Author Archives: Omead Sinai

About Omead Sinai

1. Enhancing Brand Interactions with AI Avatars

   Wed 12 June 2024 12:26 pm Leave a Comment

   

   Brand interactions are changing to meet the expectations of new audiences. Digital native Generation Z customers respond to digital-first experiences which “pepper in a personal touch”, according to Forbes, while research from Broadridge suggests 77% of Gen Z want personalized brand interactions.

   Forward-thinking brands can give customers the personalization and personality they crave by adopting an exciting cutting edge innovation: the AI avatar.

   An AI-powered avatar is an animated character which interacts naturally with a customer or user. A custom-made brand ambassador that listens, understands and speaks like a human. A digital personality responding to what users say and do.

   Artificial intelligence characters are already making immersive Augmented Reality and Virtual Reality experiences even more realistic for users. For innovation-savvy commercial directors, brand marketers and experiential agencies, they’re an evolution of storytelling and a much-needed tool for elevating the conversation between brand and audience in coming years.

   Key Takeaways

   • Today’s customers, particularly younger audiences, want emotional connection with a brand. AI avatars meet that marketing opportunity – they give a brand a face and a voice.
   • Character is crucial. AI avatars bring brand identity to life with believable personality, backstory and deep brand knowledge.
   • AI avatars are endlessly adaptable to a company’s needs and objectives. Easily deployed across multiple platforms and touchpoints, they’re tailored to any form of interaction with human beings, from sales and customer service to internal training.
   • The immersive experience sector is projected to be worth $250 billion by the end of the decade, according to Insight Partners. Innovating now is key to taking advantage of this opportunity.

   

   What are AI Avatars and NPCs?

   This buzzworthy field is still developing, so it’s worth specifying what we mean by AI avatars.

   In this article, we’re talking about animated characters which hold meaningful conversations with users, powered by generative AI and natural language processing technologies.

   These avatars are built around two core components: an AI ‘brain’  and a 3D character.

   The brain is trained through machine learning, then programmed with brand guidelines and personality – including backstory, motivations, flaws and even moods.

   That semi-autonomous brain is then integrated with a 3D character, lip-synced and rigged for the corresponding animations.

   This is distinct from other current uses of artificial intelligence. We’re not talking about standard text-based chatbots seen on many websites, or ‘virtual influencers’ like fictional fashion model Lil Miquela, made of AI-generated still images posted on social media.

   True AI avatars are living embodiments of brand IP, capable of surprising and delighting customers. Here’s why they’re essential for taking brands into the future of brand interaction.

   How Does an AI Avatar work?

   AI characters powerfully combine cutting edge innovations:

   Machine learning trains an AI avatar with deep knowledge of company and product.   

   Generative AI comes up with human-like natural language delivered to the user.

   Text-to-speech & voice cloning provides the character with a flexible voice to answer any question. Brands develop a new vocal identity for their character, or partner with actors and celebrities to match a signature sound. 

   But the technology isn’t the point, and is in fact invisible to the customer. All someone knows is they’re chatting with a genuine personality. 

   

   What is a Non-Player Character (NPC)?

   In video games, users take on the role of a playable character. Background characters are known as NPCs: non-player characters (or non-playable characters). Game designers strive for realistic interactions with NPCs so a story feels real.

   What is The Difference Between an AI Avatar and an NPC?

   Up until now, background characters have largely been limited to a pre-written script.

   AI avatars, meanwhile, aren’t simply offering preset responses to users. Sophisticated machine learning trains them with deep brand knowledge, so they can give meaningful answers to any question from a human—wherever the player takes the conversation.

   What are Key Features of AI-powered Avatars and NPCs?

   AI-powered avatars are platform-agnostic. Once created, they can be deployed across different spaces, including desktop and mobile, in games and apps, on social media, in Augmented Reality (AR) and Virtual Reality (VR).

   Key features of AI avatars:

   • Personalization
   • Multimodal interaction (text-based chat, voice interaction, even gesture recognition) 
   • Cross-platform integration capabilities
   • Contextual understanding
   • Personality emulation
   • Learning and adaptation
   • NLP capabilities
   • 3D modelling and CGI compositing
   • Brand safety features

   

   Are AI-powered avatars capable of learning and adapting?

   Adaptability is a key advantage over scripted chatbots. Access to the previous chat log means avatars adapt to a customer’s information and their previous answers.

   What a customer wants may change as they hear the avatar’s responses. In turn, the AI-powered avatar continually adapts to the human’s changing needs.

   How Can AI avatars be Used in Marketing?

   With AI, any brand can custom-make the perfect mascot, spokesperson, sales assistant or product expert.

   Digital brand representatives hit various marketing objectives:

   • Growth — Enticing potential customers into games or experiences.
   • Consideration —Nudging people with buying advice or subtle product introductions.
   • Loyalty / retention — Advising existing users, or promising fresh experiences next time.

   Using Avatars and NPCs for Brand Storytelling

   An avatar character is a brand persona brought to life. For example, financial giant UBS Switzerland created a digital double of its chief economist to project authority and expertise when dispensing advice to high-value clients.

   To safeguard corporate identity and reputation, avatars are coded with brand safety guidelines, company policies and protective guardrails. Spontaneous interaction with customers therefore remains within carefully-defined boundaries.

   Major brands are already using AI avatars, from Samsung to Disney.

   How do AI-powered avatars compare to traditional marketing approaches?

   Instead of one-size-fits-all advertising broadcasting to a mass audience, each and every customer enjoys a customized interaction. Forging emotional connections empowers forward-thinking brands to get ahead of those still relying on conventional marketing.

   How can AI avatars be Used on Social Media?

   Cross-platform AI avatars can be used in formats tailored to social media platforms. A pre-recorded TikTok video or Instagram reel forms a cross-platform marketing campaign linking to the full experience.

   Even if new social media platforms emerge or algorithms change, AI avatars adapt to meet customers wherever they like to hang out.

   Done right, AI avatars create self-sustaining viral moments as delighted users share the experience with their networks.

   Crucially, the brand is represented consistently across all platforms, sparking customer familiarity no matter where it’s encountered. 

   

   How to Measure the Effectiveness of AI avatars in Marketing

   A sales-oriented character can directly link to a product retail page, allowing brands to clearly see the avatar’s conversion and ROI. Further data analytics track how customers engage with the avatar compared to engagement with other channels.

   Key metrics include:

   • User engagement metrics (dwell time, frequency of interactions), 
   • Conversion rates for desired actions (sales, sign-ups, downloads)
   • Customer satisfaction post-interaction (return user rate)

   The entire chat log between character and user is recorded: a unique element of AI avatar campaign analysis. This can be incredibly powerful to understand customer sentiment and how they interact with your brand on a level impossible with other forms of marketing.

   What are Some Examples of AI avatars Across Different Industries?

   Innovative brands are already trialing AI avatars. The range of examples shows the flexibility of AI avatars: they benefit any industry. 

   How are AI avatars Used in Food & Beverage?

   Customers looking for wine with a twist instantly grasp the Chronic Cellars brand when they chat with the winemaker’s playful yet knowledgeable Purple Paradise AI sommelier character. Developed in collaboration with Rock Paper Reality from the company’s iconic pre-existing character, the animated sommelier answers questions, offers tasting notes, suggests seasonal recipes and teases secrets from the cellars. The character does all this in sunglasses and shades, embodying the brand’s fun-loving identity.

   How are AI avatars Used in Entertainment & Media?

   In early 2024, Nvidia’s Convai demo showed unprecedentedly lifelike video game NPCs. Alongside innovations like Replica Studios’ smart NPCs, there’s clearly enormous potential for familiar characters and household name IP to be given a new lease of life with AI.

   For example, on a streaming service homepage a character from a movie could chat to a viewer and recommend a film to fit their mood. To show how existing IP characters can be given an extra dimension, Disney is experimenting with adding AI to instantly recognizable Star Wars characters, deepening interaction online and in-person at theme parks and attractions.

   How Are AI avatars Used In Sports?

   AI avatars can help diversify a brand beyond its core proposition. A great example is sports, where research shows younger audiences are often more interested in athlete social accounts rather than watching the sport itself.

   Professional sports teams can create AI avatars of their athletes for experiences such as web-based escape-room-style games or activations in-stadium and on sports memorabilia. This enables fans to interact with their favorite players on a personal level, providing a unique and engaging experience.

   How Can AI Avatars Be Used In Education & Training?

   Avatars which talk like real people are ideal for training staff in customer service and soft skills. These training environments provide individualized tutoring or simulate customer service interactions.

   For example, a realistic avatar could be used on mock sales calls, adapting to what the salesperson says and responding realistically to user inputs. Employees quickly learn how to resolve typical queries or defuse common conflicts.

   What Are The Advantages of AI Avatars for Branding?

   Text-based chatbots may appear more cost-effective than a human customer service employee, but brands should consider customer responses. One study showed 78% of consumers have interacted with a chatbot in the past year, but 80% found the experience frustrating.

   Another study found personality traits like openness and agreeableness gave a “significant improved effect on the user experience”. That shows personality-filled AI avatars offer an experience many impersonal and limited chatbots can’t match. 

   AI characters can also take brands into spaces not reached by traditional advertising. For example, Inworld have demoed AI characters in Roblox, a gaming platform used by 71.5 million people per day. Millions of gamers use platforms like Twitch (33 million US users) and Fortnite (500 million users worldwide), adding up to a huge potential audience for brands.

   Far from being wary of product placement, Comscore found 55% of players actually respond well to real brands appearing in a game’s storyworld, especially if ads come with some form of reward. 

   

   Using AI Avatars To Enhance Audience Engagement

   Conversational AI brings IP to life, elevating characters into living entities. Adapting and engaging spontaneously, they present a unique opportunity to build rapport and transform user interactions into novel and exciting brand touchpoints.

   When customers encounter a consistent compelling character across every platform and touchpoint, it gives a brand the opportunity for transmedia storytelling meeting the continuous demand for fresh content and experiences.

   Building Emotional Connections

   Brands can program a character’s facial expressions, voice and intonation to suggest emotions and personality. Studies suggest people trust AI showing personality, keeping them interacting with the brand and potentially nudging towards purchasing decisions.
   
   Trust and authenticity are essential for consumers. According to GWI, 59% of Gen Z say they trust AI-generated information a lot/completely, compared to just 33% of baby boomers.

   Data Capture And Insights

   Savvy consumers may be reticent to share their data. But a compelling AI avatar can draw out relevant information from a person in a less intrusive manner.

   This conversational model opens up first-party data capture to give brands crucial insights.

   Best Practices for AI Avatar and NPC Creation

   We’ve seen how an AI avatar benefits a brand. So how does a brand create one?

   That’s where companies like Rock Paper Reality come in, turning brand assets and IP into AI-powered ambassadors wowing audiences. 

   

   How To Create An AI avatar

   A brand avatar begins with an idea. Whether based on existing IP or developed as an original concept, the character’s personality will need to reflect and represent the brand persona. This means establishing its purpose, tone of voice and personality. Are they funny or serious? Informational or entertaining? Authoritative or playful?

   The concept is then developed into an animated character, capable of a range of movement for video and interactive applications. AI voice and voice cloning gives a character a near-infinite range of spoken responses. Voices can be selected from an existing library, or cloned from a voice actor to match existing representations of the character seen in TV commercials and elsewhere.

   The avatar then goes through a process of iterative development and testing. By tracking analytics on the avatar’s performance and response from test audiences, the model is optimized to meet the project’s goals.

   What Are Some Challenges And Considerations To Be Aware of?

   Smart marketers looking to explore an AI avatar should start a conversation with an AI specialist like Rock Paper Reality. Our expert team not only navigates the technical process, but also ethical and brand considerations. Here are some things to be aware of:

   • Brand identity and safety

   Maintaining brand identity and reputation requires thoughtfully programmed guardrails. For example, excluding certain words or subjects the avatar should avoid if users try to bring them into conversation. It’s also important to monitor ‘hallucinations’, inaccurate information or biases creeping into an incorrectly trained AI’s responses. But with robust safeguards in place, marketers can trust avatars will speak and act in alignment with brand values and standards.

   • Copyright and data sources

   The Hollywood writers’ strike highlighted the debate about where LLMs get the data informing their responses. Brands should be transparent about sources of data, and be mindful of copyright ownership.

   • Data security 

   It’s important to be transparent about data collection and follow regulations such as GDPR and other data privacy laws. 

   Additional Challenges in AI Avatar Implementation

   To gain further insights into these challenges, we’ve spoken with Dom Lashley, Head of XR/Web3 at Gravity Road, who shares his expert perspective on navigating these complexities.

   Virtual AI Avatars are revolutionizing brand engagement, creating immersive and transformative experiences for all demographics.

   • Challenge 1: Data Management and Compliance

   Brands face significant responsibilities in handling user interaction data collected by AI. Concerns include user data privacy, maintaining high-quality datasets, and compliance with data retention policies.

   • Challenge 2: Safety

   AI technology presents unique safety challenges. While AI avatars can evolve with users, they risk “hallucinating” responses that can damage brand reputation. Tight operational parameters are essential to ensure safe and reliable interactions.

   • Challenge 3: Your Brand Ambassador

   AI avatars must be well-informed about the brand to avoid off-brand or inaccurate responses. A rich informational foundation enhances consumer trust and loyalty, making the avatar a vital digital ambassador.

   As these challenges are navigated, the potential for next-generation creative excellence in AI avatars is not just promising – it’s incredibly exciting.

   Which AI Applications Are Used For Avatar And NPC Development?

   An AI avatar is created at the convergence of multiple cutting-edge technologies and tools. Here’s some key players to be aware of:

   • Inworld AI — An AI game engine driving dynamic NPCs and evolving settings, reacting in real time to a player’s actions.
   • Ready Player Me — A user-friendly avatar builder for customers and players to design and generate their own unique character in games and apps. 
   • Eleven Labs — Generative AI for speech, creating human-sounding voices in any language.
   • Lamda — The system behind Google Bard, the Language Model for Dialogue Applications is a conversational AI capable of engaging in free-flowing and intuitive chats.
   • Blockade Labs — Generates 360-degree panoramic environments as backdrops for AI-powered characters. 
   • Convai — Nvidia’s AI-powered NPCs will add natural language conversations to future video games.
   • Charisma AI — AI story engine using natural language processing to generate character dialogue responding to players realistically while guiding them through a script.
   • Replica Studios — AI-powered NPCs developed for the widely-used Unreal Engine.

   

   Conclusion: What is the Future for AI avatars and NPCs?

   As Gen Z comes to prominence and competition for their attention intensifies, it’s imperative brands find unique ways to stand out. The market for augmented, virtual, and mixed reality is projected to be worth more than $250 billion by 2028, meaning brands must create new identities to meet and enthrall customers in these spaces.

   Emerging Technologies Shaping the Future of AI avatars

   AI-powered avatars and NPCs are already transforming audience relationships, delivering the personalization and interactivity users seek. Machine learning and artificial intelligence are growth industries attracting huge amounts of attention and investment, so they’re growing ever more sophisticated and valuable to brands.

   It’s vital for brands to begin exploring this field now, both for the short-term advantage to be gained over less forward-thinking competitors, and to gain the experience and understanding needed to be a leader in the coming era of marketing.

   FAQs on AI-powered avatars and NPCs

   How do AI-powered avatars help brands stand out in a crowded market?

   The content landscape has never been more saturated. In today’s attention economy brands need nuanced ways to capture a person’s imagination. An AI avatar creates a face and personality for a brand, building a genuine emotional connection with a customer.

   What is the difference between an AI avatar and a chatbot?

   A chatbot’s scripted responses can be repetitive and irrelevant, frustrating customers who need help with anything beyond the simplest issue. The main goal of a chatbot is to help customers find resolution, while an AI avatar strengthens a customer’s relationship with the brand through entertainment and connection.

   What are the ethical considerations surrounding AI-powered avatars and NPCs?

   When building a customized AI avatar for a brand, a leading immersive agency like Rock Paper Reality helps marketers navigate important concerns around brand safety, ethics and copyright ownership.

   What role do NPCs play in virtual environments?

   Non-player characters guide and entertain users in games, brand activations and immersive experiences.

   How do AI avatars contribute to accessibility and inclusivity?

   AI avatars are able to speak, aiding visually-impaired users who struggle with text. Conversing in natural language, they give information anyone can understand.

   What industries can benefit from AI-powered avatars and NPCs?

   Brands in all industries need to forge emotional connections with customers. Avatars can even be deployed internally for purposes like training staff.

   What’s the best way to create an AI avatar for a business?

   Anyone can work with AI experts like Rock Paper Reality and Inworld to create a custom AI solution perfectly tailored to a brand. 

2. How AI is Making Immersive Experiences More Powerful

   Wed 24 January 2024 1:50 pm Leave a Comment

   From virtual reality simulations that adapt with user behavior in real time to augmented reality applications that blend digital and physical worlds, AI is revolutionizing the immersive technology landscape. Far beyond mere entertainment, AI is ushering in an era where immersive content is becoming faster, more engaging, and widely-used across multiple industries.

   

   For businesses, the infusion of AI into immersive technologies offers a game-changing toolkit. Brands are better positioned than ever to forge stronger connections with their audiences, deliver experiences that resonate on a personal level and create a lasting impact. Let’s delve into the value you can create for your brand today from this perfect combination of fast-growing technologies.  

   Key Takeaways

   • Artificial intelligence can vastly increase processing power and speed, enabling unbelievably responsive and personalized experiences. Richly detailed graphics, adaptive sound and dynamic narratives are all made possible or enhanced by AI.
   • Experiences with higher levels of responsiveness can increase immersion and drive greater emotional connection. This can heighten user engagement and forge strong brand relationships.
   • Immersive experiences have dozens of use cases across multiple sectors, from entertainment and gaming to enterprise and e-commerce.
   • Major brands are already investing in and experimenting with AI, and AI-powered XR experiences.

   How AI Enhances Personalization and Interactivity

   Nothing draws in a user like a personalized experience. Just over 70% of consumers expect companies to deliver personalized interactions, and even more get frustrated when this expectation is not met. Digitally-created environments feel more real when they respond to the person using them, and the faster and more dynamic the response the more the user can feel immersed in the experience. AI provides the processing power and speed to generate those elaborate personalized responses instantaneously.

   Major technology companies including Microsoft, Google, and Meta have already integrated generative AI into services and platforms, allowing them to instantaneously generate video call backgrounds, environments and search queries for the user. And that’s just the start.

   How is AI Used in Behavior Analysis and Preference Tracking?

   

   AI can efficiently analyze large volumes of data, detect patterns and predict what a user might do or might want to do next. This is especially valuable for creating personalized XR experiences, as models can generate content that is more relevant to a user’s preferences and needs. Tailored narrative arcs, shopping suggestions and training materials can make immersive experiences more engaging, and ultimately drive far greater value for both the user and creator.

   AI and Adaptive Storytelling

   AI enhances adaptive gameplay by analyzing player behavior, adjusting game elements in real-time, and offering personalized challenges. Dynamic narratives and mission customization present users with compelling choices, opening up new possibilities and unique experiences. Players can follow different paths based on past experience or skill level, or just play differently depending on their mood.

   When an experience is different for every user, or different every time they play, interactions become more relevant and nuanced. This can wield substantial benefits in terms of replayability and retention.

   How is AI Used in Simulation Training?

   The same principles are used in narrative-driven training, presenting workers with different scenarios so they can explore the consequences of alternative decisions. Surgeons, miners and first aid responders can hone their skills in virtual environments, giving them crucial experience for use in the real world.

   

   Another important use case is AI-powered customer service training programmes. These put workers into conversations with digital avatars which talk like real customers. Investment giant Invesco is just one of the major players trialing on-demand training environments, which simulate sales calls so employees can learn how to tackle realistic customer responses, objections and conflict. According to a PwC report, people training in an immersive VR environment completed the material four times faster and with four times as much focus as those learning in the classroom — reducing costs and increasing efficiencies for enterprise training at scale.

