Swiss airlines Edelweiss created the aptly named “Catch a Flight to Buenos Aires” AR game to raise awareness of its new direct flights from Zurich to Buenos Aires.
Users download the app, point it at flights in the air, and if they correctly find an Edelweiss flight traveling to Buenos Aires, they can win a free flight of their own (for two).
To make it a little simpler, the app shows a countdown to when each flight to Buenos Aires will depart, and users can opt-in for notifications when one is in the sky.
Why it’s hot:
While it still might be pretty niche to peg raising awareness of a new service to an AR game, it’s a much more interesting and engaging way to promote a product. Traditional advertising methods might work, but this actually lets people interact with something as opposed to just passively consuming a message. Plus, it’s another example of physical objects in the real world getting a digital layer, as well as becoming potential canvases for engagement. As everything physical becomes digital, it’s interesting to see the future of advertising emerging.
“Scandinavian clothing brand Carlings has created an augmented reality T-shirt designed to reduce the environmental impact of fast fashion.
People can buy the T-shirt – which is white aside from a graphical logo at the top – from Carlings’ website for €39.90 ($44). The T-shirt is then mailed directly to the customer.
Upon delivery of the item, customers can visit Carlings’ dedicated Instagram account, select the filter icon and choose from a variety of designs, before pointing a phone camera at the T-shirt’s graphical logo. This will digitally superimpose the selected design onto the T-shirt.
The designs are emblazoned with environmentally conscious messages such as ‘Stop Denying Our Planet is Dying’ and ‘I’m Sure The Dinosaurs Thought They Had Time Too.’” (Contagious)
Why it’s hot
1. Designs that can be changed to match new causes extends the shirts timescale of relevance, combating fast-fashion disposability.
2. The shirt comes to life where it can have the most impact: on social media. Also gets folks going to the brand’s IG and creating lots of UGC.
3. Interesting how the 4th digital dimension is being employed to push social issues, in a cool, shareable, and potentially viral way.
4. Also, profits from the line go to a water charity, so seems like another fashion brand hoping their good works will turn into net profits.
Just as we were emerging from the US fast food Chicken Wars, another battle is now raging in the ongoing war between McDonald’s and Burger King. You probably remember the much-celebrated Whopper Detour of 2018. Well, Burger King Germany now brings you “Escape the Clown”. To coincide with the movie IT 2’s release, Burger King placed an ad in a movie magazine found in McDonald’s stores. People could scan the ad through the Burger King app to activate an AR experience leading to a coupon for a one-cent Whopper at a nearby BK. The coupon was only good for a finite amount of time, so customers would have to decide quickly.
Why it’s hot:
Sometimes you play nice, sometimes you can make a savage move. Placing an ad in a magazine at McDonald’s, and hijacking customers, when they’re literally at the point of sale, is about as savage as it gets in marketing. The fact they concealed it with AR is nice, but I’m not sure it was altogether necessary. And I’m not sure how anyone would know to look in the magazine and scan the ad before they would have already ordered a Big Mac. Either way, it’s certainly bold. Even if people don’t go to buy a Whopper, at least they could have had a brand experience that might affect their next fast-food dining decision. The kind of move that can leave an impression, and also land your app on someones phone (not to be lost here).
Burger King’s latest attack on McDonald’s is tapping into the upcoming release of the IT prequel with its new Escape the Clown campaign, an interactive campaign that targets McDonald’s customers in Germany using AR and geo-tagging. Playing on popular culture, Burger King successfully stole its rival’s customers at point of sale (kind of a big deal) and drove app downloads.
Burger King placed an AR-enabled advertisement in a film-themed magazine found in McDonald’s restaurants. Customers were prompted to download the BK app in order to scan the advertisement and access an Escape the Clown coupon for a one cent Whopper at the nearest Burger King. The app gave directions to the nearest restaurant and a countdown began, encouraging customers to leave McDonald’s restaurants (and escape the clown) immediately.
