Augmented Reality

Gartner Glossary describes augmented reality (AR) as “the real-time use of information in the form of text, graphics, audio and other virtual enhancements integrated with real-world objects”. It is this "real world" element that differentiates AR from virtual reality (VR). AR “integrates and adds value to the user's interaction with the real world, versus a simulation”. Within the concept, there are two main types of augmentation: marker-based and markerless.

Marker-based (or image recognition) AR refers to applications that interact with physical pictures, logos, and text. Most current applications of this type use a smartphone camera to place digital augmentations or information on top of the “marker”. The most widespread example of this technology is scanning QR codes to access information.  

Markerless AR allows users to choose where to display content. This form of AR uses the device's camera, GPS, and direction to collect information on the user’s surroundings. Superimposition-based markerless AR is possible without markers, and allows for identification of objects in reality and replacing or removing the object from view. Location-based markerless AR then provides digital augmentation to be viewed at specific locations in the world. Pokemon Go is a mobile AR game that utilizes user location to project objects. 

Augmented Reality Equipment Innovation

‍Virtual reality’s user growth is largely diminished due to necessity for specialized equipment. Here lies the enormous advantage for expansion of AR applications. Though there are examples of currently available AR hardware, most applications do not require these products. Presently, the significant majority of AR experiences are available using smartphones. Though smartphones will likely continue to have a major role with regards to AR in the future, further development of specialized AR equipment will seek to unlock the full potential of the concept.

The most advanced, currently available AR headsets have trended towards the combination of AR and mixed reality (MR) capabilities. MR refers to the combination of aspects from AR and VR concepts, and equipment allows for virtual experiences while maintaining the user ability to view physical surroundings. Microsoft’s HoloLens 2 is an example of MR hardware that has the ability to track position, facial expressions, extremity motion, and even eye movement. Google Glass Enterprise 2 glasses provide an MR experience by utilizing a projected display over one eye, and similar tracking capabilities shown with the HoloLens example. Both examples mentioned are almost exclusively used in workplace applications, including: digital collaboration, training aides, and immersive presentations.

As previously imagined in the 2022 film “The Batman”, smart contact lenses may become a reality for AR applications of the future. This futuristic technology is currently being explored by Mojo Vision, who are developing prototypes for the “Mojo Lens”. This device will project information into the eyes’ fovea. Sensors will allow for eye movement tracking, which helps to decide the information needed by the user. The user will wear an external computing device that will use the sensor data gathered from the lens, and relay the relevant information as an AR projection within milliseconds of gathered signals. The initial purpose of the technology will be as a breakthrough vision correcting tool. This includes the ability to zoom, create more readable text, enhance seeing in the dark, and even highlighting edges of objects for the severely vision impaired. The breakthrough product has “solved” the problem of powering such a device. This was done by the creation of a thin-filmed battery, and it could encourage other organizations to develop similar products in the future. 

These computer lenses fall under the category of ‘invisible computing’, which describes the power of information delivery without screens while maintaining focus on the surrounding world. Further development of this device and others like it has the potential to revolutionize human life in a multitude of ways. With regards to communication, the ability to have foreign languages automatically translated and projected with text, and the digital labeling of people’s names and other information has boundless benefits to human connection. Looking at something and receiving near-instantaneous relevant information without effort or distraction, could be the future of both AR and humanity as a whole.

Augmented Reality in E-Commerce

‍Consumers commonly return online-purchased items, which reduces profits to sellers. Reasons for returns are vast, but augmented reality can serve to mitigate certain factors and improve businesses that choose to utilize the concept. Virtual try-ons for clothes and furniture, interactive instructions, and social media filters are methods using AR for shopping. Integration of AR-based shopping applications promotes improvement to the consumer experience, while reducing unnecessary costs of business.  

Clothing businesses have begun to use AR in the form of virtual try-ons. Partnerships between apparel companies and the social media platform Snapchat have arisen for shopping support. Using filters, companies like Nike have made it possible to customize equipment, and use a smartphone to virtually wear the products. Instagram has also partnered with makeup brands to provide AR powered try-ons for beauty products. Smart mirror technology allows for utilizing AR shopping experiences from inside retail stores. The mirrors can show the consumer how clothes would fit, and show how makeup products would look, all while reducing the frequency of physical try-ons. Into the future, custom advertising for clothing/beauty industries could be applied using virtual try-on methods.

Partnering with Apple and the use of Apple’s ARKit, IKEA entered the augmented reality E-Commerce realm. In 2017, IKEA Place App released with the purpose of streamlining consumer’s decision making with regards to purchasing IKEA furniture. Using a smartphone camera, this app allowed consumers to choose a specific model, and virtually place it in their home prior to purchase. In April 2021, they expanded on this concept with the release of the IKEA Studio App. This version uses an iPhone’s cameras and built-in LIDAR sensors to spatially map rooms. This allows consumers the ability to design and virtually furnish the entire space with IKEA products with accurate measurements. Advanced features of this application also allow for recommendations for wall paint color, based on the virtually furnished space. 

Furniture available through IKEA requires the consumer to assemble, which can be a difficult and confusing task. The IKEA AssembleAR App provides real-time instructions by producing overlays, highlighting references, and animating the provided assembly manual to clarify the assembly process for furniture. Similar applications for AR improvement of manuals are being utilized by the automotive industry, notably the “Ask Mercedes” app. Using a smartphone camera, Mercedes owners can pan around the interior of the vehicle, and receive information on the function of specific parts or buttons. The app also delivers tips on vehicle upkeep through overlays and media. 

Augmented Metaverse

‍In developing the metaverse (Building the Future: An Overview of the Metaverse), augmented reality technology and applications will enhance the experience for users. Applications in AR will bridge the gap between the digital and physical world, unlocking new metaverse capabilities of interaction, collaboration, and immersive experiences. Industry leaders have made commitments and strides towards developing the metaverse in recent years. A majority (54% according to Pew Research Center) of experts predict that “the metaverse will become a fully functioning feature of our everyday lives by 2040.” Advancements in AR hardware continue to  bring immersive and life-changing metaverse function closer to reality. Blending digital and real-life using AR will allow the metaverse to grow into an all-encompassing experience for the user. Early metaverse applications have tended to be VR, partly due to a significantly larger market for consumer VR hardware (Building the Future: Overview of Virtual Reality (VR) Headsets). Consumer AR hardware is likely to be a growing market, and could lead to replacing VR tools, services, and infrastructures in the metaverse.

The Dura Digital Takeaway

‍With the innovations in Augmented Reality technology and the growth of both AR and MR in real-life use, the options for company technology capabilities have never been greater. Guides in the workplace, retail suggestions and try-ons, in-purchase assistance, and more could greatly enhance how customers interact with your products. We here at Dura Digital are excited by the possibilities. Contact us to discuss AR opportunities for your company.