that are slowly becoming more mainstream today. With the rise of AR/VR (virtual reality) devices and AR apps, the number of users are also increasing: it has been forecasted that by this year, 2022, the number of AR users will reach a whopping 95.1 million from 90.9 million in 2020.
But what exactly is augmented reality? And what are examples of how AR can be used in business?
What is augmented reality (AR)?
Augmented reality is a technology that superimposes computer-generated images on a user’s view of the real world. In other words, it allows users to see digital information overlaid on their physical surroundings. This can be in the form of text, 3D objects, or even video.
As opposed to virtual reality, AR does not replace the real world with a computer-generated one — it simply adds to the user's current surroundings, thus the operative word "augment."
Snapchat filters are a popular example of AR, as well as the mobile game Pokémon Go, which superimposes digital creatures on the real world for users to "catch." Another example is the photo editing app Youcam Makeup, which allows users to "try on" makeup to enhance their look.
What are some examples of how AR is used in business?
Apart from gaming and social media, there are a number of ways businesses are using AR today, and the possibilities are endless. Here are some examples:
1. Sales and retail
Businesses are using AR to create immersive experiences for potential customers. For example, IKEA has an app that allows users to see how furniture would look like in their homes before they purchase it. AR can be used to give customers a better understanding of your product as well, especially with the rise of online shopping today. For example, Adidas launched an AR app that allowed users to virtually try on shoes and see how they looked before making a purchase.
2. Marketing and advertising
AR can be used for product promotion and marketing campaigns. For example, Coca-Cola used AR to create an immersive vending machine experience for users. You can also use AR to create interactive experiences that can be shared on social media. For example, L’Oréal created an AR beauty filter that users could try on and share with their friends.
3. Product design and prototyping
Businesses are using AR to design and test products before they are manufactured. For example, BMW uses AR to help engineers design and prototype cars. With AR, they can design more effectively, as they can catch errors and make design changes early on, which can save time and money.
4. Training and education
AR is being used in training and education as well, especially in training for skilled trades and riskier industries such as space exploration and the military. For example, NASA is using AR to train astronauts for space missions, providing them more realistic simulations without having to leave Earth. The US Army is also using AR to train soldiers for combat situations, giving them a more "real-life" experience without putting them in harm’s way.
Another example is the medical field, where AR is being used to train surgeons. This allows them to gain experience and make mistakes in a controlled environment before operating on real patients. More than that, AR is also now being used in actual surgeries. One example is Augmedics, an AR surgical navigation technology that allows surgeons to have a clearer view of the patient's internal anatomy, accurately navigate surgical instruments and implants during the procedure, and improve the overall outcome of the surgery.
5. Psychological therapy
One a related point, the medical field has also found an interesting way to use AR. It is being used in psychological therapy to treat conditions such as phobias and anxiety disorders. For example, a patient with a fear of heights can be slowly exposed to height-related AR scenarios, such as standing on top of a building, until they are able to confront their fear in real life. This is called AR exposure therapy (ARET), and it has been found to be just as effective as "in vivo" (actual) exposure therapy.
6. "Edutaining"
Edutaining is a combination of education and entertainment, and AR can be used to create edutaining experiences for younger learners. One example is the Cosmonaut program by Worker Studio. It is an AR experience that teaches kids about the solar system in an interactive and fun way. Another more in-depth use of AR edutaining is the app Geography Drive USA, which uses AR to teach users about US geography while they are driving. The app superimposes digital content, such as landmarks and points of interest, on the real world.
7. Navigation
On a similar note, AR is also being used to create more immersive and interactive navigation experiences. One example is Google Maps' Live View feature, which uses AR to help users find their way by superimposing walking directions on the real world. Another example is the app Waygo, which uses AR to provide instant translations of signs and menus for travelers in China, Japan, and South Korea.
8. Athletics
AR is also being used in athletics to help athletes train and improve their performance. For example, specialized AR glasses or swimming goggles are used to give coaches and athletes real-time statistics and information about the game. The Raptor AR smartglasses, for instance, is being used by runners and cyclists to track their distance, pace, and heart rate. In baseball, the Baltimore Orioles used AR to create a 3D model of their home stadium, Camden Yards. This allowed players to get a feel for the stadium before they even stepped foot on it. Commented [1]: This isn't exactly in the context of business, but I thought this would be interesting information to include.
9. Virtual collaboration
AR is also being used to enable virtual collaboration, which is greatly beneficial for businesses with remote employees or for projects that require input from experts who are not physically present. For example, the app Spatial allows users to collaborate on 3D models in AR. This can be useful for architects, engineers, and other design professionals who need to work on projects together but are not in the same location.
10. Customer service and/or technical support
AR can be used to provide customer service and technical support. For example, Toyota uses an AR app to provide users with information about their cars, such as the location of the oil filter or how to change a flat tire. Another example is the remote virtual assistance software Help Lightning, which provides ARenabled virtual support. To date, it is the only AR software that offers a more "hands-on" technical support, improving resolution times and increasing efficiency, as well as customer satisfaction. It's a good way to augment your field services in all types of industries!
Effective AR/VR Solutions for Your Brand
The examples provided above are but a few of the many practical applications of AR in business and in the real world. As the technology continues to develop, there will be even more opportunities for businesses to use AR to improve your operations and better serve your customers.
If you're looking into using AR technology for your brand, or if you're offering AR/VR services and you need a channel to market it, Octopus XR is here for you. We offer a lucrative virtual marketplace that's geared towards AR/VR businesses. We can also help you get started with your business journey through our team of AR/VR experts.
Get in touch with us today. We would love to discuss the possibilities with you!
