by Angela Balas | Feb 26, 2021 | Articles
With the power of machine learning and targeted advertising, computers decide on what to show people faster than ever before. Marketing personalization has come a long way that sometimes it feels like an invasion of privacy. Augmented reality (AR) has the power to add a “digital layer” to our current reality. In order for society to feel safe and comfortable in that layer, they need to feel like they are not overwhelmed with information–so much so that they can’t distinguish between real and virtual.
But we bring up another concept for the future of augmented reality–personalization. As mentioned, personalization already occurs on our social media, advertisements, and Google searches. You open up Facebook, and it already knows that you’re in your mid- 30s and you love to go camping. As you’re scrolling your feed, you have encountered 3 advertisements for hiking gear. You clicked on one because you needed a new backpack–advertisers win, and so do you.
This is a perfect example of how personalization rules our technological devices every day. Yet, how will personalization continue through augmented reality?
Let’s say you are on vacation in a new town. You are looking for a pizza for dinner; you look towards each restaurant on the street and you get access to a detailed menu before even walking inside. With less time wasted, you find a restaurant that satisfies your pizza craving. Maybe, the next time you go out, your personalized digital layer gives you recommendations on pizza places near you because the computer now understands it’s your favorite food.
Sounds interesting, doesn’t it? When combined with machine learning, augmented reality can generate and display an incredible amount of information to people.
On the other hand, if augmented reality isn’t personalized with your environment, things could go sideways. If you are too focused on the digital signals around you and run into a tree on your walk, then you will become frustrated. You would be grateful for a personalized navigation system that can track where you are, even if you are off the main GPS system. In this case, there would need to be a personalized geo-fence that helps you navigate your environment carefully and productively.
For such personalization to occur, there will need to be a precise structure in place and an AR cloud. As mentioned in an article on Nojitter about the AR cloud, “Whether guiding people through crowded environments or uniting remote workforces, the promise of the AR cloud is vast. It has been called the single most important software infrastructure in computing.” With the help of machine learning and an AR cloud, we could live in a world with a digital layer that helps us navigate challenges and understands us better than ever before.
Personalization–as it continues through AR–will be important for us to navigate a world that has both a digital and physical component. If the technology is successful, we will step away from the computer screens and cell phones and experience personalization as we interact with our environment every day. What do you envision?
by Angela Balas | Feb 23, 2021 | Articles
We have discussed how Augmented Reality (AR) has many use cases in E-commerce and the shopping experience. With buying habits shifting during the pandemic, it’s easy to predict that consumers will continue to prioritize shopping from the comfort of their own homes. Businesses had to keep up with these habits by finding innovative ways to create value for their customers and remain competitive amongst the crowd.
Augmented Reality remains a unique accelerant to deliver new experiences and enhance customer engagement. However, as the landscape continues to change, we pose the question: “Are you ready to add an extra layer?”
With everything eventually becoming a computer-generated input, it is possible for people to be fearful about a world that is so personalized and interactive. This extra ‘layer’ will indeed start in the eCommerce space and then shift to encompass more and more of the world. Just like the rise of any new technology, developers will have to consider users’ expectations in all things–safety, comfort, and environment.
In an article discussing AR design, they focus on the digitalized steps in the analogue world. Essentially, design considerations for immersive technologies. In order for the populations to feel comfortable and ready for an “extra layer”, developers need to focus on these few steps:
Safety–The idea that you cannot distract the user onto a dangerous path. Objects and items in the real world should still take priority.
Hyperreality–Hyperreality is a term that’s been used more frequently as advanced technologies like Augmented Reality and Artificial Intelligence continue to rise. We define it as the inability to distinguish between reality and a simulation of reality. Developers should take this concept seriously in order to avoid drowning users’ senses.
Environment- Unlike logging onto your desktop, AR happens all around you. Developers must consider public, personal, intimate, and private scenarios. “Whatever their setting, users expect pleasurable, user-friendly experiences.”
Security- It is critical to ensure that users’ data is protected as the AR landscape takes shape.
As AR continues to evolve, developments must continue to be made to improve the quality of output of an experience for the user. There is unlimited potential for AR, as long as changes are made continuously so populations don’t feel overwhelmed and exposed by immersive technology. We’re ready for an extra layer–are you?
by Angela Balas | Feb 9, 2021 | Articles
Augmented Reality (AR) is transforming the way businesses interact with their customers. Augmented reality customer experience techniques enhance the product or service being offered. Every step of the customer journey is important for a successful business exchange. In today’s blog article we will introduce 5 ways that companies can successfully engage their customers through the use of AR.
Remove Uncertainty from Decision-Making
Determining whether a particular piece of furniture or large home appliance fits into your space used to require a fair amount of imagination. Beyond imagination, the person had to measure every dimension of their space to determine how the object would fit.
Certainly, appliance and furniture companies have been slow to transition online. Now, if these businesses implement AR, they can remove the uncertainty from the decision-making process. Using an interactive AR app, the buyer can now virtually position an object into their space to visualize the furniture in their home ahead of time. Because AR combines the virtual image with the physical world, the customer can get an accurate depiction of what it will look like– with their wall color, other furniture, and size of the room.
Interactive Packaging
Using immersive technology, like AR, companies can create an interactive customer experience. Brands like Heinz Ketchup have begun AR-ifying their ketchup bottles– offering recipes and food options to go along with the ketchup.
Imagine, other brands catching up to this technology. Soon enough, you will take out your cereal for breakfast and find an interactive game on the box. We will see consumer engagement like never before, thanks to AR.