   How Can AI Create Visual Content?

   AI-assisted visuals can take immersive content to a new level. Realistic 3D models, optimized textures, and dynamic adaptability create visually stunning and engaging environments, enhancing immersion and making the virtual experience more compelling, enjoyable, and memorable for users. From entertainment and gaming to education, heightening the sense of realism can have a huge impact on the overall effectiveness of the content.

   How Does AI Make Imagery More Realistic?

   AI’s real-time processing power plays a big part. Enhanced realism comes from high-fidelity graphics and richly-detailed high-resolution textures. Lighting and shadows add depth and dimension to an environment, while real-time adaptations to a player’s movements enable them to feel truly grounded in the digital realm.

   AI-generated visuals were key to Rock Paper Reality’s addictive VR motor-racing game for the Japan and USA Formula 1 Grand Prix races. Players could customize their cars for each race, which meant using pre-generated complex depth maps and textures with AI.

   To take an example from the world of retail e-commerce, the IKEA Place app uses AI to show potential customers how a particular piece of furniture would look in their home. It doesn’t just place a photo of a sofa on a picture of their living room, though: the app accurately scales both the room and the item, and matches lighting and shadows to give the customer a genuine feel for how the item would appear.

   Similarly, RPR’s View In The Room solution for Saatchi Art gave collectors the opportunity to see how over 1 million artworks would look in their home. The AR feature grew mobile transactions 100% year-on-year, outpacing desktop.

   AI Object Segmentation for World Awareness

   Immersive experiences become more believable and impactful when virtual objects behave as if they were in the actual space. AI can recognize and differentiate people, items and surfaces in an image or video in a process called object segmentation. It’s ideal for use cases like medical imaging, which can highlight anomalies in a person’s scan, or self-driving cars, which can distinguish (and then avoid) vehicles and obstacles.

   In AR, object segmentation adds world awareness — for example, a fictional digital object can be shown bouncing differently when it ‘comes into contact’ with real surfaces like a hard floor or a sofa. This was a crucial element in RPR’s highly replayable AR experience for Ben & Jerry’s, in which players could build their own sundae. Similarly, attendees of Adobe Max 2023 loved opening their AR app and seeing digital elements ‘bounce’ down the sides of the LA Convention Center to introduce the day’s schedule.

   AI-driven Character Design and Avatars

   Artificial intelligence can also have a huge impact on the characters a user may encounter within an experience. AI algorithms can influence behaviors, enabling characters to react realistically to in-game events, while Natural Language Processing (NLP) facilitates communication and comprehension. AI technologies can also enable gesture recognition, making facial expressions and interactions more lifelike and compelling.

   Again, it isn’t just fantasy settings in gaming or entertainment experiences that benefit from these advances. The same principles apply in enterprise solutions and AR experiences. When AI is applied to IP, famous characters can be brought to life and transformed into interactive branded ambassadors. RPR created an AR experience around the winemakers Chronic Cellars’ iconic skeleton character Purple Paradise. Trained on an extensive dataset of the company’s wines, the AI-powered NPC sommelier was able to converse, offer tasting notes and deliver tips and information. 

   How is AI Used in Audio and Sound Design?

   Artificial intelligence plays an integral role in sound design for immersive worldbuilding. From real-time audio analysis and adaptive soundtracks to spatial audio processing and voice cloning, AI is a powerful tool in enhancing the realism and richness of simulated environments.

   An experience’s sound mix is a powerful tool for immersive worldbuilding, because noises perceived to be coming from different directions help the user understand the geography of a virtual environment. AI-driven audio and sound technologies leverage artificial intelligence to enhance and customize auditory experiences.

   AI and Spatial Audio

   Spatial audio recreates a 3D sound experience, mimicking the way humans receive sound input in the real world. Audio for an experience may be recorded with microphones set up in a 3D binaural arrangement, mirroring the way sounds may come from the left, right, front or back. The technology enables users to experience sound from multiple directions, helping them to understand the geography of a virtual environment and access enhanced spatial awareness and realism. AI can intelligently mix audio content to suit different spatial configurations and simulate effects such as reverberation. 

   AI and Positional Audio Effects

   As with the visuals of an experience, the power of AI makes sound more responsive and dynamic. In storytelling terms, positional sound pulls a player’s attention to a specific point in space to watch events unfold. Sound conjures story moments, from a loud jump scare to a more subtle noise a player may strain to hear. By drawing from a library of sounds or music ‘stems’, AI can build dynamic soundtracks that fit a narrative as it unfolds. In a game, music may become more exciting as a player chooses an action sequence. In an AR experience, users might trigger sounds with movement.

   Natural Language Processing and Voice Recognition

   Voice recognition is powered through a branch of AI known as Natural Language Processing (NLP). It allows users to talk to digital characters and enables those characters to respond in contextually appropriate ways. In gaming, this technology can be leveraged to influence story arcs and convey decisions. In training scenarios, customer service employees can talk to virtual customers just as they would on the phone or face-to-face.

   AI and Voice Cloning and Training

   AI can be used in voice cloning, enabling an actor’s voice to be extrapolated beyond the content captured in a recording. This technology turns a speaker’s performance into building blocks to assemble new dialogue in real time. Musicians like Charli XCX, Sia and Grimes are among the cutting-edge performers giving permission for their voices to be cloned. Instead of restricting users to pre-programmed scripts, AI opens up a world of dynamic and compelling interactions.

   How is AI Used to Enhance the User Experience?

   AI can make an experience feel more natural and reduce the friction and learning curves found in other applications. When a player has to follow a tutorial or spend time figuring out how to interact, it can become a barrier to getting on with the job or enjoying the experience. Thanks to AI, a user can use natural language to speak with characters and give commands, enabling them to easily navigate an environment as if it were a real place.

   

   The value of an intuitive and natural experience can’t be overstated, as it allows a player to enter an experience and simply begin exploring. This is also great for accessibility, as features like text-to-speech empower visually or functionally-impaired users to interact too.

   What Are The Future Trends and Considerations For AI?

   AI is only growing smarter, faster and more efficient. So it’ll continue to unlock and enhance the power of augmented reality, virtual reality and mixed reality. Experiences will become even more responsive, more adaptive and more personalized. As AI develops, the use of natural language with dynamic visuals and sound will create ever more realistic characters for users to interact with. And this has already extended into the worlds of entertainment, marketing, gaming, hospitality and all kinds of corporate uses.

   AI-driven AR overlays will provide an even greater level of responsiveness. AI tools like ChatGPT and Midjourney are currently making headlines for their ability to generate text and images on demand. Combine that with AR and you have AR experiences which go beyond simply displaying pre-programmed digital elements. Instead, they will generate truly adaptive overlays of content specifically responding to what you’re looking at.

   

   Ethical Implications and Challenges of Combining AI and Immersive Technologies

   As AI continues to develop, transparency and accountability are essential. Privacy, data protection and consent are key considerations for creators of XR content to be aware of.

   Large Language Model (LLM) systems are trained on pre-existing information, so artists must give consent to their creative property being used. When using voice cloning, actors must agree to use of their voice beyond the limits of a single script.

   As AI draws on source material, it can perpetuate biases and ideas from the original creators. Users should be mindful to avoid repeating unconscious biases or unacceptable ideology. They should also guard against the introduction of inaccurate information – sometimes called ‘hallucinations’ – into the finished product. 

   Grow Your Brand with AI-powered Immersive Storytelling

   

   Artificial intelligence and extended reality make a perfect pairing. AR and VR environments are enormously impactful because they immerse users into narratives that evoke powerful emotional connections. The more dynamic, organic and responsive the experiences, the deeper the connection and the higher the engagement. AI’s processing speed, coupled with its ability to generate human-like responses, supercharge the adaptive nature of an XR experience.

   The AI revolution is happening right now, and already driving groundbreakingly immersive activations. Forward-thinking brands are energizing employees and thrilling customers with XR experiences and enterprise solutions across all kinds of industries. For AI and XR, this is the perfect moment.  

   At RPR, we’ve already built experiences using AI, and we could do it for you too. Get in touch now.

   Frequently Asked Questions About AI and Immersive Experiences

   How is AI used in 3D modeling?

   3D modeling is a perfect use of AI, as it typically requires a lot of processing power. AI quickly produces realistic textures and shading for different surfaces in 3D characters and environments.

   How does AI help virtual reality?

   AI’s real-time processing speed can enable virtual reality applications to respond instantly to whatever the user may do. From conversations with digital characters to richly-detailed graphics, AI-powered enhancements add to the believability of VR experiences.

   What’s the relationship between augmented reality and machine learning?

   Augmented reality adds digital elements like text or animation onto what a person actually sees in the real world. Machine learning involves algorithms that analyze huge quantities of data to find patterns.  By collecting and analyzing user choices, behavior and information, machine learning enables AR experiences to evolve.

   How does AI impact virtual worlds?

   AI’s speed and processing power means even high-quality graphics and audio can be efficiently generated in response to user actions. This opens the way for highly-detailed, richly-rendered and incredibly immersive experiences which take users on dynamic and varied journeys.

3. Immersive Learning & Training

   Fri 22 December 2023 11:42 am Leave a Comment

   Immersive learning and training programs can have a huge impact on user engagement, retention, and real-world results. Thanks to Virtual Reality (VR), Augmented Reality (AR) and Mixed Reality (MR), enterprises and organizations across all sectors, from medicine and aviation to sports and beyond are transforming the way they share knowledge and grow. The advantages are limitless, and can offer especially great efficiencies for distributed, multi-location teams.

   Studies show that virtual learners complete training four times faster than those studying with traditional methods, and that they are four times more focused than e- learners. Immersive programs can also make training more inclusive and reduce the risks and costs associated with on-site activities.

   In this article we’ll explore a variety of immersive learning applications, things to consider when implementing virtual training infrastructures and how to get the most out of them.

   Key Takeaways

   • AR, VR, and VR Simulation help simplify complex subjects and enable efficient global training deployment. This helps companies stay competitive and standardize their knowledge management processes. 
   • Immersive learning improves employee retention, performance, and knowledge absorption while reducing training time and costs.
   • Where one-size-fits-all traditional training does not address individual needs or the learning paces of all employees, immersive learning technologies are customizable. They can adapt to the learner’s pace, offer multiple scenarios or levels of difficulty, and provide personalized feedback.
   • Obtaining granular data about trainee performance from traditional training methods is often not possible. AR and VR platforms can collect data on every interaction, providing insights into areas for improvement and content effectiveness.

   • Immersive learning programs can significantly reduce costs and offer ROI in other ways such as behavioral change, improved engagement, and reduced time to competence.

   What is Immersive Learning?

   Immersive learning is an educational method that places students directly in an interactive environment, leveraging technologies such as virtual reality, augmented reality and mixed reality to simulate real-world scenarios or create hands-on experiences. Unlike traditional passive learning, where students are primarily listeners or note-takers in a classroom-based environment, immersive learning emphasizes active participation, multi-sensory engagement, and practical application of knowledge.

   What’s the Difference Between Immersive Learning and Experiential Learning?

   Immersive learning and experiential learning are both hands-on, interactive educational approaches, but they have some differences.

   

   As mentioned, immersive learning often relies on digital technology—such as AR, VR, and simulation training (we’ll dive into the nuances below)—to create a simulated or artificial learning environment. This setting allows for total engagement and learner presence within the experience. It may also explore non-linear solutions, where learner actions reveal multiple possibilities, as opposed to a single right or wrong answer.

   The three main types of immersive learning technologies that businesses might leverage include VR, AR, and VR training simulations.

   Experiential learning, meanwhile, encompasses the broader concept of learning through experience. This can be virtually assisted; it can also take place in real-world settings without digital technology. Experiential learning involves direct engagement with materials or the environment and can include in-person field trips, hands-on experiments, or community projects.

   What are the Benefits of Immersive Training and Learning?

   Whether delivering business training in an enterprise or educational content in a school setting, immersive learning can have a big impact on results. In fact, 70% of consumers say that AR can help with skill development, and V-learners (employees using VR for training) in a PwC study reported feeling up to 275% more confident to act on what they had learned—40% higher than the classroom rate. Here are some benefits of using virtual reality, augmented reality and mixed reality in education and training:

   • Improved retention. Immersive learning requires learners to make decisions, solve problems, and think critically—and this leads to better retention.

   • Emotional connection. By simulating real-life experiences, immersive learning creates emotional engagement, making the learning process more meaningful. Learners can be nearly 4 times more emotionally connected to content accessed a virtual setting than in a physical classroom.

   • Contextual learning. Immersive learning provides context to the material being studied. It allows students to understand not just the “what,” but also the “why” and “how” of the subject matter.

   • Safe environment. One of the great advantages of immersive training is the ability to practice skills in a safe environment where mistakes do not carry real world consequences. This encourages risk-taking and exploration—essential for learning.

   • Caters to different learning styles. Immersive technologies can make training programs more inclusive, accommodate more learning styles and maximize engagement for all learners.

   Immersive training can have a substantial impact on ROI. Firstly, it can boost learner engagement, retention and performance, producing greater real-world results. Secondly, the automation of training can also lower the costs of implementing a program over time. As such, organizations can benefit from both lowered cost of investment and increased payoff.

   What are Some Examples of Immersive Learning Technology?

   

   What is Virtual Reality Learning?

   Virtual reality is an immersive technology that transports the user to a different environment, typically through a VR headset or other headworn device. This environment might be modeled after real-world settings or exist as a completely imaginary landscape. In education, VR learning is used for immersive storytelling, virtual field trips, and complex skill simulations. It can offer students a deep dive into content that would otherwise be inaccessible due to physical, temporal, or financial constraints.

   What is Augmented Reality Learning?

   Augmented reality learning integrates digital information into the user’s actual surroundings in real time. Unlike VR, which creates an entirely artificial space, AR overlays new information on top of the existing environment. For learning purposes, this could mean pointing a tablet or smartphone at a machine to see its components labeled, or at a historical site to view historical facts and figures.

   What is Virtual Reality Training Simulation?

   Simulation training provides a realistic emulation of real-world processes or systems for the purpose of practice and learning. It’s widely used in fields where hands-on experience is crucial, such as aviation, healthcare, and engineering. With simulation training, learners can practice tasks, manage complex situations, and experience the outcomes of different decisions in a controlled, risk-free environment.

   For instance, surgical trainees may use a simulation to practice skills and operations in a safe but realistic 3D environment. This type of training is highly effective in building competence and confidence.

   Applications of Immersive Training

   Immersive training can serve a diverse range of industries, with each leveraging the technology to address unique challenges and educational needs. Let’s dive into how certain sectors in particular might leverage AR and VR training.

   Immersive Training for Corporate Learning & Development

   Immersive learning is increasingly used in corporate environments for leadership development, team building, sales training, and other development programs. It can augment or replace on-the-job practice, allowing learners to gain experience in safe and controlled environments. It also gives employees the chance to practice skills and decision-making without real-world consequences.

   For example, RPR developed a retail scene for customer service training incorporating facial cues and real-world physics. Learners could practice responding to body language signals and handle objects on the shop floor.

   VR Medical Training

   Healthcare institutions use AR and VR technology for repeatable, immersive surgery simulation, providing invaluable practice opportunities in a risk-free setting. Learners can improve their diagnostic skills through virtual patient interactions and stay up to date with the latest medical advancements.

   VR Safety Training

   Workers in high-risk industries can benefit from immersive learning programs that simulate hazardous conditions, emergency response scenarios, and technical procedures. These work especially well for potentially dangerous environments such as construction sites and energy plants.

   The RPR team developed an immersive training simulation of a fire on an oil rig that could be used for health and safety training in the sector. With visual effects to accurately replicate the emergency, users could learn what to expect and how to respond in a more realistic way.

   Virtual Reality in Education

   Educational institutions use immersive technologies to bring abstract concepts to life, provide virtual field trips, and enable interactive learning experiences that would otherwise be impossible in a traditional classroom. With VR language learning, students can practice conversations in different settings, while criminal justice students can investigate virtual crime scenes.

   

   VR Military Training

   Military forces use immersive simulations for combat training, tactical planning, and decision-making exercises. This intensely realistic training helps to prepare service members for the physical and psychological demands of the battlefield.

   VR Sports Training

   Research has shown that VR training can improve athletes’ decision-making abilities, perception and cognitive abilities. VR technology is quickly gaining popularity by coaches as a training tool at all levels, from school and college athletes to professional leagues such as the NFL. Recruiters can use VR technology environments to assess prospective players’ abilities more comprehensively than traditional scouting methods.

   In addition, VR sports training is proving highly beneficial in minimizing long-term brain injury caused by impact in boxing, football, soccer, rugby, and other contact sports.

   

   How to Implement Augmented & Virtual Reality Training Programs

   Immersive learning can help bridge gaps between remote and hybrid workers, drive behavioral change and create a more connected workplace. The University of Maryland found that compared to traditional methods, VR training resulted in an 8.8% increase in employee performance. Deloitte also reported a 34% rise in productivity due to an increase in employee confidence from VR training.

   VR immersive learning is estimated to be more cost-effective at scale compared to traditional classroom or e-learning. Investing in immersive training can activate interest and foster deeper engagement in remote teams. Successful implementation does, however, require a methodical approach and careful planning. Development teams need to select immersive training solutions that align with the learning objectives of their organization.

   Building an Immersive Training Environment

   Building an immersive learning environment begins with clearly defining what you want learners to achieve. Understanding the desired outcomes will guide the design of the learning experience and material; content should maximize the chosen technology’s capabilities, ensuring seamless integration of text, visual and immersive elements.

   Let’s look at a few key factors to consider in the design and creation process:

   • Design for interaction. Encourage active participation by designing tasks that require learners to interact with the environment. The more learners can do rather than just see or hear, the higher the likelihood of retention.

   • Integrate storytelling. Developing a narrative within the immersive environment can enhance the learning experience by capturing learners’ attention and making concepts relatable. As storytelling coach Hari Patience- Davies says: “including stories in a presentation makes it more memorable, and using a story to help you remember something is a powerful technique.”

   • Provide guidance and support. Within the immersive environment, include support mechanisms like tutorials, hints, or an accompanying facilitator to help guide learners and clarify complex information.

   • Ensure accessibility. Make the immersive learning environment inclusive for all learners, including those with disabilities. This may involve adding features like voice control and subtitles.

   • Incorporate feedback. Real-time feedback is crucial in immersive environments, as it directs learners, reinforces correct behaviors, and helps them understand the consequences of their actions.

   • Foster collaboration. When relevant, include collaborative elements that allow learners to work together. This can enhance learning outcomes and mirror real-world teamwork and communication.

   

   Choosing the Right Immersive Technology

   Since all other components of the immersive environment hinge on this choice, it’s important to look for content-driven technology from the start. When selecting the best technology for your program, it’s key to:

   • Analyze your audience. Consider the characteristics of your learners, including their age, tech-savviness, learning styles, and any special accommodations they might need. This will help you choose a technology that is user-friendly and accessible.

   • Assess content suitability. Examine how well your content can be adapted to different immersive technologies. Some subjects may benefit more from one type of technology over another (e.g., VR might be better for spatial understanding, while AR could enhance on-the-job training).

   • Evaluate technical requirements. Assess the technical requirements for each technology, including hardware and software needs, maintenance, and potential upgrades. Check that your infrastructure can support it—both on the side of the provider and the learners.

   • Consider scalability. Think about how easily you can scale the chosen technology to accommodate the number of users in your program.

   • Consider integration with existing systems. Determine how well the new technology will integrate with any current learning management systems (LMS) or other educational technologies you use.

   

   Budget Considerations when Implementing Immersive Training

   When calculating the budget for an immersive learning program, there are several cost factors to keep in mind. These include:

   • Hardware expenses. Some solutions require specific hardware, such as VR headsets, AR glasses, or mobile devices. Depending on the scale of your program, this could mean purchasing multiple units.