Burger King also used geo-targeting to invite McDonald’s customers to seek out the magazine and scan the app in targeted ads on Facebook and Twitter.
Why it’s hot: While not a new tactic for Burger King, in fact, it’s become a bit expected, by targeting customers who are already in McDonald’s restaurants, this campaign reaches its audience at the point of purchase, which in this category would’ve been an all-is-lost moment. Burger King also gamified a discount by positioning it as a challenge (get to the nearest Burger King before the countdown times out), which added an element of urgency and excitement to the offer. Not to mention that the many app downloads it generated are now also a new data source to help inform the King of other opportunities to conquest its rival.
A great deal of funding for wildlife conservation in the US comes from fishing and hunting permits, but the number of people buying them is declining. It seems fewer members of the younger generations are interested in actually packing out into the woods and sitting in a tree in silence for hours in order to bag an elk for the winter. But what Busch understood was what those younger generations are still interested in is drinking beer at bars and pretending to hunt elk on an arcade screen.
So Busch (Anheuser-Busch) teamed up with the Big Buck Hunter arcade game to sell $5 virtual hunting permits that give buyers access to a secret (branded) level within the barroom game. The funds from the permits (matched by Busch) will go to wildlife conservation. Busch has positioned itself as a beer brand for those close to, and interested in protecting nature, so this campaign is an on-brand extension of that premise.
Alongside the permit sales, Busch is selling limited edition cans through December, with QR codes that give access to a similar AR hunting game on one’s phone.
The campaign just began, so it remains to be seen if it will actually generate a noteworthy amount of conservation funding. At the very least it should raise some awareness and brand recognition for Busch with the younger set.
Why it’s hot:
Sometimes the best way to get people to act for an important cause is to tap into their habits, desires, and interests, and make it fun, rather than appealing to an abstract sense of duty, which many people can easily dismiss as: “Not my problem”.
Also, everybody wins:
Busch probably sells more beer with the curiosity created by the can design and offer of an AR game + gets a CSR halo.
Big Buck Hunter gets more players and press, framing itself as more than just a late-night afterthought.
Awareness and money gets raised for wildlife conservation at a time when it’s desperately needed.
Voice command devices, like Alexa and Siri, enable humans to engage, operate, and interact with technology thanks to the power of voice, but these technologies fail to account for the voiceless among us. Many people— including those suffering from neurodegenerative diseases, paralysis, or traumatic brain injuries— are unable to take advantage of such voice-user interface (VUI) devices. That’s where Facebook Reality Labs (FBR) comes in.
FBR has partnered with neuroscience professionals at UCSF to give a voice back to the voiceless by attempting to create the first non-invasive, wearable brain-computer interface (BCI) device for speech. This device would marry “the hands-free convenience and speed of voice with the discreteness of typing.” Although BCI technology is not new, the creation of BCI technology capable of converting imagined speech into text, without requiring implanted electrodes, would be.
In a recently successful—albeit limited—study, UCSF researchers demonstrated that brain activity (recorded while people speak) could be used to decode what people were saying into text on a computer screen in real-time. However, at this time, the algorithm can only decode a small set of words.
Although promising, such results are preliminary, and researchers have a long way to go until the power of this silent speech interface technology can be harnessed non-invasively and in wearable form. What is more, researchers believe this BCI technology “could one day be a powerful input for all-day wearable [augmented reality (AR)] glasses.”
Why it’s hot
Such a radical innovation would not only help those who can’t speak, it could alter how all people interact with today’s digital devices.
Google is launching a beta of its augmented reality walking directions feature for Google Maps.
Originally revealed earlier this year, Google Maps’ augmented reality feature has been available in an early alpha mode to both Google Pixel users and to Google Maps Local Guides, but starting today it’ll be rolling out to everyone,.
Just tap on any location nearby in Maps, tap the “Directions” button and then navigate to “Walking,” then tap“Live View” which should appear near the bottom of the screen.
