September 20, 2018

Curious Season 8: Is AR all hype?

Our new season of Curious talks is happening, and we’re taking time to focus on each of the senses. First up: SIGHT! From AR to brand spanking new innovations, how can we make sure we’re making the most of the original form of storytelling?

The conversation around augmented reality has certainly seemed full of promise and potential over the last couple of years. In fact, far from becoming a species of ‘Google glassholes’, we might be no closer to making augmented reality a part of our daily lives. According to Gartner’s latest report on the ‘hype cycle’ of emerging tech, it’s now officially stuck in the ‘trough of disillusionment’. But given that we now all have augmented capabilities at our fingertips (through our phones), is it really all doom and gloom? Or will the current scrutinization transform the tech to flourish onto the ‘plateau of productivity’?



This year we have seen tremendous progress and experimentation with AR. Hardware and software capabilities are aligning giving the ability for tens of thousands of AR apps to be released. Many of which are already applicable to real-world uses such as the Google Translate app where you can press the camera button and point at words you don’t understand and see magic happen before your very eyes.

There are great opportunities for Advertisers and AR to merge and create unique and fun campaigns for users. Just take a look at the Facebook and nike partnership that will let users buy limited-edition trainers in the Messenger app through augmented reality. Their first run was a success and within one hour they had sold out! So despite what Gartner may suggest, perhaps our appetite from AR hasn’t depleted.



Just a couple of days ago, Apple officially launched ARKit 2 on iOS12, effectively enhancing the biggest AR platform in the world even further. We can now experience the same augmented reality on multiple devices simultaneously, alongside the ability to stop at any time and come back to the same spot to resume whatever we were doing. These features can boost innovation in various industries, such as education, by allowing students to view and interact with the same object on their devices while coming back to it later or bringing it back home.



However, the most capitalizing feature that has been realized thus far for the general public is the ability to allow users to quick look 3D objects into the real world through common apps such as Safari and Messenger, thanks to the collaboration between Pixar and Apple who created a new file format called usdz. With this additional feature, Augmented Retail will soon become a multibillion-dollar business, as SME will also be able to play in the immersive experience that thus far only the big players such as Ikea and Amazon have been able to provide.

To delve into this and much more, make sure you come to the  first Curious talk of the season on the 27th of September. We’ll see you there!

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Team Curious

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