   • Software costs. You may need to purchase or subscribe to specialized software platforms that enable the creation and management of immersive content. Additionally, there might be licensing fees for proprietary technologies or content management systems.

   • Content development. Creating high-quality immersive content can be costly. Remember to consider expenses for instructional design, graphic design, programming, audio production, and potentially hiring subject matter experts. It’s worth noting though, this cost is inevitable when developing any training materials and is not unique to immersive deployments.

   • Infrastructure upgrades. Your current infrastructure may need upgrading to support new technologies, including high-speed internet access, adequate bandwidth, and compatible hardware.

   • Maintenance and updates. Ongoing hardware and software maintenance—as well as regular updates to the immersive content—may require long-term budgetary considerations.

   • Training and support. You must factor the costs of training educators and support staff into the budget.

   • Scaling costs. As your program grows, scaling up the technology to serve more learners may require additional investment.

   • Replacement and repairs. Account for the cost of repairing or replacing damaged of obsolete hardware over time.

   • Evaluation and analytics. Investment in tools and systems to track and evaluate the effectiveness of the immersive learning experience.

   • Accessibility. Making sure that your content is accessible to all learners—including those with disabilities—may involve additional investments in specialized technology or design features.

   • Security. Protecting sensitive learner data may require enhanced security measures and systems, if these are not already integrated at an organisation.

   

   How Do You Measure the Impact of Immersive Training and Education?

   Measuring the ROI of immersive learning programs involves evaluating both the tangible and intangible benefits against the costs.

   KPIs to Quantify ROI on Immersive Programs

   • Pre- and post-assessment performance. Compare learners’ performance metrics before and after participating in the immersive learning program. Improved scores can indicate the program’s effectiveness. You could also cross-compare to similar training delivered via classroom, on-site or e-learning courses.

   • Skill retention. Assess long-term retention of skills or knowledge through follow-up tests or evaluations after a certain period has elapsed.

   • Behavioral change. Observe and measure changes in learner behavior or performance on the job. This can involve workplace assessments, peer reviews, and self-reporting.

   • User engagement metrics. Track engagement metrics within the immersive learning environment like session times, completion rates, and user interactions.

   • Feedback and satisfaction surveys. Collect qualitative data to understand learner satisfaction and the perceived value of the program.

   • Cost-benefit analysis. Compare the costs of developing and running the immersive program against historical data for traditional training costs. Savings can come from reduced travel, less time spent in training, or not having to use physical resources.

   • Time to competency. Measure how quickly learners reach competency with the immersive program compared to traditional methods. A faster time to competency often translates to cost savings and productivity gains.

   • Reduction in mistakes or accidents. For certain fields, a reduction in errors, accidents, or safety incidents after training can be directly correlated with financial savings.

   • Impact on retention rate. A 2023 study revealed that 86% of hiring managers believe employee training is critical for retention. In addition, 76% of employees are more likely to stick with an employer that offers continuous training. If immersive learning creates higher employee satisfaction and retention, calculate the cost savings from reduced turnover.

   • Scalability and reusability. Evaluate the potential to reuse the program for multiple cohorts or the ease of updating it for future use. This will impact the long-term value of the investment.

   • Productivity measures. Assess any changes in productivity that can be reasonably attributed to the training. This could manifest as a change in output, efficiency, or quality of work.

   

   Immersive Learning and Training: Your Competitive Edge

   Immersive learning presents a powerful tool to bridge gaps between education and achievement. It can enhance connectivity in the workplace, drive behavioral change, and improve the success of teams. But creating efficient immersive learning environments hinges on combining technical architecture such as VR and AR with compelling and engaging content. Neglecting either side of the equation will limit the return on investment.

   Whether you need to level up your training and development department or turn up your marketing, innovation is key to making an impact in and with your business. Rock Paper Reality’s award-winning team of strategists, designers, creators, and engineers specialize in developing and deploying immersive experiences. We’ll find the best technology and content options for your business outcomes, budget, and industry. Ready to progress your business with results-driven immersive tech? Let’s connect.

   Frequently Asked Questions About Immersive Learning

   What accessibility concerns are key to remember for individuals with disabilities when it comes to immersive learning experiences?

   Accessibility is a critical consideration when designing immersive learning experiences. Some key accessibility considerations include adjustments for visual impairments, deaf or hard-of-hearing users, physical disabilities, sensory overload, and epilepsy or other seizure conditions. Designers should confirm compliance with relevant laws and standards, such as the Americans with Disabilities Act (ADA) and the Web Content Accessibility Guidelines (WCAG).

   What are the most common challenges organizations face when trying to implement immersive learning programs?

   Challenges that can affect the success and effectiveness of immersive learning programs might include:

   • Data privacy and security

   • Legal and compliance issues

   • Aligning programs with certification requirements or industry standards

   • Technological infrastructure

   • Change management

   What steps can organizations take to ensure data privacy and security in immersive learning applications?

   Ensuring data privacy and security is essential to protect sensitive information and maintain user trust. Besides ensuring compliance with data protection laws such as GDPR, HIPAA, or the CCPA, organizations should also implement robust encryption measures, employ strong multi-factor authentication, and limit data collection. Where possible, they should also anonymize or pseudonymize data to reduce linkage to identifiable individuals. Implement strict access controls and perform regular security audits and updates.

   How can smaller organizations with limited budgets get started with immersive learning initiatives?

   Smaller organizations can still take advantage of immersive learning by adopting more strategic and cost-effective approaches. This can include scaling slowly or starting with a pilot program or single-use case. This allows for gradual investment and evaluation before full-scale implementation. Organizations can also start with consumer-grade technology like smartphones, and focus on content with high reusability.

4. Augmented Reality in the Beauty & Cosmetics Industry

   Tue 14 November 2023 5:20 pm Leave a Comment

   Globally, applications of virtual and augmented reality (VR and AR) in the cosmetics and beauty markets is set to expand at a compound annual growth rate (CAGR) of 25.5% from 2022 to 2027. It’s not hard to see why—from virtual makeup try-ons, beauty filters and skincare analysis to personalised shopping and engaging DOOH advertising campaigns, cosmetics brands have never been better positioned to attract and serve their customers.

   Technological advancement and the beauty industry have always moved hand-in-hand. In this article we’ll dive deeper into the historic entanglement between tech advancement and the beauty sector and analyze how the beauty industry is already integrating AR into services and marketing. We’ll also take a look at the future of AR in beauty and cosmetics.

   

   Key Takeaways

   • Augmented reality enables brands to offer highly personalized shopping experiences. From virtual consultations and complexion analysis to personalized skincare regimes, AR can bring customers closer to products and reduce dissatisfaction.
   • AR allows beauty brands to level up their marketing strategies with distinctive DOOH campaigns, virtual search capabilities, and virtual fragrance experiences. This allows brands to engage consumers through memorable multi-channel interactions.
   • As digitally-native generations occupy an ever larger slice of the consumer market, it’s incumbent on brands to meet them where they are with sophisticated AR solutions that address their expectations and concerns.
   • AR tools can contribute significantly to a more sustainable cosmetic industry—reducing waste, lowering costs, and appealing to eco-conscious consumers. This offers an opportunity to stand out in a saturated market.

   

   How are Technology and the Beauty Industry Connected?

   The beauty industry has come a long way since ancient times, when alabaster face powder and Cleopatra’s kohl eyeliner were popular. The products we traditionally associate with the modern industry—like lipstick, mascara, and nail polish—surged to popularity in the 20th century.

   The Historical Role of Technology in the Beauty Industry

   Fueling the development and mainstream use of these cosmetics was technological innovation: think portrait photography, more affordable and compact mirrors, and especially motion pictures. In the 1920s, people began using makeup to emulate their favorite movie stars; marketing quickly caught on and followed the trends.

   Technological innovation since then has only further popularized the industry. New formulas stabilize products for longer and more safely, while advancements in media and marketing have widened the pool of consumers, bringing the beauty industry to everyone.

   

   For example, the advent of social media rocketed influencers and beauty bloggers to immense popularity, democratizing new trends and beauty standards. It has given a voice to demographics previously overlooked in marketing campaigns and has shifted the beauty industry towards a more inclusive approach.

   Now AR is helping the beauty industry take yet another leap forward.

   The Rise of Augmented Reality Technology in the Beauty Industry

   Brands are always looking for more compelling ways to engage customers—and as digital natives comprise an increasingly significant part of the consumer market, blending the digital and physical could not be more important.

   Augmented reality isn’t new technology, but its popularity has certainly surged in recent years. In part, one could associate this rise with the disruption caused by the Covid-19 pandemic. The sudden proliferation of eCommerce and multi-channel shopping options brought a shift in marketing strategies—and an enhanced appreciation for digital capabilities.

   Competitive players in the beauty industry are taking advantage of augmented reality to offer impressive customer-centric experiences, meeting shoppers where they are like never before. AR technology superimposes digital elements onto real-world visuals through a device such as a tablet or smartphone. In other words, virtual objects or animations overlay on the device camera’s real-time view.

   From skin health analysis to intelligent shade-matching, AR has opened a gateway to newly personalized and accessible shopping experiences. But the technology doesn’t only benefit the consumer—brands reap the benefits just as much. AR tools help beauty brands increase profit margins through lower product return rates and improved inventory management.

   

   Improving Customer Service with AR in Beauty and Cosmetics

   The unpredictability of online shopping is a common pain point for shoppers when it comes to purchasing beauty and cosmetic products. Users take a gamble in knowing whether a product is suitable for their skin or complements their style. This often prevents potential customers from making online purchases—and increases the number of returns from those who do. In fact, the cart abandonment rate for the cosmetics industry is a whopping 75%!

   

   However, with augmented reality, consumers can make more informed decisions and shop with confidence. One survey polling over 4,000 shoppers in the UK, US, France, and Saudi Arabia revealed that roughly two-thirds of those who used AR to guide their purchase decision were less likely to return the product.

   Since returned cosmetics can rarely be resold, fewer returns ultimately means less waste and lower costs otherwise incurred by shipping, labor, and obsolete stock.

   Let’s look at how leading brands are further integrating the technology into their offerings to improve shopping confidence and customer satisfaction.

   

   Augmented Reality Makeup Try-On Services

   Using only their mobile device, users can virtually apply various shades of lipstick, eyeshadow, blush, and false eyelashes. They can customize the makeup intensity, swap between products, and save preferred looks for future use. However, virtual try-on makeup applications go far beyond just superimposing color onto someone’s lips or cheeks.

   Burberry Beauty, for instance, combines facial tracking technology and AR in its virtual studio experience. Tracking over 100 points of the user’s face, the scanner maps an individual’s features to create hyperrealistic mock-ups. With a unique individualized profile, users can visualize and refine their results to achieve the perfect look.

   The Burberry Beauty Virtual Studio also offers customized and guided tutorials. The personalized guides are based on the user’s unique facial features such as eye shape, skin type, brows, and mouth. Augmented reality tutorials feature three-dimensional animations superimposed onto the user’s face, highlighting the exact places to apply makeup.

   Users can choose from seven looks and set their preference according to the occasion and desired finish. For instance, a user might want a smoky-eyed night look, or a subtle finish for a day of business meetings. This provides an educational experience, promotes the brand’s products, and empowers consumers in their beauty routines.

   Similarly, Sephora has an in-store 3D augmented reality makeup mirror that simulates cosmetics on a user’s face in real time. No more of the messy apply, wipe off, apply, wipe off sampling procedures—instead, customers can sample shades hygienically and instantaneously by tapping on the Beauty Mirror’s on-screen shade palette. In addition, when they turn their face, they can view products from different angles, helping them make informed purchasing decisions.

   Virtual Hair Styling and Coloring

   Augmented reality beauty filters aren’t just for makeup, however. AR has proven to be a critical breakthrough for hair styling as well.

   Many people become anxious about cutting or coloring their hair because there is always a risk that the end product may not be what they want. What if that bob doesn’t work the way they thought, or bubblegum pink isn’t their color?

   

   Thankfully, AR filters now enable users to visualize different haircuts and try out various hair colors without making permanent changes. Whether it’s a sleek updo or a new color, users can test out the look on an app before committing. Chopping off locks or making big color changes can be daunting—but these tools boost consumer confidence and brand engagement.

   L’Oreal Hair Color Virtual Try On is a smartphone app that allows users to try different hair colors virtually. All they need to do is upload a photo, select a hair color and see the transformation in real time.

   Simiarly, Garnier offers an online virtual try-on tool to enable customers to find their perfect shade. Users can either upload a photo or scan their face before experimenting with different colors. Garnier also offers advice on the best shade for a person’s complexion using an accompanying Shade Selector Quiz.

   Amazon hair salons feature a full in-store color bar. Here, customers can virtually experiment with different hairstyles and colors before deciding on the look they want.

   The salon also displays a range of hair products like shampoos and straighteners that visitors can purchase from Amazon. All the customer needs to do is scan a QR code next to the product and place their order. Taking it one step further, users can scan the product to view details such as ingredients, benefits, and instructions.

   AR Skincare and Skin Analysis

   Augmented reality apps also step outside the realm of makeup and cosmetics, assisting with critical skincare as well. AR technology can be used to monitor skin health and access customized skincare recommendations. When customers know they can return to an app for a follow-up analysis at any time, they’ll feel like they have a personal dermatologist at home—a major USP for your brand.

   One of the top beauty brands using augmented reality is L’Oreal. Its SkinConsult AI digital skin diagnostic focuses on personalizing anti-aging skincare. To receive an individualized skin profile, the user uploads a selfie. The technology then detects signs of aging including under-eye wrinkles, dark spots, loss of firmness, fine lines, and deep wrinkles. Based on the results, the user receives a tailored skin aging matrix and product routine recommendation.

   Similarly, Clinique’s Clinicalreality app gives its users a 30-second skin analysis. Users scan the QR code on the website to access the app. Next, after the user takes a selfie, the application offers a personalized skin diagnostic. The report includes signs of dehydration, irritation, acne, fatigue, uneven texture, pores, lines, wrinkles, and loss of volume. The tool then offers customized treatment recommendations for each concern.

   These tools are game-changers for brands seeking to gain a competitive advantage and position themselves as experts in their niche. More importantly, they also build consumer confidence and loyalty—crucial for driving customer retention and repeat purchases over time.

   How Can Augmented Reality be Used in Marketing for the Beauty Industry?

   AR is transforming marketing and advertising for beauty and cosmetics brands. Thanks to AR beauty apps and integrations, brands can gain a better understanding of what their consumers are looking for. Based on the information gleaned from consumer behavior, purchases, and interests, brands can offer more personalized shopping experiences.

   Many of the service features already mentioned—such as virtual try-on mirrors, interactive packaging and in-store displays—have a direct marketing benefit as well. By recommending solutions, a company can match and market the correct products for its customers’ needs. But the marketing uses don’t stop there.

   AR beauty apps allow users to share their transformation images with peers on social media and encourage in-app reviews. And by leveraging DOOH ads and visual search tools, brands can tap into new possibilities for engagement and recognition. Let’s take a closer look at some augmented reality marketing examples.

   AR Campaigns and Digital Out-of-Home Ads

   Forget static and forgettable billboards—digital out-of-home (DOOH) ads are quickly becoming key to drawing in and engaging consumers. DOOH ads are advertising campaigns displayed on digital screens such as billboards. They are typically located in public spaces such as shopping malls, bus shelters, airports, and other high-traffic areas. These ads utilize digital technology to deliver dynamic, engaging, and sometimes interactive content to a wide audience. Giving a distinctive experience to commuters, shoppers, and errand-runners, DOOH ads help make a brand’s offering more memorable.

   

   Mugler, for instance, created a DOOH campaign featuring augmented reality mirrors to promote the Angel Elixir fragrance. The AR mirrors were set up in malls and airports. As people moved past the mirror and virtually spritzed themselves with the perfume, they would transform into a constellation. In this way the AR technology makes the scent visually striking and unforgettable.

   AR-Powered Search Tools

   Keeping consumers loyal when their favorite products are discontinued or out of stock can be challenging. But AR-powered visual search makes it easy for customers to find a replacement instantly. Users can simply snap a photo of their current product and use it as a search filter.

   Similar to AR makeup try-on features, users can virtually apply the recommendations that show up in the search results. Google, for instance, partners with major beauty brands such as L’Oreal, Estee Lauder, and MAC Cosmetics, allowing users to try on products that appear in search results.

   

   What is the Future of AR in the Beauty Sector?

   As evidenced, beauty brands use AR technology to move away from transactional shopping experiences and to focus on cultivating brand experiences instead—but consumers still want more.

   Millennials and Gen Z consumers expect to connect with and access brands and retailers across multiple touchpoints. For these shoppers, there is little distinction between the physical and digital, with expectations of a seamless and consistent user experience across social, in-store, and digital touchpoints.

   AR technologies help the beauty sector bridge this gap by offering the brand experience from anywhere at any time. Whether they’re at home, at work, commuting, or in a store, users can access product information, personalized application tips, and make instant purchases that perfectly match their style.

   Consumers today are also increasingly concerned with environmental sustainability. The physical product packaging used by the global cosmetics industry (120 billion units of plastic yearly) contributes significantly to landfills—in fact, it takes up 33% of global landfill space! Such packaging often includes single-use, non-biodegradable items such as applicators, removers, and sachets, leading to further environmental degradation.

   

   Virtual try-on applications help customers order what they actually want the first time around, helping reduce wasted products—and wasted packaging as well. Beauty brands can also market AR applications and services as a step to better sustainability, driving brand affinity with consumers. But it’s not just basic care and product information—a business can also add environmental impact data to augmented reality experiences to educate customers on what it’s doing to support sustainability.

   Forays into the Metaverse are also on the horizon. As the lines between the physical and digital become more blurred, beauty brands need to meet potential customers where they are—and that means advertising in the Metaverse. Brands such as Charlotte Tilbury, Estée Lauder, Nars and Fenty are filing for Metaverse trademarks to stake their claim. Nars and Prada have already capitalized further, with each launching a team of “digital influencers” to interact with consumers virtually.

   Estée Lauder SVP of global consumer marketing Jon Roman highlights that “the Metaverse is essentially limitless in terms of how one can express themselves through things like their avatars, and it’s this that will unlock more surreal beauty looks, new areas of inclusivity and abstract self-expression.”

   Reimagining Your Brand With Innovative AR Solutions

   The visual and hands-on nature of beauty products has often been a barrier for cosmetics brands looking to increase online conversions. But AR has proven a game-changer in recreating the in-person experience and giving customers confidence in choosing the right products.

   It’s not just online shoppers who benefit either—these tools enhance in-store experiences too, and help to create more engaging marketing experiences “in the wild” via elaborate DOOH campaigns.

   Demand for AR solutions in the beauty and cosmetics space is only set to increase as digital natives occupy more and more of the market. Millennials and Gen Z already comprise a massive chunk of the space; Generation Alpha and beyond will only be more technologically adept. These consumers are the future of your business—and catering to their expectations and concerns is critical for sustainable success. Brands that do not leverage new technologies to engage consumers are at risk of becoming irrelevant in today’s competitive market.

   Rock Paper Reality delivers technology solutions to engage and empower your consumers. For more than a decade we’ve been helping companies harness the latest technologies and bringing their AR visions to life.

   From Fortune 500s to start-ups, we help brands reimagine the shopping experience. Launch a live chat or request a call to find out how to enhance your strategy.

5. Rock Paper Reality Partners with Chronic Cellars to Bring First-of-its-Kind Personalized AR Sommelier to Life

   Tue 31 October 2023 10:30 pm Leave a Comment

   RPR brings AI-powered NPC trend into the commercial world, creating opportunities for brands across all sectors

   

   [PRESS RELEASE] World-leading immersive agency Rock Paper Reality (RPR) has teamed up with web-based reality development platform 8th Wall, AI NPC character engine Inworld AI and winemaker Chronic Cellars to deliver a first-of-its-kind, AI sommelier in Augmented Reality. 