The Live View feature isn’t designed with the idea that you’ll hold up your phone continually as you walk — instead, in provides quick, easy and super-useful orientation by showing you arrows and big, readable street markers overlaid on the real scene in front of you. That makes it much, much easier to orient yourself in unfamiliar settings, which is hugely beneficial when traveling in unfamiliar territory.
This week, notorious mixed reality company Magic Leap announced a new NBA “app” built on its platform.
Per Magic Leap, “Using Magic Leap’s Screens framework, fans can pull up multiple virtual screens to watch live games, full game replays, and highlights playing all at the same time. Only on Magic Leap’s spatial computing platform can these screens be independently scaled to any size and placed in any location. But the really cool stuff? The NBA App on Magic Leap introduces team -vs- team and player -vs- player season-long table top stats comparisons. And while live games are exclusively available for NBA League Pass and NBA Single-Game subscribers, a massive catalog of on-demand content is free for anyone using Magic Leap One.”
Why it’s hot:
Any new platform’s success ultimately depends on people using it. And in order to be useful, it must offer utility. It seems Magic Leap is starting to get into the first of what it believes to be many applications of adding mixed reality layers to our physical world. For several years, they had talked about the device which would enable this. Now, they’ve finally turned to the platform on which to develop experiences. Could this be what the app store was to smart phones? Only time will tell, but it will be exciting to see how Magic Leap and its brand partners develop new ways to experience content and the world with an added immersive layer.
You probably remember your elementary, middle and high school history books. There were stories of conflict, resolution, triumph and innovation. These are the stories of how the United States became the country it is today.
But a new augmented reality app aims to bring the other half of the population into the picture, literally. “Lessons in Herstory” shows students that there are women to remember as well. If students scan an image of a male historical figure inA History of US, Book 5: Liberty for All? 1820–1860 (California’s most popular U.S. History text), the app unlocks a story of an important female historical figure from that same period. For example, if you scan President Zachary Taylor, and you’ll see an illustration and story of Cathay Williams, the first African-American woman to enlist in the army during the Civil War, when women were prohibited from entering the military.
[The app was created by the ad agency, Goodby Silverstein & Partners and currently features stories of 75 women from the 19th century. The project was born from a panel at Cannes Lions last year.]
Why It’s Hot
The novelty of AR has led to many frivolous uses of it as the industry struggled and grappled with how to make it useful. This application shows off AR in the best way possible – literally allowing it to augment our history lessons to tell a full story. Plus, this quickly allows us to recognize more to our history without having to rewrite history books.
While everyone spent their Holiday breaks blindfolding themselves after watching “Bird Box” on Netflix against the advice of the streaming service, Netflix also rolled out an interactive standalone Black Mirror movie on Dec. 28. The interactive movie allows viewers to choose the ending.
Via NY Times:
“Black Mirror,” the speculative fiction series that encouraged people to be wary of new technology, is now hoping they will embrace it. The Netflix show released just one episode on Friday, a narrative titled “Bandersnatch” during which the viewer decides what will happen next.
It begins like this: Should the teenage video game whiz Stefan have Sugar Puffs or Frosties for breakfast? Soon the choices become more consequential. Will Stefan work at a game company, tell his therapist about his mother, take his meds? As so often on “Black Mirror,” reality is up for grabs.
Viewers are voting on more than who lives and dies on one program. If the response to “Bandersnatch” is enthusiastic, Netflix will take it as a strong signal that the public is ready for interactive movies and television shows, and a new age of storytelling will commence.
Not that the company needs much encouragement. It has already developed software to help organize stories that have endless permutations. It has perfected, or so it hopes, the technical ability to present these tales on multiple platforms around the world simultaneously. And it is calling for producers to submit interactive proposals in genres from horror to romantic comedy while hinting that it already has a few new shows in the works.
The idea behind the interactive push is simple: Viewers will care more if they are complicit.
“If bad things happen, you’ll feel even more crestfallen, because you were responsible,” said Todd Yellin, Netflix’s vice president for product. “If the character is victorious, you’ll feel even more uplifted because you made that choice.”
