Augmented Reality in Business

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Reality is what we perceive with our senses. This is what we observe, touch and feel. Technology has already changed the way we perceive reality in the long term. But augmented reality gives the consumer much greater control, allowing them to change what they see, hear and even feel.

The digital world is becoming more tangible and this goes hand in hand with a redefinition of the value placed on the physical and digital worlds. The demand for interactions imitating contact with people or objects in real time is increasing. Which fundamentally transforms the nature of communication.

In the working world of tomorrow, talents and opportunities could be identified and connected fluidly and instantly.

Relocation of talents

The ease of access to a reality, regardless of a unit of place (remote access) or time (at any time whatever the time), should lead the labor market to be less dependent on the location of his collaborators. Talents will be able to intervene from different parts of the world, and collaborate more effectively by sharing and accessing information in new formats.

Reinvented ways of working

Augmented reality technology should enable levels of digital collaboration never reached before while making work even more fun. Current working methods will have to be reviewed and updated, and new skills will be necessary to maintain team productivity and communication in a context of mixed realities.

The use of augmented reality hardware or software in the work environment remains fairly low in 2018, but the interest in its potential applications is high. According to experts, these technologies will affect our daily lives in different ways. It seems that many brands, companies and institutions are now starting to hire augmented reality developers and designers to explore the power of augmented reality and wearables (portable connected objects) to create personalized experiences.

The more wearable , accepting implants or ingesting intelligent media, the more data will be collected about us. But with the recent implementation of the GDPR in Europe and many other initiatives around the world, the question of how this information is processed, stored and stored is a priority for most individuals and businesses.

Recent innovations in augmented reality

The next generation of augmented technology will add virtual reality to our work universe, with the ability to switch from one reality to another, or even combine them. As we evolve, we move from the use of discrete technologies, which simply enrich reality, to total immersion in a virtual world. We are hearing more and more about a “mixed reality”, in which consumers and professionals alike can comfortably interact with digital objects in physical spaces.

Democratization of augmented reality

Apple's ARKit platform is one of the most obvious recent examples of how augmented reality is becoming accessible and ubiquitous. It allows expert developers as well as occasional users to create augmented reality applications for iOS devices. Announced in August 2017, this software suite heralds a new era for developers and many advances, but also new skills to acquire for the job market.

Consumers should quickly get used to using augmented reality to enrich their experience of a product or service. Augmented reality features will no doubt be added to the next generation of smart devices that consumers are already used to, saving them from investing in expensive and unfamiliar equipment.


In 2017, M & Ms transformed Times Square in New York into an augmented reality gaming experience for the launch of a variation of one of its products. By downloading the Blippar application, users could access the "Arcade" which transformed the famous square's billboards into interactive digital games. The use of augmented reality by brands and advertisers has huge implications for advertising space and could very well become part of the marketing toolbox.

Super soldiers

On the other hand, the American army offers its soldiers the possibility of improving their situational knowledge thanks to "tactical augmented reality". Based on the position of each soldier, this wireless eyepiece is connected to a tablet that soldiers wear on their belts and connected to an optical sight mounted on their weapon. When they look through the lens, they can see valuable data such as distance from the target and thermal signals.


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