   RPR had previously worked with Chronic Cellars in 2022, transforming the winery’s iconic character — a 2D illustration of a skeleton called Purple Paradise — into an on-label 3D AR game. Now, RPR has used 8th Wall’s newly released generative AI Modules to evolve this character into an interactive and extremely personalized AR avatar. 

   CLICK HERE TO TRY THE EXPERIENCE, AVAILABLE FOR A LIMITED TIME

   The sommelier can converse, answer questions and present relevant information related to Chronic Cellars’ product line, which includes a portfolio of wines from California’s Paso Robles winegrowing region. From recommendations and tasting notes to seasonal recipes and secrets from the cellars, audiences can engage directly with an AI-powered, deeply knowledgeable representative that fully embodies the brand’s personality. It is powered using Inworld, while the voice was cloned from Chronic Cellars’ original character using ElevenLabs. 

   “Wine can be perceived as intimidating, especially by those who are new to the category, so we see this as a valuable opportunity to break down barriers for consumers by allowing them to ask questions to an expert without fear of judgment,” said Patrick Cramb, Vice President of Brand Marketing for Chronic Cellars’ parent company, WX Brands. “This AI sommelier experience is totally in-line with Chronic’s mission to deliver unpretentious, delicious wines to a diverse range of consumers. We continue to be impressed with the innovations at Rock Paper Reality that engage our audience with the latest technologies in immersive and AI. We believe this is transformational technology for the future of wine.”

   AI-powered NPCs are a big talking point right now, but as a trend more frequently associated with the gaming space. This application brings the concept into the commercial marketplace, opening up countless possibilities for businesses looking to elevate their branding. With this new offering, brands can deliver a uniquely engaging user touchpoint. As is the case of Chronic Cellars, RPR can bring an existing company character into the 3D world and then rig, animate and train it to be a multimodal expression of the brand’s identity. 

   “We are experiencing a paradigm shift in how brands and agencies can connect with their audiences through generative AI. The power to weave narrative-rich, lifelike conversations and visuals into AR experiences is no longer a futuristic concept. We are excited to see Chronic Cellar’s AI Sommelier experience come to life—it’s a great example of how generative AI is reshaping the landscape of interactive marketing and ad experiences.” – Amanda Whitt, Senior Product Manager at Niantic

   

   These assets possess a tailored, deep knowledge of the brand or data set, and can be deployed cross-platform for web and augmented reality. Typical use cases might include: a virtual sales assistant, brand ambassador, educator, or a virtual tour guide. They could also be embedded into complex story arcs within gamified experiences.

   “It’s quite magical to see Purple Paradise, the winery’s iconic 2D character, being brought to life through the power of webAR and Inworld’s advanced Character Engine.  We are eager to see the impact of this emotionally intelligent virtual sommelier and eagerly anticipate this new era of immersive brand engagement where brands leverage the power of conversational AI to connect with their consumers.” – Joana Flor, Executive Producer at Inworld

   This technology is brand new, but has progressed rapidly over the past few months since its inception. We anticipate that virtual assistants and AI brand ambassadors will become the standard for how brands engage with their audience, setting a new customer expectation for personalization. We’re here to help brands embrace this new technology and deliver enhanced experiences for their customers. 

   “Collaborating on this pioneering project with 8th Wall, Inworld, and Chronic Cellars represents a synergy not just of technology, but of visionary storytelling within the commercial sector,” says Omead Sinai, Head of Strategy at Rock Paper Reality. “This is a transformational shift in branding, bringing Chronic Cellars’ Purple Paradise to life and morphing him from a static character into an engaging, AI-enhanced sommelier. This venture showcases the transformative power of AR and generative AI in crafting personalized, dynamic interactions with consumers, setting a new benchmark in immersive experiences. At RPR, we aim to stay at the forefront of storytelling and leverage the latest technology and partnerships to do so, redefining what’s achievable in immersive marketing.”

   

   About Rock Paper Reality

   For over 16 years, Rock Paper Reality’s leadership has shaped the future of 3D and immersive storytelling, growing a best-in-class team of immersive experts. Our journey began with a passion for merging strategy, creativity, and engineering–a unique trifecta that has enabled us to deliver unparalleled experiences to businesses around the globe. We’re proud to have garnered dozens of innovative patents and a roster of forward-thinking clients who share our zeal for the limitless potential of immersive tech. Our world-class partnerships stand as a testament to our expertise and the trust placed in our capabilities. Now, as we collaborate with Adobe on our latest venture, we invite marketers, brand managers, and innovators to envision the future with us. Together, let’s create new immersive stories that change the way we play, shop, think, and communicate. RPR has offices in Silicon Valley and the UK.  For more information, contact us at hello@stage.rockpaperreality.com or visit us at: https://rockpaperreality.com/  Twitter: @rockreality / LinkedIn: https://www.linkedin.com/company/rock-paper-reality

   About 8th Wall

   8th Wall is Niantic Inc.’s award-winning AR developer platform and computer vision technology stack that makes it possible to build interactive web-based augmented reality (WebAR) that can be experienced on any smartphone—no app required. 8th Wall WebAR experiences can be accessed and engaged by over 5 billion smartphones across iOS and Android as well as computers and AR/VR headsets. The 8th Wall platform has been used by agencies and creative studios to create AR activations for well-known brands from companies across industry verticals, including Pepsi, Microsoft, Nike, Porsche, Netflix, Heineken, LEGO, General Mills, Dior, Universal Pictures, Westfield, Verizon and more. Learn more about 8th Wall at www.8thwall.com.

   About Chronic Cellars

   Chronic Cellars is a Paso Robles, CA winery committed to making seriously good, food-friendly wines for people looking for a dose of adventure. The winery partners with some of the best grape growers in Paso Robles to build an epic network that allows award-winning winemaker Kip Lorenzetti to select just the right grapes for Chronic’s collection of custom blends. Chronic Cellars’ disruptive style is matched only by the killer quality of their wines, made with character to match the clever and playful labels created by Bay Area artist Chris Granillo. Learn more at chroniccellars.com. 

   About Inworld AI

   Inworld is a Character Engine for AI NPCs that goes beyond LLMs  – and adds contextual awareness and multimodal expression of personality. Inworld uses advanced AI to build generative characters whose personalities, thoughts, memories, and behaviors are designed to mimic the deeply social nature of human interaction. Inworld lets you create characters with personality and contextual awareness to keep them in-world, in-character and on-brand. Integrations make it easy for developers to deploy characters into immersive experiences and performance is optimized for real-time experiences. 

6. Augmented Reality In Finance: The Unlikely Dynamic Duo

   Wed 7 December 2022 12:45 pm Leave a Comment

   Many companies in the finance industry are embracing modern technologies, including virtual and augmented reality. While there are many examples of financial organizations warming up to virtual reality, augmented reality applications have been less popular. This is partly because the technology has only been showcased in niche sectors with little or nothing to do with finance, such as gaming and military training. Nonetheless, there are other examples where augmented reality in finance will have an impact on the industry.

   Enabling Augmented Reality Data Visualization

   Visualizing data trends is a critical tool for financial traders since it makes conveying complex business patterns more intuitive. This is handy given that the decisions that financial analysts have to make on an hourly basis are getting more complicated. It can be attributed to the increasing competition in every sector, expanded legal frameworks, and the international nature of modern business.

   For the past few decades, analysts have relied on complex software applications to manage financial information. They’ve been utilizing the 2D and 3D rendering engines baked into such programs to produce visually appealing charts and graphs. All this was accomplished via traditional computing mechanisms where an analyst sat in front of a computer, input the commands, scanned a file, and received output on a screen.

   Augmented reality in finance allows analysts to use their surroundings as computing peripherals. It also takes data capture to a new level. One of the leading global companies in finance that has partially invested in AR-based data capture includes Salesforce, a Fidelity Investment subsidiary. With AR, financial analysts can capture form data in real-time and watch as it is transformed into various formats. As an illustration, the technology means that different types of charts and graphs can be generated by simply glancing at a tabular structure through an appropriate AR gadget such as Oculus Rift. With such advanced visualization techniques, investors can make critical decisions faster while collaborating remotely since modern AR accommodates networking features.

   Augmented Reality Banking and Customer Service

   Banks are some of the most important financial institutions in society since they help centralize and control the flow of money. Integrating augmented reality in finance means that customers can enjoy more streamlined services. In nearly all cases, there is a cost-saving angle to such changes. Many banks use AR-based apps to help their customers locate ATMs and the bank branches nearest to them.

   In other instances, users get access to amazing services through such apps, including distance calculation to the nearest outlets, virtual trading, account management, and asset inquiry. The ability to access real-time information about traffic and weather means that the app can warn customers against taking certain routes if they want to get to the banks faster.

   Halifax from the UK and Commonwealth Bank from Australia are using AR to make processing requests more seamless. The Mysis app is being used to manage personal finance. Ukrainian Privat bank is utilizing the technology to show how customers’ information can be merged with AR allowing them to perform all their banking virtually. The Bank of Osman has integrated deal-finding algorithms in its apps. Users can use it to locate an ATM within a mall and for finding special deals in selected stores.

   In the United States, Citibank uses AR integrated into Microsoft HoloLens to develop holographic workstations for its financial clients. As their client, you need to wear a headset to use the service, which is the first step in creating an augmented world. Once done, you can view lots of complex data in a simplified fashion. In addition, manipulating the virtual elements such as views and chart types is as easy as using voice, hand-held control, or making specific gestures.

   Aside from traditional banks using AR technology to improve services, the technology has allowed virtual banks to emerge and attract more customers than ever. Digital banks don’t require you to visit a physical banking hall since all paperwork is handled via a web platform. Meetings are handled via teleconferencing. Such situations are rare and only come up when customers have certain matters to settle with bank officials such as managers.

   Whenever a virtual meeting between key business partners has to be held, AR is used to make the sessions more productive. A head office virtual customer support assistant may be present to ensure that the company’s agenda is considered. The rest of the participants can freely interact as if they were in the same physical space. This differs from traditional teleconferencing, where everything is handled via a screen and a microphone.

   The resulting experience is better and more seamless for getting the most out of such interactions. Therefore, augmented reality in finance allows participants to interact as if they are in the same physical space without the actual need to invest in premises such as office branches or the necessary transportation.

   Securing Augmented Reality Payment Services

   Payments services are closely related to banking since most of the backend processing is done by a financial institution. As AR technology improves, traditional payment service providers such as MasterCard and VISA continue to make service integrations that make processing orders more efficient. The two processors have come to terms with the fact that physical cards are increasingly getting outdated.

   

   To this effect, VISA Europe is experimenting with features that unlock the use of augmented reality in finance for retail use. For instance, customers will use smart cards to buy clothes off the backs of models during fashion shows. The technology will require the collaboration of fashion designers, payment processors, and banks.

   Some of the latest alternatives to traditional payment processors introduced over the past few years include Apple Pay, Samsung Pay, and Google Pay Send. These payment services use AR coupled with sensors built into wearables to help customers make payments more efficiently in places such as gas stations, supermarkets, and online sites. Some wearables that have grown in popularity with the rise in AR-based apps include smartwatches, bands, and tags.

   AR devices that have not yet gained mainstream traction include glasses and smart apparel. Once popularized, they will allow finance analysts in physically distant locations to share virtual offices and visualize statistical models as teams. Notably, this will require augmented reality in finance to be merged with virtual reality.

   Security and Asset Protection

   Sophistication in modern technology opens up opportunities for financial institutions to solve challenges that have inconvenienced customers for decades. However, it creates a loophole that cybercriminals can exploit to steal money or information from unsuspecting AR users.

   The most popular AR security integration in the finance world is biometric authentication. For example, many banking apps require a fingerprint scan or face authentication to accomplish various tasks such as checking the balance, sending money, or sending invoices. Lots of traditional banking apps tap into the biometric scanning APIs built into smartphones’ operating systems such as iOS and Android to strengthen the protection needed to access various digital services.

   Biometric security technologies are also being rolled out in mainstream banking applications. The earliest terminals to embrace these technologies include banking halls and ATMs. It’s common for clients to verify their identity using fingerprinting and facial recognition technology. Some ATMs have implemented similar technologies to supplement the security provided via pin codes. A common disadvantage associated with code authentication is clients forgetting their unique digits. With AR-based technologies, such failure can’t happen. Asset protection via AR is largely conceptual since the necessary technology hasn’t been properly implemented. Once finalized and rolled out, investors will be able to use AR-capable gadgets to scan their property, cash reserves, and safe deposits. This will take the form of a virtual tour. Plugging into a wearable will transform the immediate environment allowing analysts or their clients to review their assets from the comfort of their homes. Like similar technologies that require remote collaboration, it’ll be necessary to utilize virtual reality elements for a smoother experience.

   Spreading Financial Education with AR

   Augmented reality in finance has the potential to transform finance from an educational perspective. It can transform how people interact with each other to acquire new knowledge on markets, trade, and investment. This capability is rooted in AR’s ability to generate computer graphics that seamlessly integrate and interact with objects in the real world.

   Today, the most basic forms of AR-based learning can be achieved through the use of a typical smartphone. Developers have already created apps that take advantage of such technology. For instance, to extract critical information about the information contained in a graph, you only need to open an app, start the camera view, and point it toward a sheet of paper with some digital records. The AR system will analyze the context of items in the camera view before applying the necessary mathematical analysis.

   AR can also transform the learning experience by letting finance students interact with their classroom materials in virtual classes. The learning approach considers the fact that most people are visual and practical learners. They’ll remember the things they see and touch better than what they read or hear.

   As an illustration, teaching finance students about 4D analysis is best done via AR. Wearing special headsets and using hand controllers lets learners visualize the model, touch it, and play around with its properties. The collaborative features allow all the students to visualize a single model and interact with the same. For example, if one student changes a parameter on the model, the classmates visually observe the transformation in real-time since the model is shared.

   Augmented Reality in Remote Work

   Remote work is one of the most important benefits and applications of augmented reality in finance. The technology allows employees to connect with an added dimension beyond basic video and audio calls.

   With traditional digital collaboration implemented through shared project features, employees can see each other’s job progress in real-time. If a video feature is installed, they can see each other as they work from their stations.

   On the other hand, AR lets them create virtual worlds with all the benefits of a traditional videoconferencing session. In addition, a worker can see what their colleagues are working on. This is different from the traditional approach. Traditionally, you’d have to request your colleagues to share a screen. AR allows a participant to get up from their virtual chair and walk around the digital room. They don’t have to ask their colleagues to share screens. They can walk up to their stations and study the data displayed on the virtual monitors. All this happens in real-time.

   You should note that this kind of setup qualifies as augmented reality since not all the items present in the virtual space are abstract computer generations. For example, while the virtual office is a computer simulation, the workers and their workstations are real. This is why the content on each computer screen is the same as what your colleague is working on from their house office. In addition, AR will have added collaboration benefits for remote workers. As you stroll around in the virtual office, you can assist your colleagues with their work. You can pick up digital items, make annotations on others’ computer screens, chat, and do other collaborative activities within the virtual office. Any interactions involving models that have been simulated from the physical world are digitally converted into physical actions. With such levels of collaboration, finance organizations can enjoy the benefits of both remote work and collaborative open offices.

   The potential benefits of financial organizations using AR in remote work and collaboration are unlimited. For instance, companies no longer have to worry about buying additional office space as their teams grow. They can easily build virtual offices where employees can interact despite being located in different countries. The savings can be redirected into other critical areas of the businesses.

   What the Future Holds for Augmented Reality in Finance

   Various subsectors within finance have proven that the industry is fully compatible with AR. These include banking, education, and communication. Finance organizations need to embrace the developments taking place in AR, including data visualization and virtual trading. They should also continue to demand better integration between the technology and the core concepts of finance.

   AR is impacting how financial institutions interact with customers, partners, employees, and other parties. It redefines the basic processes of providing services, receiving information, managing data, and safeguarding assets.

7. Virtual Showrooms Now Made Possible Through AR

   Mon 11 April 2022 1:57 pm Leave a Comment

   The pandemic has changed the way customers prefer to shop. To survive in this ever-changing industry, the retail sector has had to evolve to oblige consumer preferences. This transformation is being driven by virtual showrooms, which let brands display products in information-rich, interactive environments.

   Here are some of the ways in which virtual reality (VR) and augmented reality (AR) are helping brands to create new customer experiences and increase revenue.

   What Is a Virtual Showroom?

   Virtual showrooms are digitally created 360° environments with the same look, feel, and function as a physical showroom. Buyers can “tour” the showroom and interact with 3D product images while examining these items from all angles.

   Products can be anything from clothes to makeup, electronic gadgets to industrial machines. Within this setting, customers are able to view specifications, make comparisons with other models, and explore virtual demos. If any questions arise during their visit, they can connect with a sales representative directly in the digital showroom.

   3 Types of Virtual Showrooms

   There are several digital technologies currently being used to build virtual showrooms. Virtual reality, augmented reality, and WebAR—all immersive technologies—are the most common. Depending on the technology, the virtual showroom can let shoppers interact with objects in 3D or immerse them in a virtual world.

   Augmented Reality Showrooms

   Augmented reality (AR) comprises a live view of a real-world location with computer-generated sensory input. Multimedia content, including sound, video, graphics, and GPS data are overlaid on the environment. One such example is the AR Jaguar Showroom.

   The Jaguar augmented reality app creates highly realistic representations of these luxury vehicles. In the setting of an actual showroom, clients can point their iOS or Android cameras toward the front of the car to look inside the vehicle, drive it, and even park it.

   

   Virtual Reality Showrooms

   Unlike AR, VR technology allows companies to create a digital showroom where buyers can shop remotely, using a headset or smart glasses to browse. Businesses leverage this technology for a variety of use cases, for instance:

   • Conducting Virtual House Tours: Consumers can immerse themselves in a tour of homes they are interested in purchasing.
   • Creating Virtual Stores: Retail stores replicate their physical stores in a virtual environment.
   • Performing Virtual Product Presentation: Companies use the technology to create product-specific virtual experiences.
   • Creating Interactive User Manuals: Businesses provide real-time support to consumers as they use the product.
   • Live Video Consultations: VR lets firms replicate one-on-one customer experiences in a computer-generated environment.
   • Branding Promotional Activities: VR empowers brands to connect emotionally with shoppers. Virtual showrooms are utilized to show how the product is made or share the story behind its development.
   • Customer Research: It is simpler to conduct buyer research in a virtual setting. Brands use customer tracking and interaction data to identify specific preferences, thereby enabling marketing departments to tailor their messages to grab a shopper’s attention.
   • Offering Personalized Recommendations: The system comes up with suggestions, such as product matches or other merchandise a customer may like, based on data gathered by eye-tracking devices and VR software.

   Brands Using Virtual Showrooms

   Many brands are already using virtual showrooms to great success. Their innovation has inspired other brands to embrace the technology. Two notable examples of this phenomenon are:

   Amazon: The company installed VR kiosks in shopping malls across India. These kiosks were dedicated to promoting Amazon Prime membership. Shoppers could take a virtual hot air balloon flight to an imaginary Amazon city to explore products.

   Ikea: Ikea launched a VR app that allows customers to design living spaces, choosing materials, colors, furniture, and interior details. These plans could be shared across social media, thus expanding the brand footprint. According to Touchstone Research, 81% of people who had experienced VR reported having told their friends about it.

   Web Showrooms

   WebAR technology enables companies to experiment with augmented reality features without having to make a huge upfront investment. All a customer needs to access the showroom is a web browser, and that’s it.

   

   Virtual Showroom Benefits

   A virtual showroom is the ideal solution for today’s buyers. With physical stores, companies can only display a limited number of products, and there’s not enough time to convey important information. Virtual showrooms eliminate these challenges.

   Some of the many benefits of virtual and augmented reality include the following.

   Faster Purchasing Decisions

   

   Shoppers want to experience products and make informed decisions without pressure, anxiety, or other distractions. Augmented reality and virtual showrooms let individuals shop at leisure.