Why It’s Hot: As more and more streaming services vie for the same pieces of the pie, services like Netflix and Hulu are constantly looking for ways to be the next most talked about show. If “Black Mirror Bandersnatch” does well, interactive long form content may be the next big thing for entertainment, much like what “Avatar” did for 3D, and what Pokemon Go did for AR.
Sam’s Club will soon be introducing a whole new way to shop in Dallas, Texas. Their new location, called Sam’s Club Now, will serve as the company’s “epicenter of innovation,” where they’re testing everything from augmented reality product overlays to self-checkout via mobile app. A video on their site demonstrates what the experience could look like.
Shoppers will be able to make grocery lists on the app before entering the store. When they arrive, a map on their phone will direct them where to go to find the items on their list. The directions can also be activated by voice commands. Product pricing will use electronic labels — eliminating the need to manually print and replace signage. Scanning a product with their phone before adding it to a physical shopping cart allows for self-checkout when they’re finished.
AR product experiences will include showing ways to use the product, highlighting key features, and even speak to how items are sourced. There will also be kid-friendly experiences such as turning digital shopping carts into pirate ships or rockets.
Sam’s Club is using the new location to serve as a testing lab for these new technologies before rolling them out to other clubs. They’ll be using over 700 cameras to continually scan and optimize.
Why It’s Hot
Sam’s Club is testing innovative concepts that have the power to transform the everyday shopping experience.
One of the brilliant minds at Google recently shared the AR application above that lets users quickly and easily count money of any currency, in any currency.
Why It’s Hot:
These types of new uses for AR might seem novel and even a bit magical now, but it won’t stay that way for long. This is just another signal that our future will be in 4D, with a new digital layer that will add information and functionality to the physical world.
Zara mannequins are coming to life. The fast fashion destination is giving its display windows an AR makeover, enabling passersby to simply point their smartphones at empty display windows to make virtual models appear, move, and converse on their screens. If they like what they see, they can shop items directly from their mobile phones.
Why It’s Hot
-First retailer to implement AR at a mass scale
-Really smart and effective way to dress up retail…one that has fast turn arounds and less man power
-Bridges the purchase gap from brick and mortar to .com
When it comes to clothing and footwear purchases, customers still sometimes have no choice but to purchase products online blindly without being able to try them on, hoping that it looks good when it shows up. AR company Vyking is offering a new feature that hopes to solve this problem by letting customers try on a pair of sneakers virtually before they make a purchase.
While AR facial recognition is already being used by retailers for things like letting shoppers virtually try on beauty products, this could be a first for ‘foot recognition’ technology. The app uses AR and computer learning to sense where the wearer’s foot is and projects a model of the sneaker onto their foot.
Why it’s hot: This not only helps customers find styles that match their preferences but also cuts costs for retailers with returns.
For just under $6, you can give someone an augmented reality experience. Kineticards is building AR-enabled greeting cards that animate off of the page. The user must download the Kineticards app. Then they simply point the camera to the card, and the graphics start moving. The app maps the greeting card’s illustration and then replaces the static images with an animation. The AR dimension can also add interesting layers of information to the card. Gender reveal cards, for example, only show the word “boy” or “girl” once viewed through the app.
Why it’s hot: Although this is not anything new or completely unique, it is a simple and straightforward way to revamp greeting cards, and make them more interactive and personalized.
During SXSW, Outdoor Voices rolled out a new AR app, which encouraged festival-goers to break away from the craziness of the convention center and explore the hiking trails around Austin… and, use their app. The app is directed users to a park where they could then scan the ground and be rewarded with location-specific deals on apparel; the items were viewable in AR and users could see them in nature, explore them in detail, and even order using Apple Pay.
Why it’s hot: While some brands have started experimenting with AR games and scavenger hunts, Outdoor Voices takes an in interesting attempt to combine with commerce. Why it kind of defeats the purpose of ‘getting outdoors’ and ‘unplugging’, what better way to buy outdoor hiking clothes – while you’re doing that exact thing?
