Augmented reality enables people to perceive more context and detail about real-world objects. It’s also being used to enhance human capabilities, which is changing the experience of employees and customers across the value chain. To make the most of AR opportunities, firms need to rethink their approach.
Nearly all AR applications include superimposing digital information onto the real world. Some are simple, like an GPS overlay on the road’s view or information on restaurants in the vicinity of the user. Other are more intricate and require more sophisticated technology, such as SLAM or depth tracking. These technologies can track a person’s location and identify specific physical features or objects (like a product label or landmark, for instance, or a book covers) and recognize their structure.
AR lets customers try on clothing and jewelry without having to leave the store. This helps save time and allows customers to make purchases that are ideal for their needs. Brands can differentiate by offering experiences that allow shoppers to interact with the products within their environment, which reduces returns and increasing conversion. For employees, AR can support training and knowledge transfer by allowing employees to work in a secure virtual space. This can cut costs and risk, especially in hazardous or high-risk settings such as manufacturing. For instance, it can enable workers to replace costly equipment using virtual simulations augmented reality for training and testing purposes. Additionally, it could provide guidance through the assembly of complicated machines with step-by-step instructions. This will increase the productivity and quality.