   This technology enables buyers to receive comprehensive and detailed product information—more so than if they were shopping in person. With all the necessary information at their disposal, it’s much easier and quicker for them to make the decision to purchase, as well as enjoy full confidence in their choice.

   Competitive Advantage

   Since most businesses don’t yet have virtual showrooms, creating an interactive digital space can give your brand that competitive edge. For shoppers, this is not simply another storefront; instead, a VR showroom is where businesses get to create that “X-factor” image that consumers expect. It is also an opportunity to connect with prospective buyers in a way that is much more personal than a standard online store.

   Virtual Showrooms Increase Customer Engagement

   Customers spend more time interacting with content in a virtual showroom. The technology is designed in such a way that it engages shoppers as they browse. In a digital environment, it’s possible to examine the products as well as move around the showroom, zoom in where needed, and explore new features in-depth before committing to purchase anything.

   VR tools allow companies to interact more closely with their clients—whether through product images and videos of services offered, or by providing them with an opportunity to ask questions and receive answers directly from sales representatives via a virtual help desk.

   Easily Accessible and Open 24/7

   A key benefit of virtual showrooms is that they can be accessed through a variety of devices—not only tablets, desktops, and laptops, but also mobile phones. This is good news for brands, with a recent report indicating that the number of mobile users worldwide stood at 7.1 billion in 2021. In addition, virtual showrooms are open 24/7, enabling customers to search for and purchase products anytime, day or night.

   Businesses with virtual showrooms can thus engage with an exponentially larger number of buyers than traditional stores. Moreover, the longevity of digital showrooms means they bring in more leads over a longer time period. This feature maximizes engagement rates while elevating your brand profile.

   Reduced Operational Costs

   Virtual showrooms eliminate the need to make substantial investments in real estate and manpower, not to mention equipment and fixtures such as cash registers, etc. Although there is a cost associated with setting up the technology, maintaining it requires a considerably smaller commitment. Ultimately, this saves on operational costs.

   Expand into New Markets

   Typically, expanding into a new market requires a significant capital outlay. Items such as leases on storefronts, paint, carpets, furniture, and more will impact your bottom line. Virtual showroom technology lets companies reach consumers across the globe, but without the associated expense.

   Simplified Inventory Management

   Simplified inventory management is another key to unlocking business success. The virtual or augmented reality showroom eliminates the need for long-term storage or expensive physical storefronts. In addition, they can be easily updated with new products as needed.

   Better Customer Experience

   Virtual showrooms are also more attractive to consumers.

   Firstly, they make shopping extremely convenient by allowing people to look at all the available merchandise from the comfort of their home, without having to go from store to store. There is no traveling cost involved in viewing the merchandise, no matter where you are in the world. And there’s also no restriction on how many products can be displayed online.

   Secondly, a digital showroom lets buyers interact with the products in an immersive environment, with 3D models of products instead of static images or videos. VR showrooms are especially helpful when it comes to large catalogs and items that require extensive product research. The digital shopping experience gives buyers more detailed information about products they are considering. They can take their time and research items to ensure they select the best option.

   Best Virtual Showroom Practices for Best Results

   Companies should remember that the digital experience impacts user perception and can be a great opportunity to turn casual shoppers into brand loyalists. Touchstone research reports that 20% of consumers indicate a branded VR experience would make them feel more positive toward the brand.

   Using best practices helps brands follow the recommended approach to providing customers with an outstanding experience. Companies may face challenges when designing a digital showroom. It’s important to understand what these challenges are and how following best practices can help businesses overcome them.

   Tailor to Customer Needs

   To meet the needs of consumers, organizations must deliver unique shopping experiences that are personalized to stand out from their competitors. The digital marketplace has made it easier for people to shop across multiple channels. Tailoring the experience to their requirements builds trust and shows them that the company cares about what they want.

   Align Virtual and Physical Tours

   A company’s virtual tour is often seen as a mere supplement to the physical product. However, this couldn’t be further from the truth. In reality, the buyer experience starts at the point an individual accesses your website or walks through your doors.

   Aligning these tours to create a seamless experience improves a consumer’s perception of your business. Whether they visit the store in person or digitally, it should be clear how the two relate. To this end, aligning virtual and physical tours helps to create brand consistency which, in turn, increases brand recall.

   Set and Monitor KPIs

   Companies that are just starting their virtual and augmented reality journeys should first decide what they want to achieve. It’s much easier to build a digital strategy once the organization’s primary objectives have been defined. Key performance indicators may include:

   • Improved sales
   • Better customer satisfaction
   • Better brand awareness.
   • Reduction in unsold stock
   • Decreased marketing costs
   • Saving money on trade shows

   Create Engaging Content for Your Virtual Showroom

   Make your content and the buyer experience engaging by ensuring your merchandise can be viewed from different angles. Write detailed product descriptions that answer all the questions consumers may have. Include information about product materials, color options, price, where the product is made, size range, fit, and delivery dates.

   Showcase Product Collections

   Use your digital environment to showcase collections that retail clients may not have thought of otherwise. Test different product assortment strategies and share them with buyers and your team to get feedback. The benefit is that you can sort and arrange items easily from anywhere and share ideas and input immediately.

   Provide Next Steps to Move Your Audience Down the Funnel

   A VR or AR sales funnel is a method to guide your audience from the top of this digital marketing strategy to the bottom. To do this successfully, companies should provide steps that are easy for their customers to follow. For example, offers related to virtual reality tours and demonstration sessions will lead shoppers through an immersive experience that tells them what to do at each stage.

   Start Building Your Virtual Showroom Now

   Virtual showrooms are a novel way for brands to engage consumers. The technology lets companies display their products in an immersive and interactive environment. Customers can then explore these products at leisure and from any location.

   

   Augmented reality and VR technology are already making an appearance in major brands such as Amazon and Ikea. These computer-generated environments have many use cases, from product demonstrations to virtual house tours and product manuals. Companies that use the technology will see a host of benefits, such as higher levels of user engagement, expanding their clients’ reach, and gaining a competitive advantage. All of these will have a positive impact on their bottom line.

   If you plan to effectively leverage the immense power of VR and AR, selecting the right partner is critically important. You need to work with an experienced agency that not only has a stellar track record but also a firm grasp of the technical know-how needed to bring your vision to life.

   Rock Paper Reality (RPR) has been at the forefront of augmented reality development for over 12 years. Having worked with clients such as Microsoft, Netflix, and Lenovo, the experts at RPR are ready to work with you every step of the way to ensure that your brand stands out from the competition.

   Contact us today for a free demo and discover how our clients have achieved strong ROI with our proven solutions.

8. How Extended Reality is Transforming Customer Experience

   Tue 29 March 2022 1:53 am Leave a Comment

   You’ve probably heard of Virtual Reality (VR), where a head-mounted display device immerses the user in a visual world. How about Augmented Reality (AR), where the user wears glasses or uses a smartphone that projects images in front of them but enables them to still see real objects around them. Mixed Reality (MR), The merging of real and virtual worlds where physical and digital objects co-exist and can interact?

   But there’s a good chance you’ve not heard of Extended Reality (XR)—an umbrella term for all immersive technologies including AR, VR, and MR—that extend the reality we experience by either merging the virtual and “real” worlds or by creating a fully immersive experience.

   With multinationals like Pepsi, Microsoft, Samsung, and others already leveraging the technology to create more enriched customer experiences, it’s clear that we are in an immersive future where customer experiences are becoming as important as products. Regardless of which industry you’re in, you can safely expect XR to affect business in the years to come. Most analysts believe this technology is rapidly becoming standard in society, with the global XR market size expected to hit $300 billion by 2024.

   Extended reality uses started with entertainment such as video games and social media sharing. While these remain among the more commercially viable uses, the technology is rapidly expanding to many other industries, from architecture and engineering to medicine and education. Retail is now making a sweeping transition to this technology.

   Why is Customer Experience Becoming More Important?

   “It’s no longer enough to provide exceptional customer care through one channel or another,” says Andrew Kokes, Senior Vice President, Global Head of Marketing, HGS, adding that consumers now expect brands to “anticipate their needs and proactively help them get the right answer fast.”

   Consumers are more connected than ever. Anything from directions to a nearby restaurant to help troubleshoot connection issues, people are more apt than ever to start searching using their smartphone or tablet. And with any modern service interaction today, there’s an expectation of readily available digital tools to provide the right answer fast. Exceptional digital experiences consumers have with one brand quickly become the default expectation they apply to every digital experience with every other company they interact with.

   To maximize customer value, brands must think customer-centric and strive to make interactions faster, frictionless, and more meaningful for consumers. By leveraging technology to cater to customer needs and smartly integrating people when it adds value to an interaction, brands can take customer experience to the proverbial next level.

   Customers can and will leave businesses that do not offer customer experiences that matter. When customers have a positive experience with your organization and feel valued, they’ll not only come back but also refer you to their friends. Today’s consumers are impatient, empowered, and less brand-loyal than ever, and they won’t hesitate to share a bad experience. In fact, a single bad experience is enough to drive customers to your competitors for good.

   In a 2021 report, only 60% of consumers answered yes to the question: “Was your interaction with customer care consistent across all channels?” When asked, “Did you share this negative experience with friends, family, and/ or strangers?” the response was 74%. With the majority of consumers continuing to share their negative experiences — 16% shared on social media — it’s imperative that brands get customer care right the first time across all channels.

   For these reasons, brands have intensified their focus on offering an excellent customer experience, whether online or offline, regardless of industry or size. With this focused attention on customer experience, some elements that businesses should consider include how people engage with your business, which feelings people tend to take away, and what value your business offers to the customer.

   Customers can easily go to any other store, even more so for e-commerce. If your technology or content lags, your customers will leave. Data from analytics can tell you what’s working and what’s not. So can customer comments. Pay attention to the entire buying journey to maintain customer satisfaction – CX is an ongoing process!

   How Extended Reality Transforms Customer Experience

   Customer expectations are ever-evolving. The internet, mobile devices, and social media have made them smarter, more demanding, and impatient. They want whatever they’re looking for when they want it and through the platforms they prefer. For businesses, this means adapting marketing efforts, customer services, and product development to meet those needs.

   Extended reality makes your customer experience strategy more responsive, more practical, more convenient, and can make your brand stand out even in today’s hyper-competitive market. In short, XR is transforming customer experiences.

   It’s a New Experience For Most People

   Until recently, brands have primarily had two ways to engage customers: in person and over the internet. But now, thanks to Extended Reality, they can add digital experiences to real-world shopping environments. XR is exploding in popularity. People want to try out this technology, so give them the immersive experiences they’re looking for.

   Only a small fraction of retailers now use AR and VR or are even equipped to do so. Just 1% of these businesses now use extended reality but 63% have plans for the next couple of years.

   By 2024, we’ll see around 1.7 billion mobile users of augmented reality! Nearly all of them will be new users hungry for dynamic experiences. AR offers these individuals a different customer experience than what they’re used to. Businesses that fill this demand will reap the rewards, as customers will more likely shop with the early adopters rather than with the laggards.

   Virtual Try-Before-You-Buy Innovated Retail

   One of the main advantages of extended reality is that it lets people try products before making purchases, especially for big-ticket items. Whether you’re in a store or shopping from home, you can easily try out clothing, jewelry, artworks, or even furniture and cars. In a sense, augmented reality combines the advantages of both online and offline shopping.

   Well over 100,000 stores will soon use this technology to enhance the customer experience. Augmented reality in fashion offers many appealing uses. Shoppers can try on the latest styles to see which ones fit. This results in fewer product returns and more conversions. People who don’t engage with a product before buying often find their purchases disappointing. AR lets buyers experience the product beforehand.

   A virtual try-before-you-buy makes shopping highly visual. Customers will happily recall their unique AR shopping experience. In addition to the emotional aspect there’s also an educational component. Augmented reality lets you give customers more in-depth information than what fits on a label. You can add details on the materials or production of an item, or draw attention to related accessories. You can also include more info on your business such as store directions and hours.

   Within a store, you can also find creative uses for AR. Games and social media sharing can make shopping more psychologically rewarding while increasing referrals. After all, word-of-mouth marketing is priceless. The augmented reality experience may even go viral which can further drive up sales. Can you create a remarkable experience that makes people want to tell everyone else? Get in touch with RPR and we’ll help make it happen.

   Fashion AR

   

   Augmented reality to try-before-you-buy is an appealing technology that millions of people can instantly relate to. It’s like applying social media filters to your photos, only with real products that you can buy. Fashion companies are taking notice and creating AR experiences to enhance customers’ buying journeys.

   Gucci, Calvin Klein, Louis Vuitton, many of the biggest names in fashion are already on board with social media AR filters. Saks Fifth Avenue’s virtual clothes rack, developed by Rock Paper Reality, is an outstanding AR use case.

   Immersive fashion experiences extend beyond the fitting room. Brands have had virtual reality fashion shows and augmented reality product launches. These efforts offer cost-efficient and engaging resources for potential buyers to learn about new styles. When someone can customize a product and instantly see what it would look like in person, this increases buyer confidence.

   The technology also enables you to gather data on what interests shoppers. AR analytics reveal which products people try, how long people spend on each product, and even which parts of an outfit people focus on, among other data. You can use these insights to refine your marketing strategy, your product development or selection, and other aspects of your business operations.

   The fashion industry as a whole is spending billions on virtual shopping experiences. Get in the game while it’s hot!

   Shopping Potential

   When an individual wants to buy a big-ticket item like furniture or a vehicle, confidence is critical. Augmented reality offers a straightforward method to boost confidence: you can literally see how a particular item would look in your home.

   

   You can see how a piece of furniture would fit in your living room, complete with photorealistic 3D renderings. This eliminates many concerns, increasing buyers’ confidence. Furniture retailers are registering massive sales growth just from product visualizations alone.

   Another application of augmented reality in retail is to aid shoppers in navigating through often confusing shopping centers. You can see store directions along with other info and reviews right over the relevant shops.

   AR will also make buying groceries easier. With visually accessible data for ingredients, recipes, nutrition, and store location, customers can find what they’re looking for, fast. The same goes for any other shopping, whether window shopping or the real deal. Just hold your phone up to a product and a world of possibilities instantly opens up.

   A More Interactive Way of Customer Support

   With more interactive customer support, businesses can render faster resolutions while employees can expect to spend less time per call. This also reduces the need to send out a technician to troubleshoot. AR tools essentially enable workers to act as “virtual technicians” as if they were at the customers’ location in person.

   Consider a person who buys an add-on graphics card for their computer. After taking the part home, the customer installs it but the card does not work. Thanks to augmented reality, the tech support agent can show the customer exactly which cable to reconnect, on a smartphone overlay.

   This AR technique increases efficiency as measured through key performance indicators. The customer experience is instantly raised as people no longer have to decode complicated or garbled sentences but directly see the necessary information for themselves.

   AR/VR Increases Brand Recall

   Extended reality technologies make it more likely that people will recall your marketing messages. By incorporating materials like augmented reality videos throughout your branding, customers can learn more about your business, your products, your services.

   Remember, part of customer experience is how people feel about your brand. Associating the organization with impressive AR content that adds valuable information will spawn more positive sentiments. The warmth will spread beyond your customers when they share their great experiences with friends and family.

   Scientists have found that AR enhances brand recall and recognition. Not only do people recall the brand itself, they also recall more product details. When people have these great experiences, it makes them more likely to engage with your brand via other channels.

   Augmented reality is an immersive medium, unlike a billboard or TV ad. When you play with AR you feel like you are part of the team. This creates a bond. For businesses of any size, it’s smarter to relate with your customers than just to show them pictures.

   Take Advantage of Extended Reality For Your Business

   Customer experience, the way people feel after interacting with your brand, is at the heart of business success. In an increasingly competitive business environment, creating enriched customer experiences is paramount.

   Marketers are always looking for new ways to drive engagement with their marketing efforts. If you’ve ever thought there’s got to be a better way than spending countless hours on Twitter, Facebook, and LinkedIn, then you’ll likely find Extended Reality very interesting and appealing.

   If you think these immersive technologies are just for games and playing around with, you better think again. Extended Reality immerses people in stimulating environments that go beyond just defining the physical dimensions of a room, but create experiences that surpass the immediate physical presence of their position – so much so, that it feels like they’re truly immersed in a different dimension. This creates brand new experiences that prospects are excited to explore and share.

   Use XR to enrich your customers’ experience and create moments that matter. Extend your presence with Rock Paper Reality!

9. Augmented Reality: Generating Efficiencies in Business

   Tue 3 August 2021 10:05 am Leave a Comment

   Augmented reality (AR) is a technology that has struggled to shed its ‘gimmicky’ tag and breakthrough from its niche as a ‘cool tech’ (think mobile gaming sensation, Pokémon Go) and provide benefits and experiences that are more meaningful in its applications in society. AR has, in recent years, however, been increasingly used in everything from entertainment and online commerce to healthcare and education and fast becoming an integral business tool.

   Ever since the technology was unveiled, AR has been touted as the ‘next big thing’ and it’s finally showing its prowess as a powerful enabler that more purposefully impacts business operations. This is reflected in the figures, with one study stating that 800,000 people use AR and projects that’ll impact as many as 23 million jobs worldwide within the next 15 years. There are forecasts that the AR market value will hit $50 billion by 2024.

   The world is currently in the grip of a devastating pandemic that has wreaked havoc on billions of lives and livelihoods. The benefits of AR technology to drive recovery efforts in healthcare, education, and tourism – effectively shut down during the ongoing pandemic – is huge. COVID-19 has further brought home how failing to digitize value across business chains has severely disrupted industries worldwide.

   Many experts believe AR is just at the beginning of its evolution as a productive extension of our everyday activities and has the potential to transform almost every sector going forward. It will fundamentally change how we learn, make decisions, and interact with the physical world. “It will also change how enterprises serve customers, train employees, design and create products, and manage their value chains, and, ultimately, how they compete,” notes the Harvard Business Review.

   Augmented reality’s exponential growth forecast is due to its ability to remotely immerse, connect, and interact. Many sectors have already benefited from the technology and will continue to do so as adopters find new and innovative ways of leveraging the tech. For businesses, the consideration should not be: Will we embrace AR, but rather, how soon can we immerse ourselves into this exciting immersive tech to help our company grow?

   Efficient Product Development Using Augmented Reality

   AR can significantly improve product development across all industries. The technology features a range of benefits allowing for early-stage amendments, risk management, improved quality assurance, reduced construction efforts, and most importantly, visualization. These benefits translate to a more efficient product development process, speeding up time-to-market while driving down costs.

   The Power of Visualization

   AR technology allows you to bring a concept into a reality that is otherwise imagined, inaccessible or difficult to grasp. Visualization underpins a product’s design process. In a traditional design setting, products and user experience are developed through sketching and digital modeling. However, no matter how detailed a design is, it can never truly capture the realities of scale and context.

   AR is a powerful visualization tool and the technology’s immersive nature allows for both a true-scale and contextual simulation of a product. This enables developers to quite literally step inside their designs and examine them in 3D from all angles. They can view it remotely, walk around it, integrate it into the different surroundings, and make real-time changes.

   Augmented reality’s enhanced visualization capabilities also allow for greater collaboration during the development process, meaning anyone involved can view a universally understandable model of the product. The 3D nature and real-life representations that AR generate mean that even non-technical people can understand development designs. This enables all stakeholders to envision the product and give feedback.

   Better Recruitment and Training With AR

   Business augmented reality can also improve the efficiency of the recruitment and training process. Its ability to remotely simulate different environments can be used to create screening and training processes that empower businesses to both hire the best people and train them effectively.

   Recruitment

   AR allows employers to develop a more efficient recruitment process by creating a simulated setting of the real world. Applicants work through this experience, demonstrating their real-life skills and work dynamics. This gives recruiters the ability to assess a performance set in a digital render of the actual workplace. This ‘real-world’ assessment improves recruitment efficiency because it offers insights based on demonstrated ability instead of hyped-up resume credentials and superficial interviews.