Try Before You Buy
Beauty and retail companies alike have begun to implement AR to enhance the buying experience. Shopping for apparel or makeup can be tricky online. Much like furniture, you can’t tell what the product will look like on you until you try it on at home. AR solves some of these problems. Sephora Virtual Artist AR app allows customers to virtually try-on makeup items– like lipstick or mascara. Gap’s Dressing Room also uses AR technology to make shopping easier. Enhancing sales through visual engagement is key– especially if the beauty and retail industry wants to make a strong online presence.
Customer Self- Service
Finalize the buying process and the customer has your product in hand. However, the process isn’t over yet, there are still crucial steps to ensure customer satisfaction and guarantee they will return. Using AR, the customer can bypass customer service staff altogether. Using self-service support, the customer has access to resources such as an FAQ page or a virtual overlay for how to assemble a product. Companies will have fewer calls and consumer satisfaction will increase.
AR user manuals
To maintain and resolve any faults, user manuals come in handy– but not when they are bulky and confusing. Now, with the advent of AR, companies can offer an AR-based user manual that makes it easier to follow instructions and complete the desired task. In fact, Hyundai has already begun doing so.
As AR matures, we will continue to see how it will impact different fields and improve the customer experience. AR apps and other solutions are becoming more widespread as online buying continues to increase.
What are some other uses of AR in the e-commerce space that you see trending?
by Angela Balas | Jan 29, 2021 | Articles
The way patients and doctors interact hasn’t changed in quite some time. In general,, patients schedule an appointment, meet with the doctor in person, and leave with a diagnosis and a treatment plan. Although telemedicine began in the late 1960’s, there were extensive barriers standing in the way of widespread adoption– such as financial, regulatory, and technological challenges. Today, digital health is quickly advancing and the market is expected to reach $536 billion by 2025. Hospitals and doctor offices throughout the US are adopting innovative technologies to improve patient healthcare.
AR and VR healthcare platforms are popping up everywhere. For example, companies like XRHealth connect patients and clinicians while leveraging emerging technology. The XRHealth AR and VR platforms strive to treat patients in a fun and engaging way. For health issues like chronic pain, physical therapy, or ADHD– the platform has found a way to improve quality of life remotely. By giving patients access to a clinician and the correct tools to take their health into their own hands, immersive telehealth is transformative. Soon, other startup companies will follow in their lead with the realization that XR technology will continue to disrupt healthcare.
AR technology can improve the overflow of patients in the ICU or hospital. Patients in senior living facilities geographically distanced locals, or those with compromised immune systems can avoid the hospital by using AR telemedicine to receive quality care. According to Michael Freeman, AR and XR will play a front-and-center role in patient care. He goes on to reiterate, “Patients can be given an XR set so they can see their healthcare workers, receive the face-to-face human connection they need to feel safe and understand more about what is happening to them, all while being monitored and clinically checked remotely by the healthcare professional.
When hospitals have limited resources and space for patients, telemedicine can fill in the gaps. Not only that, but AR and VR can mimic patient care in real-time. Rather than communicating with a doctor via a computer screen or laptop, the patient can utilize their VR headset to communicate with a physician as they would in person. Emerging technologies have the potential to help deliver better medicine and give people access to accurate medical assessments and treatments that they otherwise would not have had before.
We can continue to explore beneficial use cases for augmented reality and similar technologies– but serving others from geographically distanced locations is a huge advantage of deploying such technologies. For instance, researchers who were part of Purdue University and the Indiana University School of Medicine demonstrated the use of telemedical augmented reality for emergency situations. Remote clinicians or surgeons can use an AR headset to guide military personnel or paramedics in how to perform emergency procedures. Although this system is still a prototype, it highlights the vast possibilities for AR and VR in digital medicine.
If immersive technologies can help improve healthcare and speed up the process for getting accurate and informative medical attention, why would we not do our best to support its progress?
What do you think?
by Angela Balas | Jan 26, 2021 | Articles
Augmented reality (AR) is still a fresh term in many people’s minds– but that doesn’t mean it’s not already making an impact. AR is predicted to disrupt various industries with e-commerce and retail being one of the largest. In fact, according to a recent report, “71% of shoppers would prefer to go to stores with a “try-it-before-you-buy” AR experience.”
The COVID-19 pandemic amplified the growing shift from brick and mortar businesses to digital commerce. An important lesson that may have come out of 2020, is that every business must be digital. In fact, there has been a 129% year-over-year growth in US and Canadian e-commerce orders as of April 21st and that trend is likely to continue. However, retail businesses struggle with presenting products without the physical object in store like before. Not only that but businesses that sell larger or more unique products– like furniture or jewelry– are having issues with product imagery.
The solution to change and a new landscape? Adaptation– via emerging technologies like AR.
AR is powerful because it will merge the gap between the physical and the digital worlds. Small businesses who implement AR will no longer have to worry about how they are going to showcase their products without a physical storefront.
One of the biggest issues to successfully selling larger items online is the customer’s fear that the item won’t fit or look good in their space. Additionally, as a consumer, being able to observe small details or features on the item can be crucial before making a final decision. Popular stores like Lowes have already found a way to work around that problem by giving their customers access to AR. Potential buyers can now see what their new grill will look like in their backyard– without ever leaving their home. And this is just the beginning for AR in the online retail space.
Many companies are beginning to take advantage of technologies to assist with product visualization. Using augmented reality, a consumer can get a full-sized, 3D realistic view of what a product will look like. Businesses have a once in a lifetime opportunity to embrace the new way people are going to buy in the future. By incorporating augmented reality onto their platform they will be much more successful. AR will transform the customer experience for the better– and small businesses who are looking to maintain a competitive edge should understand the power of AR.
Before the blink of an eye, we will see the way AR will transform and disrupt the retail sector. 2020 is only the beginning of a massive trend towards augmented reality, AI, and other immersive technologies.
What trends do you expect to emerge this year?
