Augmented reality (AR) is an innovative technology changing how brands engage audiences and create experiences. As AR advances, its marketing uses are growing more diverse and is leading to a new era of interactive and personalised campaigns. You may think this is some way into the future, but I can assure you it is already here!
AR enhances the real world by overlaying digital content like images, text or 3D models onto a view through a smartphone, tablet or headset. This blends the physical and virtual worlds together. AR is different from virtual reality (VR), where the entire view is artificially created.
One key AR use is product visualisation. With AR, customers can "try on" products like glasses, furniture or car colours before buying. This improves the shopping experience, reduces returns and increases satisfaction.
AR also enhances experiential marketing. Brands create interactive AR experiences at events, trade shows and stores, allowing customers to engage with products or services in immersive ways. From product demos, to assembly instructions, to games, new AR use cases emerge daily.
AR aids storytelling and brand engagement too. By overlaying digital content on the real world, marketers craft compelling narratives that captivate audiences. This includes AR scavenger hunts, tour, and comics.
However, marketers must approach AR strategically and provide value. Successful AR campaigns are visually stunning but also offer seamless, intuitive experiences aligning with the brand's messaging and goals.
AR's rise in marketing is an opportunity for brands to stand out, captivate audiences, and build deeper customer connections. By embracing this technology, forward-thinking marketers can deliver truly innovative, engaging experiences with lasting impact.
Here is a top 20 list of uses of AR technology, some that may surprise you, and the source website pages for each of the use-cases:
1. AR surgical guidance - Overlaying patient imaging data onto the surgeon's view during operations.
Augmedics : Their Xvision system offers augmented reality guidance for spinal surgeries, allowing surgeons to see the patient's anatomy through skin and tissue.
Novarad : The VisAR system provides real-time 3D reconstructions and surgical guidance, enhancing precision and reducing setup times.
OnPoint Surgical : A company that focuses on AR-based surgical navigation systems designed to enhance the precision and efficiency of various surgical procedures.
2. AR repair instructions - Guides and animations overlaid on machinery or equipment for repair technicians.
TeamViewer : TeamViewer Remote - Secure remote access and support offers AR solutions for field service and maintenance, providing instructions and hands-free operation.
Scope AR : Their WorkLink platform delivers AR-based guided instructions and real-time remote assistance for industrial maintenance.
3. AR translation - Real-time translation of signs, menus, etc. in the user's field of view. Plus assitive technolgy for deaf and hard of hearing people.
Google Translate : Provides AR translation features through its mobile app, translating text in real-time via the camera.
Transcribe Glass : Wearable assistive technology device for deaf, elderly and other people who want to improve their comprehension of spoken communication using captions.
4. AR fitness coaching - Virtual trainers and form guides overlaid for workouts.
Capsule Sight : 15 Examples of the Use of Augmented Reality (AR) in Sport.
Tilt Labs : Revolutionizing the Fitness Industry: The Transformative Power of Augmented Reality.
5. AR interior design - Visualizing furniture placements and design options within a room.
IKEA Place : Allows users to plan and design rooms and visualise how furniture will look and fit in their homes using AR technology.
Portaire : Augmented Reality In Interior Design.
6. AR navigation and AR audio experiences - Turn-by-turn directions and mapping data overlaid on the real environment.
Google Maps Live View : Incorporates AR for walking directions, overlaying route information onto the real-world view through the camera.
Bose Sound Systems : Bose introduces audio augmented reality platform. Unveils the Future of Mobile Sound in Eyewear Prototype.
7. AR manual visualization - Instructions overlaid directly on the object or machine.
Porsche : Immersive presentations: How Porsche is stepping into mixed reality
Boeing : Red 6 Complete First Augmented Reality Test Flight.
8. AR education - Interactive 3D models and visualisations for teaching concepts.
Curiscope : Their Virtuali-Tee product offers an interactive AR experience for learning about human anatomy.
zSpace : Improve STEAM and CTE performance by delivering zSpace Experiential Learning with AR/VR, anywhere, anytime.
9. AR cooking assistance - Recipe instructions and visuals overlaid while cooking.
Samsung : Samsung Announces Global Launch of Samsung Food, an AI-powered, Personalised Food and Recipe Service.
Artificially Intelligent Blog : The Future of Augmented Reality in the Kitchen: Transforming Your Cooking Experience.
10. AR window shopping - Viewing product displays and pricing through store windows.
Overly App : augmented reality retail examples for better customer experience.
Alibaba : Their AR and XR platform allows customers to view products and prices through their mobile devices, whilst window shopping.
11. AR astronomy - Identifying constellations, planets and celestial objects viewed from Earth.
Star Walk : Offers an AR-based app that helps users identify constellations, planets, and other celestial objects in the night sky.
Telescope Guides : Augmented Reality Stargazing: Turning the Night Sky into an Interactive Journey.
12. AR emergency assistance - Guides and visuals for emergency responders on scene.
U.S. Department of Homeland Security (DHS) : AR solutions for training emergency responders, providing real-time data and visual guidance during incidents.
https://www.dhs.gov/sites/default/files/2023-06/Augmented Reality Training Systems for First Responders TechNote.pdf
Edgybees : Offers AR technology that enhances situational awareness through live video overlays.
13. AR maintenance - Overlays for inspecting infrastructure like bridges or utility lines.
Atheer : Their AR platform aids in the inspection and maintenance of infrastructure such as bridges and utility lines.
Taqtile : Provides AR tools for field maintenance and inspection tasks, overlaying relevant data and instructions.
14. AR paleontology - Visualising prehistoric creatures in their environment.
Science Direct : An integrated VR/AR framework for user-centric interactive experience of cultural heritage: The ArkaeVision project.
Cambridge University Press : Virtual and Augmented Reality in Public Archaeology Teaching.
15. AR tourism - Historical recreations and information at cultural/heritage sites.
Timelooper : Offers AR historical recreations and guided tours at cultural and heritage sites.
MuseumNext : How museums are using augmented reality.
16. AR training - Simulations of situations for training purposes.
Serious Labs : Develops AR training simulations for hazardous environments, improving safety and preparedness.
Senar : Training staff with mobile AR and develop long-lasting skills 2x faster.
17. AR zoo/museum tours - Interactive guides and information about exhibits.
Erth : Their AR experiences enhance zoo visits by bringing animal exhibits to life with interactive content.
Second Canvas : Provides AR tours for museums, allowing visitors to explore exhibits with added digital information.
18. AR party entertainment - Games, filters, and animated overlays for events.
Snapchat : Uses AR for interactive filters and games during events and parties.
PostPopStudios : Augmented Reality Ideas for Events.
19. AR heritage storytelling - Bringing historical events/figures to life through visualisations.
HistoryView : Provides AR experiences that bring historical events and figures to life through visual storytelling.
Cuseum : Uses AR to create immersive heritage and cultural storytelling experiences for museums and historical sites.
20. AR vehicle repair - Guides and schematics for diagnosing and fixing vehicles.
Bosch : Their AR solutions provide detailed repair guides and diagnostic tools for automotive technicians. They also produce sensors for use in AR and VR technology.
Mercedes-Benz : AR Technology in Service.
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