   This real-life assessment also works for the benefit of the applicants. Business augmented reality recruitment allows potential recruits to experience the workplace remotely. This enables them to gauge if the environment is a good fit and whether they can contribute and grow therein.

   Training

   The technology gives businesses new tools to enhance their training processes. For example, AR experiences can guide trainees through equipment handling and company SOPs. The rich immersive nature of AR enables heightens information retention rates and effectively eliminates the need to rely on static slides and cumbersome manuals. A study by CISCO showed that hands-on experience such as with AR increased installation efficiency by 30% and first-use accuracy by 90%.

   AR-based training can further gather real-time feedback from users. This feature allows for a tailored experience for every trainee. The technology is also replicable, saving on costs and time. This eliminates the need for expensive instructors whenever new recruits need to be trained.

   Boost Sales and Marketing With AR Technology

   Sales and Marketing departments are where Augmented Reality (AR) is most frequently used. Face filters, portals, try-on’s, marker-based and markerless experiences are just a few of the rich and near limitless opportunities in these sectors. AR offers marketers an incredibly immersive and interactive tool that can help drive engagements and conversions.

   Sales

   Augmented reality has immense power to influence a customer’s buying decisions. Herschel Supply Co, for example, reported that by using AR for furniture visualization, they recorded a 152% increase in revenue per visit. This incredible revenue growth is because customers are more likely to make a purchase if they are able to connect with a product, which is a big reason consumers are demanding AR from retail. AR technology is designed to facilitate deep interaction and visualization, eliminating barriers that often impede online sales.

   Marketing

   Augmented reality in marketing is growing at an exponential rate. Industry analysis firm ARtillery Intelligence has released data showing that global AR advertising revenue grew from half a billion dollars in 2019 to $1.41 billion in 2020. This number is expected to rocket to $8+ billion by the end of 2024.

   It’s easy to understand this adoption explosion when you consider the impact of AR technology on marketing. Augmented reality makes it easier to send marketing messages, producing average dwell times of 75 seconds – 4x longer than with video. The ability of AR to facilitate an emotional connection with customers is the main driver of this improved dwell time.

   Integrating AR experiences add a new dimension to traditional marketing materials such as print and out-of-home ads. For instance, a person can scan a simple product label to launch an interactive experience such as with the Siduri Wines Holographic Experience by Rock Paper Reality.

   Web-based augmented reality in particular has massive reach. How massive? Well, over a billion devices across the globe. This extends the reach of marketers beyond platforms such as Instagram and Facebook to every person with a smart device.

   

   Every Organization Needs an AR Strategy… RPR Can Get You There

   Augmented reality, the set of technologies that superimposes digital data and images on physical objects and environments, is rapidly closing the gap between the real and digital worlds. By putting information directly into the context in which users apply the technology, it expands their ability to absorb and act on it.

   Visionary organizations have already implemented AR in product development, manufacturing, logistics, marketing, service, and training—registering huge gains in quality and productivity in the process. Partnering with industry leader Rock Paper Reality (RPR) can get your business there too, and fast.

   With over 12 years at the cutting-edge of this technology, we have unparalleled experience and expertise in augmented reality applications and are uniquely positioned to develop industry-leading AR strategies for your business. Whether you’re focused on product development, training, or sales and marketing, contact RPR and make your AR vision a reality, today.

10. Choosing an Augmented Reality Consulting Partner

    Sat 31 July 2021 9:10 am Leave a Comment

    Augmented Reality (AR) – the process where digital images are superimposed on reality to create a rich, interactive experience where the real and virtual world intersect – is a technology still in its infancy, but becoming increasingly popular because of its near-limitless potential. COVID-19 is a major driver of this surge as businesses scramble to explore avenues to incorporate technology into their daily functions to keep operations running.

    While the pandemic has forced a radical reorganization of business operations and functions, AR has powerfully reframed operating processes in a wide range of industry sectors – from logistics management and training medical students to displays in cars and designing products. This profound change in the way we work and live has spurred developments and growth in this sector to astonishing new heights. Statista recently published research findings that state that from roughly $3.5 billion in 2017, the augmented reality market is on course to rocket to over $198 billion by 2025.

    AR technology that can be used as an interactive teaching tool in classrooms, or even to guide those with disabilities, proving that it has a solution for any application – it is simply up to your ingenuity and imagination to settle on the most appropriate application to enhance your current business offering.

    Choosing the right partner as you embark on your exhilarating AR journey is essential if you want to better tap into the digital revolution and partake of the vast benefits it has to offer.

    Start With Your Augmented Reality Project Budget

    Choosing an experienced and reputable AR agency to help you develop industry-leading AR strategies that will drive brand awareness, customer engagement, and revenue growth is key as you embark on your augmented reality journey. It is important to note that the most expensive intervention does not necessarily translate into a solution. Each company’s needs are unique, and this applies to AR solutions as well. Doing your homework is thus crucial.

    The right partner will help you navigate elements such as:

    • Development (Web-based AR and App-based)
    • 3D Modeling
    • Animations
    • Optimization
    • Testing

    They will also reiterate the importance of always starting by assessing your budget for these projects. Due to the uniqueness of AR projects, flexibility within your budget is key, something a competent AR partner will be able to advise you on in more depth.

    Establishing the parameters for your budget will involve due diligence on things like labor rates and equipment pricing. You don’t want to start a project only to discover halfway down the line that your allocated budget won’t meet the actual expenses.

    A bird’s eye view of your budget and running expenses throughout the project is beneficial and can be achieved by classifying elements together based on how they are related or if they will use similar materials and processes. In this way, you can effectively oversee each step of the process at any stage.

    

    Consider What Use Cases The Augmented Reality Consulting Partner Can Provide

    Show Me Your Demo Reel

    The beauty of augmented reality is that its flexibility provides solutions for the most complex tasks and for most applications.

    Some of the documented case studies for augmented reality include:

    1. Intending travelers using AR customers to ‘experience’ their destination before they even leave for their holiday.
    2. Design professionals and architects can simulate proposed designs for clients and then, in consultation, make virtual changes before a project even commences.
    3. The medical industry can facilitate simulated training for students and professionals to practice techniques for surgeries using complex equipment.
    4. AR headsets and glasses are now being used in the building maintenance sector as they are a great way to simulate problems and troubleshoot solutions without the expense of on-site investigations.
    5. The entertainment sector benefits significantly from immersive AR experiences.

    According to a 2019 State of Industrial Augmented Reality report, companies that have introduced AR initiatives in their operations have recorded dramatic gains in worker efficiency and quality while reducing the cost of their in-house training programs.

    The report strongly recommends that companies looking to capitalize on AR opportunities should seek credible and reliable AR partners to accompany them on their AR journey. Such agencies should be solution-ready and help businesses build and integrate augmented reality experiences quickly and easily.

    Some incredible case studies of AR include Unilever’s use of AR for remote assistance and knowledge sharing, Boeing’s use of the technology to wire an airplane, DHL Supply Chain’s use of AR to enhance warehouse operations, and Lowe’s introduction of augmented reality into their operations to make DIY applications easier and more user-friendly.

    Evaluate Available AR Technologies

    While some AR firms have extensive libraries of plugins or SDKs to speed up development and make it more user-friendly, others may not have access, but could still be positioned to develop the perfect AR solution for your environment.

    These specialists will guide you on the digital content you need, help you understand the physical environment the user will navigate when using the app; and will then assist you in your path to delivering a more refined AR experience.

    

    Establish a Project Strategy With Your Augmented Reality Consulting Partner

    Committing to an AR strategy for your organization is long-term and is something you need to be invested in. For this reason, the best way to tackle your AR requirements is to stop before you start. That’s right, stop!

    Stop and assess the potential impact AR will have on your product capabilities, your value chain, and most importantly, your customers. In addition, stop and evaluate how the AR you are looking to integrate will reinforce differentiation through functionality and ease of use. So, before you start, stop and assess whether or not your business will benefit from AR applications. Take time to evaluate all the options available and don’t just opt for the one you may have heard about or seen applied somewhere else. The reality is, your organizational needs are unique and as such, you need to take a deep dive before determining which applications will work best for your business.

    Once satisfied with your available options, you can draw up your wish list. Decide if you want to manage the development and launch in-house, or if you need to find an AR agency that can get you to your end goal. We recommend the latter.

    RPR – Your Rock Solid Partner For Your AR Strategy

    Businesses across the globe are trying to find ways to stay competitive as consumers are looking for richer engagement points in their shopping experiences. AR, no doubt, will have a big impact on how companies compete. With 40% of consumers saying they would pay more for a product that they could customize in AR, augmented reality is a big consideration for customers.

    AR is serving as the new interface between humans and machines. It will be a crucial piece of our future world, helping us to bridge the digital and physical divide — all while enabling humans to engage with technology in smart and interactive ways. Rock Paper Reality (RPR) can guide you through the development of your strategy and the execution of your AR project from the ground up. Our expert team and cutting-edge software will serve up a customized solution for your unique AR needs.

    AR is no longer just about the technology. It’s about reimagining our world and creating meaningful and purposeful experiences that leverage technology. In the same vein, it’s not just about choosing an AR partner. It’s about redefining relationships and creating mutually beneficial opportunities for both partners. Get in touch with Rock Paper Reality today, and together, let’s develop your business’s ability to create a world-class AR experience.

11. Industrial and Manufacturing AR

    Fri 30 July 2021 9:45 pm Leave a Comment

    Industrial Augmented Reality (AR) is a technology that complements existing manufacturing processes and enables companies to improve efficiency and increase quality. AR enables companies to cut costs, reduce time to market, and build safer products.

    With applications in the industrial and manufacturing sector including logistics, manufacturing floors, maintenance, upskilling, and training, organizations that have specific processes or require complex product components often find that implementing industrial AR optimizes operations across the entire product development cycle.

    Industrial AR takes product development to the next level by enabling designers to see how products will look and work in real-life conditions. This gives designers invaluable insights into what consumers want, allowing them to make modifications before the physical prototype is complete. This in turn reduces the costs of physical prototyping, saving time and money. Industrial engineers can also use the technology to plan and optimize processes that can help to ensure that your manufacturing output is consistently high quality.

    AR technology is set to change the face of the industrial and manufacturing industries, with PTC’s study on AR finding that nearly 75% of industrial organizations had some form of AR integration at the end of 2019. With such widespread adoption of the technology, all industrial and manufacturing enterprises must consider integrating enterprise AR solutions into their operations. Not doing so will mean entities risk being left behind.

    Application of AR in Logistics and Manufacturing Floor

    Logistics

    Managing orders and organizing warehouses is a time-consuming process. Workers have to verify information, locate and scan the selected products, deliver them to the dispatching area, and then sign off on the order. This process makes logistics prone to error.

    Industrial augmented reality enables workers to be much more precise and productive. It enables them to access a connected system that automatically guides them towards the correct products. Mobile AR systems such as head-mounted displays enable object recognition, barcode reading, and seamless information integration – all in a worker’s field of vision. All that’s left for them to do is get and drop off the product.

    Industrial AR is extremely effective, decreasing picking errors by as much as 40%. This translates to millions of saved dollars in the long run. In fact, logistic giant DHL has already latched onto the value of industrial AR and has allocated a massive $300 million investment in the technology.

    

    Manufacturing Floor

    Industrial AR promises to increase manufacturing floor efficiencies. It enables workers to quickly be trained in new processes and assemblies right on the shop floor. These operational instructions are presented directly in their line of sight, enabling them to process information while leaving their hands free to tackle other tasks simultaneously.

    This ability of AR technology to immerse users is perhaps its most potent feature. Manufacturing personnel can access technical documents, stream instructional videos, and receive 3D guidance all while productivity continues.

    Increasing Efficiency in Maintenance Using AR

    Industrial augmented reality is a powerful tool that can significantly improve service times and accuracy for maintenance providers. At a basic level, it enables workers to see hardware issues and required servicing. In addition, AR technology can display operation times, maintenance history, potential future breakpoints, and much more.

    Industrial AR also allows for more proactive maintenance. Service personnel equipped with mobile AR devices can automatically scan hardware whenever they hit the factory floor. This identifies early-stage maintenance requirements, eliminating the need for bigger and more costly interventions later down the line.

    Faster and more efficient maintenance using AR has been ably demonstrated by General Electric. GE reported a study where a technician had to wire a wind turbine control panel using physical work instructions vs instructions delivered via an AR headset. The technician displayed a 34% efficiency improvement in performance when using the AR headset.

    Better Upskilling and Training With AR

    Upskilling

    

    Upskilling is integrating smart technology with production workers and their processes. AR performs this integration smoother than any other technology due to its rich immersive capabilities.

    Mobile AR headsets and other devices have such smooth integration due to the ability of the technology to overlay information. By displaying useful information in the form of images, graphics, and text, workers can easily learn new processes, operations, and equipment operations. This translates into greater productivity and savings.

    Training

    Training industrial workers is a time and resource-consuming process. As they are new to the job, they are naturally unfamiliar with the necessary protocols, equipment operating procedures, and other standard factory floor conventions. Not only does this lead to production inefficiencies, but also raises safety issues. Expense is another consideration when training new workers, as it often involves having them shadow senior staff in order to learn.

    Industrial AR solves many of these problems. It can instantly deliver useful information and procedures so that trainees can learn as they go about their duties. The technology also offers a more uniform and complete transfer of knowledge and methodologies, rendering more effective training initiatives.

    It is not only more effective but more cost-efficient. By being able to guide trainees through every step and process, the need for expensive human instructors is eliminated. This also frees up manpower to focus on other tasks.

    AR also handles the safety issues that usually accompany traditional training. It allows trainees to get hands-on experience with simulated equipment. Naturally, this results in a safer training process while increasing efficiency – the equipment that trainees would have otherwise practiced on is instead freed up to be used for production. Industrial AR training is also replicable. This means that you only have to develop the training process once and it can be rolled out for all future training sessions.

    Industrial AR Is Ready to Revolutionize

    Augmented reality is set to revolutionize many industries, but perhaps none more so than the industrial and manufacturing sectors. The technology increases efficiencies across a range of applications, including logistics, manufacturing floors, maintenance, upskilling, and training.

    Finding an AR solution that is right for your organization is essential and one of the most important steps in the decision-making process to adopt AR for your industrial application. You can’t afford to be unprepared and given the rate of adoption and need to deploy quickly, you need a partner that can help deliver value quickly and has experience in fostering innovation – that partner is Rock Paper Reality.

    We’re a veteran Augmented Reality agency that helps companies from startup to Fortune 500s develop best-in-class AR content, WebAR Solutions and understands the specific needs of the industrial and manufacturing sectors. Our team ofconsultants are from top-tier consulting firms and will find the right AR solution for your use case.

    Want to learn more? Rock Paper Reality is ready to transform your industrial project with AR.

12. Enterprise Deployments of Augmented Reality

    Thu 29 July 2021 11:14 am Leave a Comment

    AR is fast becoming the new interface between humans and machines, bridging the digital and physical worlds and touted as the most exciting new technology of our time. It is reshaping our world by transforming how we learn, make decisions, and interact with the physical world. It is changing the way businesses serve customers, train employees, design and create products, and manage their value chains. This disruption is significantly impacting companies around the world and ultimately, defining how they compete.

    Augmented reality is capable of so much more than just consumer-facing experiences such as filters and games. Enterprise AR is a lesser-known, but, equally powerful application of the technology with the potential to revolutionize how businesses operate — from breaking down complex medical concepts into interactive 3D forms to construction companies showing clients 3D models of the project they’re bidding on.

    Enterprise adoption of AR technology has been growing in the shadow of its consumer-focused counterpart with a respectable compound annual growth rate (CAGR) of 66%. This rate is set to continue growing as AR has shown early value in industries such as logistics, field service, and training.

    Disrupting Field Services with Augmented Reality

    Enterprise augmented reality is the next big tool to boost efficiency and improve the output of field service providers. AR’s ability to use mobile devices to relay visual information to a user will transform the industry by enabling remote maintenance and repair functions.

    As such, AR adoption rates for field service providers is expected to surge, with over 50% of enterprises expected to use the technology by 2025.

    Appointment-Centric Field Service Providers

    These types of field service providers focus on providing customers with on-site services. Appointment-centric providers handle heavy logistical challenges as they often coordinate with a large number of technicians to meet customer needs. Enterprise AR helps manage staff schedules effectively by streamlining scheduling tasks, ensuring you get the right field service person to the right place at the right time. It also offers notification options for all jobs that are running, so you can be notified of any issues via email, text, and voice call.

    It enables remote troubleshooting. For example, AR enables service providers to remotely see and diagnose a problem prior to dispatch. This results in a higher first-time-fix rate and shorter service time. Enterprise AR can further aid field service technicians by allowing them to consult with a remote expert. This means that technicians can service a wider range of issues without necessarily being very knowledgeable on the subject matter. Finally, AR can provide a link between a customer and a remote technician, allowing the former to be guided through resolving simple issues.

    Outcome-Centric Field Service Providers

    These types of field service providers are typically responsible for maintaining complex equipment such as in the medical and utility industries. Their work focuses on ensuring optimal equipment performance. As such, they take proactive measures to reduce equipment downtimes, inefficiencies, and outages.

    Augmented reality technology enables these field service providers to remotely examine equipment. This remote role eliminates the need for many on-site visits, saving costs and time. Using AR during routine on-site maintenance can also automatically check the status of the equipment. This helps ensure that the equipment is functioning properly while provisioning for anticipated future problems.

    

    Improving Logistics Through AR

    Enterprise augmented reality is the driver of the next big step forward for the logistics industry. Logistics providers can use the information garnered from AR to optimize planning and task delivery, resulting in greater efficiency and better customer service.

    The biggest beneficiaries of AR technology in logistics will be the warehousing and transportation sectors.

    Warehouse Operations

    Order picking –the process of drawing items from a warehouse inventory to fulfill orders, and considered the most labor-intensive and expensive activity in the supply chain – accounts for around 55% to 65% of the total cost of warehousing operations. Enterprise AR technology can significantly save on these costs by reducing picking errors and search time.

    Mobile AR systems such as a head-mounted display (HMD) can decrease picking errors by as much as 40%. An HMD can guide workers to the right locations where they can see a digital picking list embedded in their field of vision. The picking process is further enhanced with real-time object recognition, barcode reading, and a useful information feed.

    Enterprise augmented reality can also improve warehouse-planning processes. The technology can visualize planned rearrangements and model new workflows in full scale.

    Transportation Optimization

    Augmented reality technology can optimize workflows and logistics in the transportation industry. In the freight loading space, the technology replaces cumbersome printed cargo lists and load instructions with an AR display that checks inventory while highlighting suitable vehicle areas to load in.

    Global Trade is often a complicated task for logistics providers. Enterprise AR alleviates some of the headaches by assisting in import and export compliance, documentary completion, and real-time translation of foreign labels and trade items.

    Augmented reality enables faster and more accurate completeness checks. It can automatically scan items to detect any damage or faults while enabling collectors to instantly determine if a load is complete.

    AR can provide dynamic traffic support to delivery personnel. An integrated AR navigation display provides real-time traffic data to optimize routes on the go, improve driving safety, and minimize driver distraction.

    Better Training with AR Technology

    Enterprise augmented reality technology is set to revolutionize the training industry. From corporate training to hands-on learning in sectors like manufacturing and healthcare, applications of this technology include:

    • a standalone tool in an interactive style of learning
    • a teaching aid, as a supplement to training materials
    • covering an entire module in a training program
    • incorporating it into an entire courseware offering

    Prevents Workplace Harassment and Discrimination

    Augmented reality can simulate realistic anti-harassment training and gender interaction simulations. This creates awareness around appropriate workplace interactions while facilitating immediate feedback.

