Shazam for AR!
For many years, patrons were asked to turn off their mobile when they entered a museum. Now, visitors are encouraged to use them with technology like augmented reality, touch-screen tables and customized audio tours. The goal is to enhance the visitor’s experience while keeping the artwork front and center. Viewers at exhibitions like Dalí’s 1935 painting “Archaeological Reminiscence of Millet’s ‘Angelus,’” can experience the AR trip.
The first real application was seen in January 2017, when German automaker BMW launched augmented reality dealerships where customers will be able to view hybrid and electric bmwi cars. Smartphones equipped with Google’s Tango technology can produce a life-size 3D image of the car on the environment visible through the camera. Customers can open car doors, activate lights, or change the interior and exterior color scheme at the touch of a button. it’s one of
the first-real applications that interaction with a digital model in real time.
Although, one of the most famous AR application was from National Geographic in 2011. Through the AR setup (a digital screen and high-powered camera in front of an AR marker), shoppers could see themselves interact with rare or extinct animal species. in 2013, Coca-cola Co. in collaboration with WWF created an immersive 3D augmented reality experience to launch their Arctic Home campaign in London. it was aimed to raise awareness of how the shrinking sea ice affected by climate change is threatening the future of the polar bear. in 2011, Disney showed cartoon characters on a large screen in Times Square interacting with people on the street. Skoda ran a campaign in 2015, placing an AR mirror in London’s Victoria station, so commuters could customize a car and see themselves driving it on a large screen.
As seen, such applications of AR technology are used to engage customers at events or in public spaces. This type of technology continues to advance. Not surprisingly, the fashion-industry has taken the experience of looks creation to a whole new level. London-based Holition and agency Coty recently launched an AR app for the make-up company Rimmel based on its Get The Look technology. it allows a consumer to scan the make-up of another person or an image and then immediately try that same look on his or her face. Rimmel follows the footsteps of numerous other beauty brands like L’oreal, Cover Girl and Sally Hansel, launching AR try-on tools.
AR can be incredibly valuable for exploring historical, cultural, and geographic aspects of an environment. Apps developed, particularly touting the use of AR, have become more widely
used in the recent years. For example, Google Translate, an app instantly translates a sign or any other text, into a language you can read and appears live on the screen in the form of augmented reality.
Google Sky Map, can help you identify stars and planets if you just point your camera view toward the sky. The Museum of London has an app which shows how the particular London Street you’re standing in used to look in the past – all you’ve got to do is point your phone camera at it for the augmented vision to appear on your phone screen.
Meanwhile, attendees at the Sundance Film Festival will use AR to hang out with “Mad Men” star Jon Hamm, or assemble a human brains, as the makers of the technology seek to engage filmmakers. Hamm will appear on the mobile screens on attendees as if he is in that location, and interact using prerecorded phrases.
Compared to other industries, advertising has been particularly aggressive about pursuing AR for storytelling and interactive advertising. in 2013, british Airways placed a humungous AR billboard in Piccadilly Circus. As a british Airways flight flew over the board, a ba ad began depicting a child looking up and pointing to the actual plane in the sky as it flew past. The ad was a massive success with the official video garnering over 1.5 million views on Youtube.
Despite the fuzzy start, insiders are feigning a unique sense of optimism. At the 2016 Gartner Hyper Cycle, industry leaders expect virtual and augmented reality to emerge from the “trough of disillusionment” and ascend the “slope of enlightenment” to achieve widespread adoption within five to 10 years. On the other hand, machine-learning, self-driving cars, and smart robots will become the “peak of inflated expectations.” According to the consultancy Digi-capital, last year investors contributing nearly seven hundred million dollars into V.R. companies, more than double the amount that was invested in 2014. The figure was more than a billion dollars in 2016 for V.R. and augmented reality, and is expected to grow to a hundred and twenty billion
dollars by 2020.
Content developers, tech investors, media executives and entrepreneurs are focused on exploring the amount of VR content available to consumers while still delivering a high-quality experience that will convert first-time users into devoted fans. This means, augmented Reality will incrementally improve the military, increase real-estate sales, improve education, transform journalism and reinvent fine dining. There have also been claims that it will revive the economy, with new collaboration and visualization tools to enhance workplace productivity.
Apple CEO Tim Cook, has hinted at the company’s interest in AR technology.
“i do think that a significant part of the population, of developed countries, and eventually all countries, will have AR experiences everyday,” said Cook. “it will be almost like eating three meals a day, because it will become that much a part of you.”
Microsoft is now partnering with the likes of HP, Dell, Lenovo and Acer, which will later release AR headsets based on the Hololens technology. With Microsoft Hololens inspired MixedReality Headsets users will be able to usher in the next evolution for AR technology. For example, a football commentator offers an assessment of the starting 11 in a football match, as digital versions of the players appear in front of them on the desk. For Microsoft, it’s a great way to enable us to “interact with them in the same way we interact with physical objects.”
Each of these examples show how AR has evolved to complement and transform the way we experience products and their surroundings. in short-term, the results of each of these products are often poor. Distinctly, with the advent of wearables and the internet of Things, consumers expect highly customized solutions and instant access to detailed personal data. Of course, the potential for gains exist because AR is reinforcing consumers’ appetite for creative visualizations of content.
IMAGE: Revolutionary ‘Get the look’ technology‘get the look’ technology