By using Augmented Reality for events, commercial directors and experiential agencies can reduce costs, attract new audiences and educate prospects.
Augmented Reality (AR) Insights
Delve into the incredible world of Augmented Reality (AR). Here you’ll find the latest insights, views, and trends about AR and how it’s revolutionising industries and experiences. Learn about the latest advancements and explore how this incredible technology is transforming various industries.
What is Augmented Reality?
AR is an interactive, immersive experience that blends digital elements into the real world. Using smartphones, tablets, and wearables like AR glasses, Augmented Reality overlays virtual information onto the physical environment. It can be a powerful tool in enhancing the way we comprehend and interact with our surroundings.
What’s the difference between Augmented Reality and Virtual Reality?
AR uses mobile or head worn devices to overlay digital information (images, text, or 3D models) onto the real world. Virtual Reality (VR) creates entirely simulated environments, immersing users in a completely artificial world via a headset. AR enhances reality, while VR creates a new one.
How is Augmented Reality used?
AR is revolutionising various industries by seamlessly integrating digital information into real-world experiences. It is transforming entertainment, education, retail, and beyond, from interactive museum exhibits, fan experiences and games to virtual product trials and tourist navigation. Browse our Insights posts to discover the incredible impact Augmented Reality has brought to different sectors and how it’s enhancing our everyday lives.
Glossary
Some useful terms to deepen your understanding of Augmented Reality
Marker Based Tracking
Marker-based AR uses predefined static and dynamic markers (certain images, patterns, or symbols) as reference points for overlaying digital content onto the real world. AR-enabled devices recognize these markers and superimpose virtual elements, such as 3D models or text overlays, onto the live view. Dynamic markers allow interactive elements to adapt to changes in the physical environment.
AR Trigger
An AR trigger is a specific marker, image, object, or action that prompts the AR system to initiate a digital augmentation or interaction. When the AR device detects the trigger, it overlays the corresponding virtual content onto the real-world view, engaging users in interactive experiences or providing additional information related to the trigger itself.
Depth Sensing
Depth sensors are three-dimensional range finders that collect distance information across a field of view. They emit light or light patterns and capture the reflected data; by analyzing the differences between emitted and returned light, the sensors identify surfaces and objects and their respective distances. These sensors are essential for enhancing immersive experiences like room-scale VR, hand-tracking applications, realistic Mixed Reality, 3D scanning, and mesh generation.
Persistent AR
Persistence refers to the capacity to keep things in place consistently over time. Persistent AR solutions allow virtual content to be consistently placed in an augmented scene across multiple user sessions. Therefore, when you go back to the AR application after leaving, you will find the content—including objects and layouts—in the same place as you left it.
Geolocation
Geolocation in AR involves integrating real-world geographical data, such as GPS coordinates, with digital information to create location-based AR experiences. Using a device’s location tracking capabilities, AR applications can overlay virtual content onto specific physical locations in the real world. This enables users to explore interactive AR content tied to their surroundings, such as historical information about landmarks.
AR Cloud
An AR Cloud is a digital replica of a real-world environment that enables real-time sharing of augmented reality experiences among users. This virtual environment acts as a “shared screen” for AR experiences: the AR cloud technology serves as an abstraction layer for physical spaces, objects, and individuals, allowing customization of digital content and experiences to suit specific needs.
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