    Facilitates Engaging and Interactive Learning

    Enterprise AR integrates well with Learning Experience Platforms (LXP). These technologies build on traditional learning systems by curating engaging and interactive educational content for each user. Trainees can learn faster by using immersive AR technology-driven recommendations. The result? A “Netflix-like” experience where content is appropriately targeted.

    Overcomes Learning Barriers

    Hands-on skills – such as surgery, equipment assembly and maintenance, and machine operation are time-consuming and require extensive cognitive effort. This is because there is an inherently steep learning curve when it comes to translating 2D materials into real-life 3D skills. Enterprise AR bridges this gap by translating 2D objects into a real-life environment taking care of these mentally taxing tasks.

    Enterprise Augmented Reality Is the Future

    Augmented reality technology promises far more utility than just face filters. Industries such as logistics, training, and field service providers are poised to take advantage of this technology described by Apple CEO Tim Cook “as a big idea, like the smartphone.”

    “The smartphone is for everyone, we don’t have to think the iPhone is about a certain demographic, or country or vertical market: it’s for everyone. I think AR is that big, it’s huge. I get excited because of the things that could be done that could improve a lot of lives. And be entertaining.”

    Rock Paper Reality (RPR) stands at the forefront of enterprise AR technology. A market leader in the AR industry for over a decade, RPR works with partners through the entire development process, from strategy right through to deployment and impact analysis thereafter.

    When it comes to AR development, Rock Paper Reality is your one-stop-shop. From 3D content creation to interactive Augmented Reality apps to WebAR Experiences, we develop unparalleled experiences for enterprises and consumers alike. Schedule an RPR demo today and discover how we leverage 12 years of innovative and successful AR to empower businesses – from development and content creation to consultation and targeted marketing solutions.

13. How To Plan and Produce A Successful WebAR Campaign

    Fri 11 June 2021 1:35 pm Leave a Comment

    Web-based augmented reality (webAR) is a powerful marketing tool that many brands are now leveraging. By using this technology in an effective and appropriate way, marketers can connect with their audience on a deeper and more interactive level than possible on nearly any other medium.

    Creating a webAR campaign is a process that is similar to developing any other marketing campaign. However, those who use webAR enjoy disproportionate positive results, with studies by ARtillery Intelligence showing that AR increases a customer’s intent to purchase 95 times more than the non-AR benchmark.

    WebAR technology is relatively new, so its capabilities are consistently being upgraded and its market penetration is on an upward trajectory. How can brands use this digital technology to take their marketing to the next level?

    Why Should Businesses Consider AR Marketing Campaigns?

    Augmented reality is far from being a passing gimmick – it’s a powerful tool that businesses can use to boost reach, engagement, and sales. Its power is rooted not only in AR’s enjoyable and whimsical nature, but also in its effectiveness at delivering marketing messages.

    AR gives brands the ability to bolster the potency of their marketing campaigns by connecting with audiences on an emotional and interactive level. In fact, AR has been shown to produce average dwell times of 75 seconds – 4x the length of video.

    This effectiveness has created a huge demand for AR from many industries, including retail, entertainment, education, and pharma. As such, the AR industry is set to continue growing with forecasts indicating between $70 to $75 billion in revenue by 2023.

    With such encouraging outlooks and proven effectiveness, the question really is why shouldn’t businesses consider creating WebAR campaigns?

    WebAR Overview

    What is WebAR?

    Web-based augmented reality is a frictionless way for people to enjoy AR directly from their smartphones. This technology enables users to participate in a uniform AR experience across various devices, browsers, and operating systems without the hassle of an app download.

    The download required by app-based AR has proven to be a barrier to entry for brands interested in the technology. Users simply do not want to sacrifice their data and go through the time-intensive steps of downloading an app. Furthermore, creating an app that is compatible across different phones and operating systems is both expensive and difficult.

    WebAR succeeds in doing away with all of these barriers by enabling people to instantly access AR without a download. This results in a smooth user experience, greater reach, higher conversions, increased shareability, and ultimately, more sales.

    Compatibility With Browsers and Mobile Devices

    All WebAR requires to function is a device’s camera and browser. This means that most mobile devices already possess the necessary framework to support it. This gives the technology broad compatibility.

    Phone manufacturers such as Samsung, Apple, Xiaomi, Huawei as well as browsers including Safari and Chrome support WebAR. This gives agencies the ability to create a uniform AR experience for users across multiple platforms and devices.

    The versatile nature of WebAR is an advantage of this technology, allowing it to reach twice as many devices as its app-based counterpart.

    Tracking Platforms

    Image Tracking

    Image tracking is an AR feature that enables the superimposition of digital content on top of targeted images. Using Computer Vision technology, the software can recognize and track specific real-world AR triggers, known as Image Targets. These targets can be anything a developer chooses, such as a wine bottle, clothing label, or ID tag.

    Image tracking requires a few features that most smartphones come equipped with, such as an RGB camera and gyroscope accelerometer. These features enable the software to perform essential AR functions, namely defining the position and orientation of a device, light estimation, and surface identification.

    The result is a WebAR experience that allows users to enjoy high-quality digital objects synched on top of the real world.

    Face Tracking

    This mode of AR allows developers to create experiences that overlay fun and interactive filters on a user’s face.

    This immersive experience gives brands more than just the option of creating wacky face filters. Face tracking AR can also be used effectively to allow users to try on various facial accessories and make-up. Agencies can also create immersive games using this technology.

    Face tracking works by using a device’s camera to capture video images. These images are then are transmitted to face-detection software. This software then tracks the face within a video stream, even analyzing features and expressions in real-time.

    

    World Tracking

    World Tracking web-based augmented reality creates markerless experiences by recognizing an environment’s surfaces. This platform is often combined with Image Tracking software. This creates an experience that keeps a target as the focal point while interacting with the surrounding environment.

    World Tracking is so immersive because it allows AR to incorporate environmental contexts and world understanding. This enables Image Tracking experiences to employ additional levels of both realism and freedom, creating an environment-aware augmented reality experience.

    The World Tracking process works by combining motion-sensing information with computer vision analysis of a scene using a device’s camera. The software is able to recognize specific features and their positions, resulting in an interactive and immersive AR experience.

    How Does WebAR Work?

    Web-based augmented reality uses a device’s sensors to superimpose position-tracked digital images onto a real-life scene. These sensors include a gyroscope, RGB camera, accelerometer, and magnetometer.

    These sensors give WebAR software the capacity to create experiences with the following features:

    Six Degrees of Freedom

    Six Degrees of Freedom is the ability of AR software to track a device along three axes of position and three axes of orientation. These axes define where a device is relative to its 3D environment. This enables AR software to sync a 3D image on top of the real world.

    Camera Stream

    WebAR requires access to the field of view and perspective of a device through its camera. This allows for synchronization of the augmented and real world.

    Scene Understanding

    Web-based augmented reality uses the ability of a device to recognize surfaces and estimate light. This environmental understanding allows AR to realistically place a 3D object within the context of its surroundings.

    Cloud-based CMS

    The fourth feature that WebAR requires is a cloud-based content management system (CMS). This technology allows a WebAR experience to be activated by a camera’s recognition of embedded triggers or links in an environment.

    These triggers can include chosen images, QR codes, URLs, and near-field communication (NFC) technology. This allows users to enjoy an interactive and seamless webAR experience wherever the triggers are located.

    Planning WebAR Campaigns

    Why Should Brands Consider WebAR?

    Businesses across various industries are beginning to see the value of web-based augmented reality. These brands are enjoying the benefits that the medium provides for shopping, education, equipment repair, gaming, and more.

    Augmented reality has further increased in value during this period of global lockdown. The technology effectively returns interactivity and real-life dimensions that users and customers have lost.

    Augmented reality is a powerful tool, but unless the experience is hassle-free for users, it will become an untapped medium. Web-based augmented reality provides the seamless experience that app-based AR lacks by enabling AR to be enjoyed across different devices without a download.

    High-Performing Cases

    Saatchi Art

    The “View In My Room” WebAR experience developed by RPR for Saatchi Art allowed customers to view over 1.4 million works of art in their own homes prior to purchase. This AR deployment, the largest for an e-commerce site to date, sought to address the issue that 70% of art buyers are hesitant to purchase online because they can’t view the piece in advance.

    SaatchiArt.com would regularly record over 2 million visitors per month from 110 different countries. However, since the View In My Room deployment in 2019, the company has seen a significant shift in customer behavior.

    Today, Saatchi Art Mobile records more users than the desktop version. Mobile transactions have thus soared, registering 100% growth year-over-year.

    

    Purina 28-Day Challenge

    Purina’s “28-Day Challenge” is another example of a successful WebAR deployment. The experience guided users through the positive changes they could expect their pets to enjoy if shifted to a Purina diet. The AR made use of impressive digital models, featuring instant world-tracked pet avatars with movements based on their real-life counterparts.

    The WebAR experience garnered a staggering 172 million impressions. The average playtime of the AR challenge was 30 seconds, with 25% of users fully engaging by capturing and sharing their experiences.

    

    Shopify

    Shopify successfully used WebAR to create an immersive and useful online shopping experience. The digital marketplace used the technology to allow customers to explore 3D models of products prior to purchase.

    The experience came packed with features. It allowed users to enlarge items for closer inspection, provided a 360-degree view, and even let patrons customize their items, choosing from different color and model variations.

    The numbers collected from Shopify’s WebAR deployment are impressive. Products using AR enjoyed a 94% higher conversion rate than those without. Some brands were even able to increase conversion rates by up to 250%. It was also shown that 40% of shoppers were more willing to purchase a product if they were able to inspect it first using AR.

    Market Trends and Adoption

    WebAR is rapidly growing in popularity and revenue. ARtillery Intelligence released a report that projects a 19.6% compounding annual growth rate (CAGR) of worldwide VR revenue between 2019 to 2024.

    The same report details an expected enterprise AR spending growth from $1.23 billion in 2019 to 4.03 billion in 2024, an impressive 26.7% CAGR. Another Future Forecast report says that by 2030, $1.92 trillion will be added to the global economy through augmented reality.

    Clearly, WebAR is a medium with nearly limitless potential for growth. This is partly due to the consumer make-up of the tech, as most AR users are Millennial and Gen Z consumers.

    Businesses have caught on to the massive benefits of leveraging augmented reality technology, with 9 out of 10 brands indicating that they plan to include WebAR campaigns in their marketing mix.

    Web-based augmented reality can transform the way that agencies market. While the industry is still relatively new, all signs point to it becoming an essential part of any brand’s marketing strategy.

    AR Outperforms the Status Quo

    By nature, web-based augmented reality is a truly interactive and immersive experience. This allows marketers to connect with their customers on an emotional level that other forms of media simply can’t reach.

    Artillery Intelligence has collected data that supports this. Brands that used AR enjoyed outstanding results, with some showing a 520% increase in intent to purchase from their customers over the next six months.

    Brands such as L’Oréal and Herschel Supply Co have already taken advantage of this powerful marketing medium. The former has tripled conversions once deploying AR that allowed customers to try on make-up before purchase. Herschel has reported a 152% increase in revenue per visit after launching an AR furniture visualization platform.

    While impressive, these numbers are not too surprising to those familiar with the effectiveness of WebAR.

    Studies show that there is a 50% drop-off for experiences that take over 30 seconds to load, such as app-based AR. Even after downloading, there is a further 75% reduction in users who engage beyond the first interaction. This means that a lengthy download process can lead to up to an experience losing up to 90% of its audience.

    Your Brain on AR

    

    Why is AR so effective? Augmented reality has three primary effects on the brain that contribute to its impressive results in marketing:

    High Attention Levels

    Capturing the attention of a consumer is something that costs businesses a lot of time, effort, and money. AR naturally captures a user’s interest, driving 1.9 times more visual attention than nearly any other medium.

    Effective visual communication also results in emotional intensity. Emotional intensity dictates what information the brain stores or encodes into long-term memory. Naturally, the more marketing messages an audience remembers, the better.

    Surprise Response

    AR also has the capacity to “surprise” the user. This means that people are still receptive to the relatively novel technology.

    This ability to provide a surprising and emotionally charged experience is set to carry on in the near future as AR technology continues improving. These improvements enable developers to create ever more compelling and immersive experiences.

    However, it’s important to keep in mind that as augmented reality becomes more integrated into people’s daily lives, this surprise response is likely to decrease.

    Improved Memory Encoding

    As mentioned, AR has an enhanced capacity to encode itself into a person’s long-term memory – it has been shown to facilitate up to 70% higher levels of memory retention compared to other channels.

    This makes the technology a very powerful tool to deliver key marketing messages that a company would want its audience to retain. This secures both a wider and more engaged reach.

    WebAR Experiences

    WebAR uses a device’s sensors to create a range of experiences for users. Each type of experience has its own benefits as well as an objective for which it is best suited.

    Brands seeking to develop their own WebAR deployments should carefully consider what type of experience best accomplishes their goals.

    Here are some of the most common types of WebAR experiences:

    Marker-Based

    Marker-based AR is most useful when an agency wants to trigger an experience based on a real-life object. Examples of these triggers can be an appliance, packaging, QR code, or page of a book.

    An example of marker-based AR is a deployment by Siduri Wines and developed by Rock Paper Reality. This experience was activated by a user scanning a QR code on the bottle and pointing their camera at one of the company’s bottles of wine.

    Once triggered, the business’s founder would climb out of the bottle and entertain customers with interactive shenanigans. This experience brought the company’s ethos to life, that “serious wine and serious fun aren’t mutually exclusive.”

    Siduri Wines was also the first brand to use this type of AR to interact with cylindrical-shaped objects, showcasing the ever-developing nature of the technology.

    

    Markerless

    Markerless WebAR is used to display digital content in a real-life location. This is used for deployments that do not require an “anchor” in a real environment, allowing virtual objects to be overlaid on a surface or in midair.

    This technology has a wide range of uses, as it allows users to preview items in a location prior to purchase. Furniture, appliances, and clothing are well-suited to this type of AR as it removes the uncertainty of how a physical item will look once received.

    Saatchi Art, an example from earlier, is an example of markerless webAR technology. The art retailer used AR to give customers the ability to preview over a million works of art in their homes. As users were able to have an accurate representation of how a piece would look prior to purchase, online sales were increased.

    Volumetric Capture

    Holographic WebAR (referring volumetric capture— the act of studio capture of people and objects to import as webAR assets) represents a step forward in the complexity of the technology.

    The technology gets really interesting when combined with marker-based AR. Siduri Wines used holographic AR in tandem with marker-based AR to create their memorable experience.

    Not only was the brand’s founder an interactive holographic object, but he was also anchored to a real-life surface and triggered by a specific marker – in this case, a bottle of wine.

    WebAR Portals

    WebAR Portals are a very immersive experience, taking users through a “portal” into a digital world. When triggered, this type of AR takes viewers to a new virtual environment. Users then navigate this world by handling their smartphones in real life.

    WebAR Portals are useful for bringing a new level of immersion to advertise travel experiences, restaurants, concerts, art galleries, and much more. Companies are now using web-based portals for virtual events that allow people to interact with the brand and experience digital representations of their products.

    Pepsi used WebAR Portals to give Super Bowl fans a look inside the Super Bowl LV Halftime Show Commercial. Users were able to immerse themselves in the action of the commercial with a 360-degree experience, even getting up close and personal with award-winning artist, The Weeknd.

    

    Face Tracking

    This is one of the most famous AR experiences, being used to great effect by Snapchat, Facebook, Instagram, and many other social media platforms. Face filters have become so common in our everyday lives that most people don’t even realize that they are a type of AR.

    This technology is not just limited to augmenting social media campaigns. Face Tracking is also commonly used for product try-ons such as sunglasses, hats, and make-up.

    There exists plenty of technological frameworks to support face tracking, giving designers the power to develop fun and creative filters. 8th Wall Face Effects has many templates for developers to use, providing them with a starting point to create custom visual effects.

    One particularly delightful example of a recent face tracking experience was created by Rock Paper Reality for the San Francisco Ballet. After scanning the masks and costume accessories using a process called photogrammetry, Rock Paper Reality made them ready to deploy as AR face filters on Instagram. Based on the Ballet’s yearly production of Nutcracker, which unfortunately they were unable to perform last year, the filters included the Snow Queen, the Sugar Plum Fairy, and the Nutcracker himself.

    Personalization

    WebAR is a dynamic medium that allows agencies to provide users with a personalized experience. This is useful for brands that want to create unique and memorable interactions with their customers.

    Sberbank launched a WebAR experience right before International Women’s Day in Russia. They created a deployment that allowed people to send personalized bouquets to a loved one. The customization options included the type of flowers, color selection, name integration, and a custom image upload.

    The WebAR campaign was a huge success. An incredible 94% of users created and shared a custom bouquet. This achievement reflects the power of WebAR to connect with people on a personal, emotional level.

    

    Define Your Marketing Goals

    The creation of a marketing campaign using web-based augmented reality follows the same principles as creating any other campaign. As such, the first step is to define the project’s goals.

    Having clearly defined goals provides direction to a campaign, making sure that all the parts pull in the same direction. This unity is essential for the marketing efforts to reach their full potential.

    In the context of a webAR campaign, the technology needs to work towards achieving these goals. If AR is appropriate, then integrating it into the campaign is beneficial. However, if the technology doesn’t offer any additional value to the audience or it makes more sense to use video to tell your brand’s story, save webAR for a better-suited campaign.

    Starting with a solid set of marketing goals provides the framework for everything else to fall into place. When choosing goals, make sure that they are SMART. This stands for specific, measurable, attainable, realistic, and timely.

    WebAR Marketing Strategy

    There are three typical processes that brands must consider to create effective webAR campaigns. Carefully going through each process increases the chances of success for any marketing endeavor.

    Consumer Journey Mapping

    

    This process is important because it helps brands understand their customers more deeply. The better the understanding of a clientele’s expectations, barriers, and experiences, the better an agency can tailor to their needs.

    Creating a positive client interaction is essential to stand out from the competition. 80% of customers consider their personal experience with a company to be as important as its products.

    As webAR is still a novel technology to most consumers, it’s vital that developers carefully map out the consumer journey. Activating and interacting with the AR needs to be effortless for it to be successful.

    Having a reward, catchy hook, clear instructions, and a call-to-action all contribute to an enjoyable AR experience. As such, each feature needs to be given careful thought.

    

    Target Persona

    A target market is different from a target persona. The former focuses more on demographics such as age group, gender, and income bracket. A target persona is a personal snapshot of a typical person from the target market. They are fictional representations grounded in an understanding of an audience on a personal level.

    Target personas replace statistics with a person who has actual habits, goals, challenges, and dreams. An agency with a clear grasp of the target persona they are talking to will be able to develop tailored webAR experiences. By reaching an audience this way, emotional and memorable interactions are easier to create.

    Channel Deployment Strategy

    

    With the huge amount of marketing channels available to brands today, choosing the best ones to focus on is important. This process is called channel strategy, and it involves picking the most appropriate platforms and channels to use to achieve a campaign’s goals.

    Picking a set of channels to focus on requires a combination of analytics and consumer insights. These two sets of data guide agencies towards the most effective way to reach an audience within budget.

    For example, a makeup brand seeking to use AR Face Filters to promote their products is better off using Snapchat instead of a professional channel such as LinkedIn.

    A well-researched channel deployment strategy optimizes the reach of a marketing campaign. It ensures that brands can effectively engage their audiences on the platforms they frequent most.

    <h2″>Write a Creative Brief

    When a brand has defined its marketing goals and created a strategy to achieve these, it’s time to write the creative brief. While developing this brief, it should be kept in mind that it will eventually be shared with a chosen AR partner.

    As this partner will be responsible for bringing the brief to life, it needs to be detailed, aligned, and realistic. Providing this gives AR developers the framework upon which they can craft creative ideas to support the marketing goals.

    The brief needs to be specific enough so that all teams are working together. Interactions between future customers and the software need to be defined early on. What kind of experience will resonate with users? What is the call to action? What type of webAR technology should we use? When dreaming up the AR experience, make sure that it is both realistic and sharable.