Cuseum, a company focussed on implementing augmented reality to improve museum experiences, is working with the Isabella Stewart Gardner Museum in Boston. In March 1990, thieves broke into the museum and stole 13 pieces of art worth an estimated $500 million. Today, the works have still not been recovered.
This year, on the 28th anniversary of the heist, Cuseum decided to use augmented reality powered by Apple’s ARKit to digitally put the stolen paintings back into their frames. Visitors are now able to see the pieces exactly where they originally were in the museum.
The museum is also offering a $10 million reward for any information that aids in the return of the stolen works.
Why it’s hot: This is a simple way to combine digtial and traditional ways to experience a museum, and leveraging AR to (somewhat) bring these paintings “home”.
The New York Times app started to incorporate AR into its digital content that makes flat images three-dimensional.
In an article reporting on the Winter Olympics, NYT uses the technology to allow readers to engage with the content, the athletes. Readers can look closer on some parts of the content, look at it from a different angle and walk around it. This functionality extends the time a reader spends on the article by letting them engage with the content.
Why it’s hot: using technology to add value to content and improve customer experience.
Details are a bit scant, but eBay announced this week it will soon be integrating AR functionality into its app.
Per Fortune, “The San Jose, California-based marketplace said it’s working on an AR kit that, for example, will let car enthusiasts see how the images of new wheels would look on their vehicles before making a purchase. Another feature will help sellers select the correct box size for an item by overlaying an image of the box on the merchandise.”
Why It’s Hot:
While not the newest kid on the block (eg, Ikea has used AR for years), eBay is a massive marketplace where millions of people globally buy and sell things. With physical retail integrating technology to fight back against the convenience of e-commerce, this is an example of e-commerce trying to bring elements of physical retail to the digital world. One of the big disadvantages of e-commerce is usually you’ll only see a bunch of images of a product, which in eBay’s case may or may not be of the actual product you’re buying. The ability to see what something looks like in a virtual 3 dimensions is a major new advantage.
Fortuitously timed, a genius developer has created an app that lets you appear to wield a Star Wars styled Light Saber using Augmented Reality. Per its creator:
“It’s an iPhone app that turns a rolled up piece of paper into a virtual lightsaber. I think the best thing about it is that it brings a special effect that has typically been reserved for advanced video editors to a mass audience.”
Why It’s Hot:
Augmented Reality has of course seen many new uses since becoming a widely available capability on iOS. Some are useful, and some just let you live out childhood fantasies like this. In either case, it’s amazing the digital layer of the world we are building on top of the physical one we have known for our entire lives.
Brain Power is a suite of AR and VR-like apps that work with Google Glass, to help people with autism learn crucial social interaction skills.
A few examples – “Emotional Charades” teaches them to identify emotions in real peoples’ faces. “Transition Master” helps them get comfortable with new circumstances before entering them. And “Face2Face” teaches them to make eye contact with others.
It makes it all a game, but unlike other types of teaching moments on an iPad, they’re always experiencing things without the artificial interference of a device screen, where really they’re just interacting with themselves.
Why it’s hot:
Earlier in the year, we talked a lot about the augmented self – how technology was helping us become almost super-human. But, it’s not just that. As Brain Power shows, it’s even helping learn basic human skills we might have a hard time with otherwise. While this is for autistic children to learn social skills, there’s no reason any child couldn’t learn through digital technology that feels like real life.
Plus, it’s another example of hardware getting out of the way. The only device needed here is the wearable Google Glass, which makes the experience feel like real life with a digital layer, rather than an artificial, screen-based experience.
Amazon joins the augmented reality scene with a feature on their application called AR view. This allows customers to virtually view how an item would look in their home prior to their purchase.
When a customer gets on the Amazon application they access the feature through the small camera icon located at the top right of the screen, and then choose the AR view option. From there, they can locate thousands of products to virtually place into their home to see how they would look. The customer viewing the item can rotate it around in a 360 degree fashion to see how it would look from multiple different angles in their home. This feature was announced alongside Amazon opening their Black Friday Deals Store.
