Augmented reality has the potential to reshape how people live their lives, according to Steven Feiner, a professor of computer science at Columbia University. AR is becoming popular with businesses all over the world. According to a recent study conducted by Juniper Research, market and technology research firms, a growing number of retail brands are opting to incorporate augmented reality experience in the marketing campaigns. Both Sony and Microsoft are using AR for a number of projects as well.
While AR is still in its infancy, Feiner says there are real world applications that few are aware of.
There are clear implications on how AR can impact the gaming industry. Interactivity is the pinnacle of gaming experience and being able to interact with a virtual world allows for a more immersive and fulfilling experience. Feiner recently demonstrated how Augmented Reality glasses could be used to inject players directly into a game environment.
Feiner notes that AR can be used to enhance everyday life as well. Mechanics can use AR programs to help them make repairs; interior designers can use these programs to fabricate designs for a room, and so on. Feiner admits that there is still a learning curve associated with the technology. Making simple mistakes in programming could cripple the entire experience and there is still the issue of educating the public on how to use the technology.
Despite the challenges facing augmented reality, however, the technology is taking hold in the advertising world. Frank Cooper, chief consumer engagement officer for PepsiCo, recently told his colleagues: “Ignore AR at your own peril.”