    Determine Your Campaign Metrics

    It’s important for a webAR campaign to have measurable objectives. This lets a brand know if the campaign has been successful and what areas to focus on if it hasn’t.

    WebAR campaigns can use Google analytics. Important information such as the number of unique users, call-to-action taps, views, and dwell time can all be gathered throughout the deployment. This information can then be used to improve marketing efforts moving forward.

    These metrics should be defined early on so that an AR partner can track them from the onset.

    Producing WebAR Campaigns

    Identify a Winning Campaign

    Before jumping into the actual development of an AR deployment, it’s important to revisit the ideas behind the campaign. A winning webAR campaign addresses five important questions:

    1. Does it solve a problem?
    2. Does it create a positive interaction?
    3. Does the webAR meaningfully enhance the real world?
    4. Does the technology integrate with a larger marketing strategy?
    5. Is the experience accessible and easy to use?

    If the answer is “yes” to all of these questions, then all the pieces are in place for a successful webAR deployment. It’s important to be honest here and continue working on the campaign if it doesn’t address all five of these questions.

    Wireframe to Prototype

    Once a creative brief has been agreed upon by both the brand and AR partner, it’s time to begin the creation of the actual webAR experience.

    The first step agencies take is to create a wireframe guide. This is a basic visual representation that depicts the skeletal framework of the AR deployment. Wireframes allow developers to easily re-arrange the flow of the experience to best accomplish the chosen objectives.

    The next steps are to develop a mood board and then a storyboard. This process takes the wireframe sketch and upscales it into a visual representation of the AR experience. This is where the overall look of the deployment is determined. All areas of user interactivity should also be defined here.

    Once everything has been approved by the brand, the coding and development of a prototype can begin. A prototype allows for changes to easily be made to a deployment based on initial feedback from users.

    Effective prototypes should include three essential features:

    Call-to-Action (CTA)

    A CTA answers the question, “what do you want the user to do at the end of the experience?” The desired action should be based on the webAR campaign’s goals. Examples of CTAs include sharing the experience, making a purchase, collecting discounts, and linking to a landing page.

    Simple works best here, so only use 1-2 CTAs so that users do not get overwhelmed.

    Interactivity Types

    WebAR experiences work best when they are uncluttered and straightforward. This means limiting the ways a user can interact with the software.

    The three most common interactivity types are the ability to share, re-center AR experience, and the back/home button. Other types include purchase, screenshot, and restart experience. Make sure that the chosen interactivity types facilitate the goals of the campaign.

    As with CTAs, keep the interactivity simple. Avoid clutter and using too many buttons. If there’s a need for deeper interaction, use a collapsible menu to help organize.

    Clear Instructions

    Capturing your audience’s attention is important, keeping it is even more so. Once a user opens up the webAR experience, they need to be guided right away on what to do. Concise and eye-catching instructions are essential to reduce drop-offs and increase dwell time.

    Conduct live usability testing and embed heatmaps to determine how users interact with the deployment. This data can help developers fix bottlenecks and increase clarity.

    Choose WebAR Channels and Technologies

    Channels and Triggers

    The chosen channels for the rollout of an AR experience should align with the overall campaign strategy and goals. Appropriate channels need to address a market’s communication touchpoints, technological capabilities, and preferred mode of interaction.

    Once the channels have been chosen, then suitable triggers must also be determined. Choosing a trigger is best done by putting yourself in the shoes of the consumer. Where, when, and how will they encounter and interact with the augmented reality?

    If the audience is likely to come across your deployment in a physical space such as a supermarket or grocery, then an image-based trigger such as QR code or product is suitable. If your webAR campaign is digital such as email or social, you can create URL hyperlinks that redirect users to the WebAR experience.

    WebAR Technology Platforms

    AR.js

    This is a software development kit (SDK) used to build WebAR experiences that use marker and location-based technology. AR.js is easy to use, open-source, and free of charge. It also offers cross-browser compatibility for both Android and iOS platforms.

    This framework aims to further advance webAR technology by enabling 3D content that is “composable, interoperable, and standardizable.

    8th Wall

    A comprehensive SDK, 8th Wall provides developers with a host of functions to create immersive webAR experiences. The platform comes with powerful surface detection, lighting estimation, occlusion, and relative scale recognition.

    This framework also comes with project templates, source control, remote debuggers, and a fully-featured code editor. It also supports combining world tracking and image targets, allowing for the creation of a truly realistic WebAR experience.

    8th Wall is compatible across both iOS and Android systems.

    Hire a Technology Partner

    As web-based augmented reality is a continuously evolving technology, it can be difficult for a standard digital advertising agency to keep up. They tend to not have in-house developers with the necessary coding skills or understandings to create enterprise WebAR.

    In order to get the most out of this medium, brands should consider working with a specialist AR technology partner. These partners will come with a team of dedicated software developers familiar with webAR. They will be able to analyze the project to choose which AR SDK is best, what kind of experience is realistic, and how much effort the campaign will require.

    An experienced technology partner can help not just with the technological aspect, but also with the overall webAR campaign. They will be able to see how to best integrate AR within the big picture of the marketing strategy. A good partner will also use a data-driven approach to streamline the campaign while bringing it to life with sound creative ideas.

    Choosing a WebAR Partner Agency

    Choosing a competent WebAR technology partner is very important. Here are some questions which brands should address when assessing the right WebAR agency:

    1. What skills does the agency have outside of webAR technology? It’s important to find a partner who is also experienced in marketing, advertising, and design.
    2. What services are offered in-house (development, creative, strategy)?
    3. What are some successful campaigns managed by the agency in the past?
    4. What performance metrics from past campaigns can the partner provide? Look for engagement time, marker scans, and click-through rates.
    5. Will there be a dedicated project manager who can support the creation process from start to finish?
    6. What is the warranty for development? Does the agency offer post-development maintenance and updates?
    7. What brands have the agency worked with before? Try to connect directly with these companies and ask how their experience was.

    A competent webAR development partner should be able to answer all of these questions and more. Their approach should clearly identify their technical, brand, and business acumen while setting realistic expectations to deliver ROI.

    Conclusion

    WebAR is an exciting technology that will continue to penetrate and influence our daily lives. It allows brands to reach their market in an immersive, interactive, and entertaining way. WebAR facilitates marketing messages that are delivered to and retained by audiences more effectively than nearly any other digital medium.

    In order to get the most out of web-based augmented reality, it’s important for brands to find a competent and experienced AR partner. Rock Paper Reality (RPR) is a veteran in the industry with over a decade of experience at the cutting edge of the technology.

    RPR has created dozens of successful webAR campaigns for brands such as Lenovo, Microsoft, and Netflix. Working with clients from conception to deployment, Rock Paper Reality has provided partners with the benefits of best-in-class augmented reality.

    If you’re interested in WebAR and taking your marketing to the next level, visit Rock Paper Reality and get in touch.

14. What You Need To Know About WebAR Analytics

    Fri 14 May 2021 1:35 pm Leave a Comment

    Web Augmented Reality (WebAR) is a burgeoning business. From a $3.98 billion market in 2019, WebAR grew to $6.16 billion in 2020. It’s projected to reach $21 billion by 2024. Currently, enterprise productivity is the main driver of WebAR. It consists of tools used to train or enhance worker skills and enhance employee engagement with the company. Enterprise productivity generated $2.58 billion in 2020, followed by AR advertising at $1.41 billion and consumer in-app purchases ($1.38 billion).

    AR advertising offered the biggest potential for growth and was projected to overtake enterprise productivity as the leading revenue earner by 2024. ARtillery projects that AR advertising will reach $8.02 billion by 2024. Meanwhile, Enterprise productivity will regress and end up with $3.78 billion.

    Why does advertising have the biggest potential? According to data from Accenture:

    • 64% of leading consumer brands are investing in immersive activities
    • 50% of consumers better recall brands that regularly engage them using immersive technologies
    • 47% of consumers say immersive technologies make them feel more connected to products

    In order to maximize this potential, you need to determine the performance of your current AR products and campaigns. The best way to do this is to leverage WebAR analytics.

    What Does WebAR Analytics Measure?

    

    WebAR outperforms social media apps in terms of evaluating performance when it comes to analytics. There are the requisite engagement rate factors like views, likes, and shares. At the same time, metrics designed for WebAR experiences like dwell time and spatial analytics help gauge interest and engagement. Below are some of the common WebAR metrics that help determine if an experience made an impact or is largely left ignored.

    Pageviews

    Pageviews are the basic starting points in any analytics report. They are what happens when a browser loads a page on your site. Every load event, including refreshing the page, is counted as a single view. Analytics can count page views from a single user (IP address) to record users’ frequency and return rate. This data can help determine the replay value of the WebAR experience. The better the replay value, the more cost-effective the WebAR investment is. Also, page views can also help evaluate campaign materials’ effectiveness that convinces people to scan a QR or a tap a link to the WebAR experience.

    Dwell Time

    Dwell time is the time spent immersed in the WebAR experience. It helps determine how much time users are engaged. If a WebAR experience runs for three minutes and users drop at the one-minute mark, the quality of the experience may need some tweaking. Load times can also be a factor here, as the average dwell time for users after clicking a link is two minutes. Consequently, the longer it takes for a WebAR experience to start, the greater the danger of users losing interest to continue.

    At the same time, a more compelling experience with better visuals, gameplay, and script, will win over users versus one that is poorly created and directed. Dwell time can help determine this as well.

    Engagement Rate

    Engagement rate is a social metric that measures the level of interaction of a WebAR content among its. Instead of simply counting the number of likes, shares, and comments, it follows a formula that divides total interactions by the number of followers and then multiplied by 100. This provides a better, more accurate measurement of content performance compared to absolute measures such as likes, shares, and comments.

    Spatial Analytics

    Spatial analytics is a new and advanced analytics feature exclusive to AR and VR experiences. It allows a deeper look into AR campaigns by breaking down elements within the WebAR content. Spatial analytics track and record user behavior inside the 3D environment. It helps determine which areas or objects get the most interactions. Inversely, it also determines which areas are least visited and which objects may need to either be repositioned or replaced.

    Google Analytics in WebAR

    

    Google Analytics already established its set of metrics to help measure a site’s popularity. WebAR content can use these metrics to paint a more detailed picture of their performance.

    In particular, WebAR experiences use the following Google Analytics metrics:

    • Visits – Visits occur when an external site sends a user to a WebAR site. Whether it’s because the user clicked a link or used a search engine, the action of getting directed to the target site is called a visit.
    • Unique Visitors – This metric provides insight on how many individual visitors went to the WebAR experience. In comparison, visits count the aggregate number of site arrivals. It does not factor in how many times a single user visited the site. Unique visitors solve that issue by counting each unique visitor once after a certain period of time. Once that time lapses, a new count will be made even if the user is a previous visitor.
    • Number of Users Who Allowed Access to the Camera – Given that the WebAR experience requires the use of a camera, the metric that records the number of visitors who allowed access to the camera gives an accurate picture of the WebAR’s acceptance rate to play. Rejecting the request for camera access is equivalent to abandoning the experience before it even started.

    Know Your WebAR Metrics

    Getting familiar with the metrics that measure the effectiveness of WebAR experiences provides companies and brands to gauge consumer interest in their content. A high view/visit rate but low engagement or low dwell time may mean the need for more compelling materials.

    Meanwhile, spatial analytics can weed out uninteresting parts of the Augmented Reality landscape, which can be replaced with more dynamic elements. Google Analytics metrics can also help gauge the effectiveness of campaigns by registering visitors and unique visitor rates. Camera access can help determine if visitors completed the WebAR experience or abandoned it before it even started.

    Learn more about how Web Augmented Reality can help produce engaging and immersive content for your company’s product and marketing campaigns. Rock Paper Reality is an Augmented Reality design agency that lets you unlock the magic of AR and help boost your bottom line. Learn more about how Rock Paper Reality can make AR work for you. Contact us today for a free demo.

15. 5 Innovative Examples of Augmented Reality in Retail

    Mon 7 December 2020 2:27 pm Leave a Comment

    Augmented reality is essentially the fusion of digital information and experiences with the physical world. AR is typically accessed through mobile apps or on your phone’s web browser. Special wearable devices such as smart glasses or headsets can enhance AR experiences,  and it is estimated that there will be more than two and half billion mobile AR devices and smart glasses by 2023.

    AR is delivering huge opportunities for businesses of all sizes and industries. Consumers are more comfortable integrating AR into their everyday lives.  According to Gorilla in the Room,  30% of people had an AR/VR experience over the last six months and 69% of people are excited by AR experiences.

    AR developers and development agencies are at the forefront of this consumer adoption and excitement around AR. For example, it is already becoming common for companies to send AR gifts instead of tired old gift cards and some companies have used a  hologram of their founder to help you pick the best wine for your meal, right in your kitchen.

    The Impact of AR in Retail

    Beyond the excitement of visualizing a couch in your living room before you buy it or virtually trying on lipstick, augmented reality has a scalable impact in retail. It provides a higher level of service by attending to the customer’s needs immediately and with customized information.

    Some of the demonstrable benefits that Augmented Reality brings to retail are:

    • Increases conversions
    • Reduces returns
    • Educates customers
    • Offers shareable experiences
    • Gathers information on consumer needs and preferences
    • Builds customer loyalty

    According to ARtillery, there was a 74% increase in the number of customers who preferred pointing their mobile devices at products to receive digital product details once they first tried it.

    This shows that customers are not only open to trying AR, but they are hooked once they try it. Companies now have the opportunity to educate, engage, and entertain their customers while making the buying journey easier.

    Retail companies using AR create a unique environment that enhances the in-store experience and online shopping. At the same time, AR allows businesses to extend their geographic reach by addressing the preferences of people around the globe. AR has become the ultimate customer-centered experience.

    AR for In-store Experiences

    As mentioned above, customers can now point their mobile camera at products and see detailed information, receive recommendations, and browse through reviews. This experience can be further developed by businesses to create customized offers, special discounts, and promotions based on the store’s location, product, and customer data.

    Accessing the brand’s product information using a mobile phone allows real-time data gathering and easy customization of the information provided. This feature helps boost sales and foster customer loyalty. It also allows companies to gather valuable information on their customers to improve marketing and the overall customer experience.

    AR For Online Shopping

    Online shopping is booming due to the global pandemic and era of social distancing. However,  many shoppers still prefer having an immediate and physical connection with a product in-store. For example, Seventy percent of the people who choose not to buy online say that what helps them buy a product is interacting with it in real life.

    Augmented reality offers considerable aid in bridging the gap between the digital and physical world by offering experiences such as virtual dressing rooms, try-ons, and 3D holograms of models to give people a tangible sense of the product before they buy it.

    AR for Pop-up Stores

    Everyone knows about pop-up stores and how this temporary and small-scaled marketing technique has innovated the retail industry. The next significant stepping-stone for pop-up stores is an invisible pop-up shop that uses AR to entice customers and sell products. While in the pop-up store, whether it is outdoors, such as Airwalk’s campaign, or indoors, users scan a code to access the experience. This feature allows them to virtually try on products, get information about them, and ultimately click to buy.

    Examples of Augmented Reality in Retail

    The Saks Fifth Project

    Saks Fifth, the famous luxury chain of retail stores, allows customers to virtually try on clothes and accessories using the app developed by RPR. Shoppers use their phones (or store-provided smart glasses to view and purchase items, receive recommendations, and access other merchandise information.

    

    The campaign is available for both in-store and at-home shopping, making it easier for customers to shop on the go, wherever they are. The ability to try on an item from home increases buyer confidence, which leads to increased sales lift and reduces the volume of returns.

    The Saatchi Art Project

    The largest online art store in the world proved that online retail stores could and should integrate AR into their digital strategy. RPR developed the world’s largest  deployment of WebAR for Saatchi Art, by creating  a feature known as “View in My Room.”

    This allows customers to visualize over 1.4 million works of art on your wall before purchasing. This gives a better sense of the artwork’s size and color in your home. The entire experience takes place on the consumer’s browser without any need to download an app.

    

    The web-based technology adds ease and access to the buying experience, driving a  70% increase in sales and a larger volume of users.

    The IKEA Project

    One of IKEA’s most significant challenges was the volume of returns.   After many customers purchased and assembled their new furniture, they realized that the item they just purchased either did not look as expected or did not fit in their home. Add the complicated instruction manuals to the equation and you have a recipe for a low customer satisfaction rate.

    

    IKEA was one of the first companies that used the “Try Before You Buy” feature. Like many retail companies today, IKEA turned to Augmented Reality to combat their issue with high returns. By using the IKEA Place app, customers can browse over 2,000 pieces of furniture and visualize them in their homes.

    The campaign reduced the return volume, boosted customer satisfaction, and resulted in over two million app downloads.

    The Sephora Project

    Sephora uses 3D Face Recognition to bring Augmented Reality into their marketing campaigns. The Virtual Artist App, developed by the famous beauty retailer, allows users to try various makeup products by uploading a selfie. The app also offers interactive tutorials on using various make-up products, contributing to Sephora’s efforts to educate its customers.

    

    The feature increases buyer confidence and purchase intent by demonstrating how the makeup will look once it’s applied. Trying on make-up products before purchase allows customers to create customized looks and try products they would have otherwise disregarded.

    The Lego Project

    Lego partnered with Snapchat to create an AR Fashion Boutique to promote their latest adult clothing line. The store appeared empty inside except for some Snap codes.

    

    When the users scanned the codes, they gained access to the entire experience: interactive arcade games, a virtual DJ booth, and an exclusive collection of clothing. This innovative clothes-less clothing store shows the endless possibilities AR can bring to the retail industry.

    The Future of AR in Retail

    Augmented Reality brings the retail industry to a new level and helps customers make faster and better purchasing decisions. In addition to that, the entertainment factor of AR builds brand awareness, encourages shareability, and creates strong positive associations with brands. Retail companies in any industry can benefit from embracing AR as the future of their customer engagement at any step of the customer journey.

    RPR is committed to helping companies of any size harness the full power of Augmented Reality and has successfully integrated it into dozens of businesses with up to 30X ROI From app development to consulting services, we support your business every step of the way.

    See Also: Web AR Examples

16. AR Ads & AR Commerce

    Thu 31 October 2019 5:41 pm Leave a Comment

    RPR is doubling down on AR Advertising and 3D product visualization! Why? AR Marketing has been proven to outperform traditional advertising, drives consumer awareness and adoption of AR, and analyst reports are backing our assumptions.

    Artillery is projecting AR Ad revenue to grow from $453 million in 2018 to $8.8 billion in 2023. An 81 percent compound annual growth rate. This mostly involves product promotions through AR interfaces such as Facebook Lenses, Snapchat, and other social lenses.

    Here are some key takeaways on AR Advertising and AR Marketing as to why we believe it will be a massive success:

    • AR ads’ limit the time and ‘friction’ between a consumer’s discovery of an item they are interested in purchasing and the purchase of that item.
    • AR ads such as this Facebook experience with sunglasses company, Michael Kors, improves discovery and greatly enhances the Facebook experience:

    

    

    • AR ads such as this one allow users to instantly purchase products without leaving the Facebook app.
    • Reports claim videos similar to the ones above performed 77 percent better than static images.

    Along with Michael Kors, Sephora, NYX Professional Makeup, Bobbi Brown, Pottery Barn, and Wayfair are also now using their own AR ads.

    Another success story comes from YouTube with a product called AR Beauty Try, which reports 30 percent more AR activations from in-stream cosmetics promotions. Thanks to machine learning and AR technology, these AR ads offer realistic, virtual product samples that work on a full range of skin tones.

    So before launching your next online ad campaign, contact us about how AR advertising can drive more traffic to your site, build better brand engagement, and drastically increase your product sales.

    Contact RPR today for a free demo and AR advertising consultation.

    Rock Paper Reality: “The Augmented Reality Agency”