Layering a digital medium over our daily lives used to feel like fiction. We’ve seen cool concepts in movies like Blade Runner, Her and Source Code. With our smartphones becoming increasingly vital in a digital modern age (there were 2.5 billion smartphone users worldwide last year and that number is projected to rise to 2.87 billion by 2020, according to Statista), augmented reality (AR) is more than just a possibility — it’s likely to change the way we work.
In my career, I have worked with many different forms of virtual reality (VR) technology but have also had a large foothold with client projects in AR, for theme parks, magazines, toy products and the military. When the technology was first emerging, I used marker points, but now with advancements in marker-less technology I have begun to experiment in that field.
Technology has always revolutionized the way we work and live; consider computers, phones, washing machines and more. They allow us to lead easier and more efficient lives, and augmented reality is the next step in that journey. Having watched this space closely, here are five ways businesses today are applying AR:
Retail
Retailers are prioritizing customer experience and digital. With this blurring of the lines between digital and physical shopping, augmented reality will allow businesses to bridge the gap and introduce new and improved ways for customers to shop.
Example: Introducing AR in digital clothing stores could enable users to see the item of clothing in a 3D format.
Industrial Applications
Introducing AR to industrial markets will likely change how many jobs are performed. Technicians in the field will be able to receive live support from remote staff, who can indicate markings, point out issues, superimpose models over items like vehicle engines and the like, and more. It removes the grunt and the guesswork from manual work and streamlines processes.
Example: NASA used Microsoft’s HoloLens to aid in constructing its new spacecraft, using mixed reality applications to remove the need for manuals and complex instructions.
Design & Creative
Industries in the design and creative spaces will likely be some of the markets most positively impacted by the introduction of augmented reality. AR companies like Augment are already using the technology to help businesses. Developing apps that give companies the ability to superimpose 3D models into physical spaces will allow them to deliver stronger sales and marketing material. Artists and CAD (computer-aided design) modelers will also benefit from AR, as it gives them the means to render products and other assets in a 3D space for easier workflow and presentation.
Example: A manufacturing company could introduce AR for its product designers, who will be able to quickly iterate on designs and model them in a 3D space.
Training
How does a company train staff efficiently and apply the same training across locations, especially if it’s a large franchise? What about complex applications, such as in the medical field? CAE Healthcare is integrating Microsoft’s HoloLens into its training programs, allowing physicians to practice complex medical procedures in a 3D environment. AR allows companies to develop training that’s consistent for each employee and enables the employee to develop competence and confidence in their role.
Example: A company could develop an AR application to onboard employees, training them quickly with minimal risk to the employee or to workplace operations.
Customer Experiences
Modern audiences adapt to new technologies quickly; 4.2 billion people were reported as active internet users in 2018, and by 2020, the installed base of internet-of-things devices is forecast to grow to almost 31 billion. AR will be the next step, as companies develop new ways to apply it. One such way can be seen with Magic Leap’s Cheddar app, which enables Cheddar’s headline news networks to deliver live video feeds into a 3D space for users, who are able to place those anywhere in their surroundings. Businesses that apply augmented reality to their products gain direct visual engagement with their audiences.
Example: Social media platforms could extend their reach into augmented reality, allowing users to interact in a 3D environment without being physically connected.
For businesses looking to adopt AR technology, whether internally in your business or externally to clients, I’d like to offer two primary takeaways:
When adopting AR internally: Utilizing AR as a tool for your business is a learning process, but it is one based in understanding that you’re adding to the “real” world. You have the ability to shrink mountains to fit in a room, have airplanes float above desks and rip products apart without physically seeing them.
But your team always wants more from the experience, and showing a 3D object isn’t enough. Don’t just focus on functionality; think of ways to add visual flair for the “wow” factor. Consider how Snapchat scans facial features in order to overlay various special effects on users’ mobile devices. This is the type of flair that users love.
When adopting AR externally: Clients get excited the more their AR usage is highlighted on social media and in studies. If you’re creating an AR app or incorporating the technology into your current offering, always think about how to appeal to your audience and allow them to share the experience in a meaningful way. Highlight use cases of customers changing their world experience and altering reality with your products and services.
Planning how a client can share their experience using social media is a game changer, and making it easy for users to do so is crucially important. When they can share snapshots of their augmented experience, such as hairstyle changes or interacting with dragons, you attract new customers who want to try it, too.
The “You have to try this!” reaction is key for any AR (or XR experience in general). When thinking about this internally or externally, you cannot skip a single step — from concept and execution to excitement and experience sharing.
Augmented reality has countless applications for businesses. It will be interesting to see how AR develops over the next five years and how businesses continue to integrate the technology.