Augmented reality (AR) is an enhanced version of the real physical world that is achieved through the use of digital visual elements, sound, or other sensory stimuli delivered via technology. It is a growing trend among companies involved in mobile computing and business applications in particular.
Amid the rise of data collection and analysis, one of augmented reality’s primary goals is to highlight specific features of the physical world, increase understanding of those features, and derive smart and accessible insight that can be applied to real-world applications. Such big data can help inform companies' decision-making and gain insight into consumer spending habits, among others.
Understanding Augmented Reality
Augmented reality continues to develop and become more pervasive among a wide range of applications. Since its conception, marketers and technology firms have had to battle the perception that augmented reality is little more than a marketing tool. However, there is evidence that consumers are beginning to derive tangible benefits from this functionality and expect it as part of their purchasing process.