The feature comes exclusively to Amazon application users who have an iPhone with the iOS 11 update. Amazon plans to make the feature available for Android phones sometime in the future.
Amazon announced a new augmented reality (AR) functionality for the Amazon App that will give shoppers a chance to envision real-world products around their homes before deciding to buy them.
Amazon didn’t specify exactly which of its offerings will be optimized for the app, but it claims that “thousands” of items across multiple product types will be viewable in AR. You can check out exactly how the tool works in the video below.
The app update is now available for the Amazon app on iOS 11 via Apple’s ARKit, so for now AR View is strictly for shoppers that have iPhones dating back to the 6S. Amazon didn’t share any plans to expand to Android phones.
AR visualization is a growing trend as the tech becomes more common, thanks to new efforts from Apple and Google. Home goods giant Ikea offered one of the first apps using the new ARKit for its customers back in September, while Google teamed up with Wayfair to show off a similar functionality for Tango phones on a mobile version of Chrome at the I/O conference in May.
Amazon is ramping up the tech offerings, giving us voice ordering with Alexa, AI style guidance with the Echo Look, and now AR functionality. The services are all cool shortcuts to make shopping easier than ever — which is exactly what Amazon wants to drive sales.
Why It’s Hot
For someone who is 15 steps ahead of the tech game, this is quite a lag for Amazon
Though late, Amazon continues to extend its world-class UX experience
This is yet another big ripple made created by iPhone’s ARKit
As telemedicine becomes more and more prevalent in our healthcare, Warby Parker just took a very traditional appointment from the exam room; to your living room. The eye exam.
Warby Parker, whose “try before you buy” model of online glasses shopping has already disrupted the traditional eyewear retail store found that many of their users were needing more of an “Rx check” rather than a comprehensive eye exam.
This prescription confirmation, as WB calculates it is nearly a $5B market. So they decided to launch their own startup to capture the demand. during the 2017 Fast Company Innovation Festival co-CEO Dave Gilboa stated
“We realized that we could use tech to make the experience newer, better, and faster,”
The new Perscitipn Check app leverages a desktop plus mobile experience to check the “health” of your current prescription. After the user completes a few tests the results are compared to a database. If the results are within spec, the user pays $40 for a licensed dr to confirm and write a new prescription. If out of spec, the app instructs the user to go for a traditional comprehensive eye exam. The $40 fee is over a 50% discount from a traditional eye exam.
Why It’s Hot
Warby Parker has once again launched innovation in a stagnate market space. Not only did they see that there was an experience gap for their customers, but also decided to take the risks and empower innovation from within. Companies who are humble enough to understand their “on-top” status won’t last forever often employee their best and brightest to create their own competition. This way they get the best new innovation without the delays of typical corporate sponsorship, and they see how the market might compete before a real competitor does.
Quartz News, the digital-focused arm of Atlantic Media, has launched a nifty AR feature in their news stories thanks to the new updates to iOS11. Now in a select number of the daily stories featured in the Quartz News mobile app you will find augmented reality to help illustrate objects featured in a particular story. For instance, its coverage of the demise of the Cassini spacecraft is joined by a 3D model of the ship that users can examine as if it was physically in the same room with them.
Why It’s Hot:
Of all the emerging technologies that companies have their eyes on, augmented reality seems to be the easiest to scale by way of mobile phones with no need for extras like headsets or glasses. Apple CEO, Tim Cook believes that many people will “have AR experiences every day, almost like eating three meals a day. It will become that much a part of you,” Cook predicted at a tech conference last year.
Quartz News sees this as an opportunity to bring news stories to life in ways that users have never experienced before. “In the same way we can use images and emoji and gifs to bring alive the stories we’re sharing, we think we can use AR to help people understand objects in the news,” John Keefe, head of Quartz’s Bot Studio, adding that the tech could also be used to illustrate stories with 3D landscapes, models of landmarks and historic structures, or even data visualizations.
