Augmented Reality

Augmented reality (AR) is currently one of the fastest growing emerging technologies, with research group MarketWatch projecting that the industry will exceed $50 billion by 2024. This is largely due to the continuing spread of the technology's penetration into multiple markets, from the healthcare industry to logistics, from recreation to business applications, AR is making its claim on the world of technology.

For business, AR is bringing powerful new tools to the table that were never available before. Construction and architecture is using AR to develop advanced previews and 3D models of planned building sites to get a very real picture of how a new building will fit into the surrounding area. On a similar token, construction workers can have a heads-up-display (HUD) with a building's blueprint available at their fingertips. These working applications for AR have the potential to transform industries and enhance worker productivity in ways we couldn't have dreamed of just a couple short decades ago. Businesses can also use AR as a powerful marketing tool to entice new customers in innovative ways.

While productivity is one of the most popular AR applications, the technology has many other uses as well. Customer assistance and service applications are becoming more and more popular, with everything from retail to the tourism industry finding their own way to implement AR. Interactive maps, virtual tour guides, intuitive product manuals and more are sweeping through these industries in countries across the globe.

Regardless of the sector or industry, it's becoming increasingly clear that AR is going to continue to be an innovative new way to interact with the world around us. The technology sees no signs of slowing down in the near future and the number of applications continues to grow.

AR and productivity

Imagine a typical IT service desk. Administrators utilize a range of software tools, like IT asset management software by SysAid, to keep track of assets, respond to incidents, and keep the technology arm of the business operating. Now picture that same service desk using AR tools to enhance productivity. The service desk could use an interactive asset map to identify newly activated assets or help spot problem areas while working on other tasks. The help desk could use an AR enhanced knowledge base to help their end users resolve problems without ever needing the assistance of a staff member.

Manufacturing is already making widespread use of this technology to enhance worker productivity. Employees on the manufacturing floor can use augmented reality headsets with detailed heads-up-displays to track activity on the floor of a manufacturing center. This display uses information being pulled from Internet-of-Things (IoT) devices in key areas around the plant so that workers can spot potential problems long before they ever become an issue. This also helps workers to maximize time and effectiveness to increase the overall efficiency of the manufacturing process. This technology, combined with IoT and big data, has the potential to completely transform the manufacturing industry and is often touted as a critical component of the Industry 4.0 revolution.

AR and marketing

Another strong application for AR comes in the form of marketing. There's already been a large number of companies that have used AR marketing campaigns to generate a huge buzz around their business in a unique way. Pepsi Co., for example, took over a London bus stop for a day, transforming the back panel of the stop into an augmented reality looking glass displaying fantastical images for all the onlookers to see. Everything from space ships to monsters were displayed through the back of the bus stop, drawing a huge crowd and immediately going viral across the internet.

When this was eventually linked back to the popular drink brand, it resulted in immediate buzz thanks to the way the video and information spread like wildfire across the internet. These unique marketing applications are a powerful way to make use of AR tech.

AR service and support

One of the most consumer-focused ways AR is currently being used, enhanced service and support gives customers an entirely new way to interact with products, locations, and services.

Retailers in China have been falling over themselves to get on board with this technology, and many Western retailers have already launched AR-focused products in Chinese stores. Usually taking the form of an application or in-store “mirror,” these products allow customers to try on everything from makeup to clothing and handbags, allowing customers to “try before you buy” without ever having to actually put anything on. This craze extends outside of the East as well, with many popular manufacturers partnering with Facebook to make use of the technology. The sunglasses brand Kors has used this to allow potential customers to try on sunglasses in an AR application provided through the popular social networking platform.

Outside of retail, there's other service-oriented industries making use of the technology. Sports stadiums can make use of AR to let potential ticket buyers project a true-to-life view of potential seats onto the walls of their own home, giving a preview of what any seat in the stadium may look like. Large venues, like hospitals or airports, can use AR to help create virtual maps that allow visitors to navigate their sprawling campuses with ease.

Product manuals can be enhanced by AR as well, and there's even some luxury vehicle manufacturers that are already on-board with this application. Mercedes recently released a virtual assistant to accompany the drivers of its new vehicles, able to answer a range of technical questions about the vehicle. This lets drivers bypass time-intensive manual look-ups to get the answers they need.

AR continues to expand

With all these applications, and many more to come, AR is one of the most exciting emerging technologies to see use in recent years. It remains to be seen how ubiquitous the technology will become, and how the emergence of other technologies – particularly IoT – will interact with AR in the future.

This article does not necessarily reflect the opinions of the editors or management of EconoTimes.