With the release of iOS 11 came ARKit and a bunch of cool new apps that use the augmented reality technology. This week I saw two that caught my eye for similar reasons.
First is Placenote which allows its users to design interfaces for physical spaces in augmented reality. You could use Placenote to “leave instructions for your airbnb guest, help friends find your apartment, even create and share an interactive museum tour.”
Second is Holo with ARKit, an app that allows users to place 3D objects into their videos/photos.
Why it’s Hot:
Holo with ARKit is an awesome use case to show how ARKit can be used to personalize videos. It could easily be adopted by SnapChat or a similar social network
Placenotes allows users to create experiences in a new medium. Airbnb recently added the guidebook feature to their app which allowed hosts to add a step by step guide for how to reach the apartment/find keys/get in through photos and copy. This would be a great new feature for them to use for hosts to leave notes for guests in AR.
Placenotes could be used at events or shops to give guests information in a unique way.
Both of these products are early ARKit examples. Can’t wait to see what could come next with the type of tech!
An artist created an AR app that displays visualizations for sounds in a 3D space. It remembers the space the device was in when a sound is recorded, creates a visual for it, and plays the chunk of audio for the visualization closest to the user. So, users can “scrub” through audio in AR.
Google is redefining how we perceive the multiple “realities” we have been wrangling to understand to begin with by introducing Immersive Computing.
On one end of the human experience, you have reality. Living, breathing, non-digital reality. It’s great. Usually. In the middle, as technology becomes more “immersive,” you have augmented reality. Basically, graphics start to float in front of your eyes on top of the real world–like a monster in Pokémon Go. Then, eventually, as more and more of these graphics are layered over your perception, you naturally segue into virtual reality. At the right end of the spectrum, all reality has been replaced with pixels.
Basically, this is saying that the existing range of really distinct experiences or technological paradigms, aren’t different, but are all a gradient. And as technology advances and devices merge, immersive computing will allow us to pick and choose how much reality get (or don’t get). It’s the ability to dive as deeply (or shallowly) into the digital world as we’d like, at any time we’d would like, through glasses, or goggles, or a screen, or contact lenses…but preferably a Google device (Wink! Wink!)
And it’s also a way for Google (and brands) to eventually be able to hack our perception at a moment’s notice…In gradients of course.
Why It’s Hot:
New interesting way to frame immersive technologies- one that is more palatable to general audiences
By consolidating all their “reality related” interface experiments under one tech genre, Google is positioning themselves as the leaders in the category
It’s also an indicator of where they are going to be taking headsets/glasses, and possibly Samsung’s contacts.
Six months ago, Omega Ophthalmics did a small trial of seven patients outside of the US. Their goal was to test for adverse effects of a surgery similar to lens replacements that often accompany cataract removals. The difference? Rather than replacing the cloudy lens with a normal artificial lens, surgeons instead implanted a lens that could be used for augmented reality, interactive sensors, or drug delivery.
Why it’s hot
Although widespread adoption of this technology is unlikely in the near future, scientists, entrepreneurs, and venture capitalists hope that there is a market for such implants in an aging population that wants to be independent for longer. Whether this small trial is successful may pave the way for larger trials to test additional possibilities and risk.
Apple released ARKit, a mobile AR platform that uses Visual Inertial Odometry (VIO) to accurately track the world around it. VIO fuses camera sensor data with CoreMotion data, allowing the device to sense how it moves within a room with a high degree of accuracy, and without any additional calibration. It’s open to all developers who want to come create and play…and it’s also probably luring them away from FB/Snapchat/Googs.
By having the experience live in an app on millions of iOS devices, it’s giving creators (developers) a much wider audience (and incentive) to test and socialize.
Already, ARKit’s sharing platform is seeing some really awesome crowdsourced examples of the tech in action.
See more examples of what developers have already been toying with, go here.
Why It’s Hot:
Democratizing AR to both users and developers (HoloLens who?)
Positioning it’s self the Go-To AR platform
Low-Overhead cutting edge technology for brands to explore and own