As present-day technology is all set for a revolutionary shift, the announcement about Metaverse triggered intense debates about the prospects of Augmented Reality. While some argue that this shift could be detrimental to reality, a few others predict how AR leads to a new interpretation of our daily life experiences.
Not long ago, people debated about the abrupt death of AR. Here we are today, with experts and technologists disagreeing about the gradual slowdown of AR. Whether redefining the social shop experiences, giving rise to the creator economy, or keeping us on toes for Metaverse transformation, mobile AR is laying the ground for more exciting and surreal modes of interaction.
Mobile AR is already an indispensable part of our lives. We are already surrounded by enough AR, from unimaginably realistic pictures of products to unbelievably beautiful camera filters on Social media. If you feel these are just limited versions, apps like Google Maps, Uber, IKEA, and L'Oreal makeup app digitizes real-world experiences, in case you haven’t noticed it yet.
Even as AR is inseparably interwoven into human lives, experts feel that the economic, technological, and sociological gap provides more opportunities for AR innovation and further development. As pessimists decry AR hinting at the short-lived hype of Pokemon Go, the predicted growth of the AR market presents a different story.
At the Dawn of Facebook (Meta)verse
Augmented Reality, Virtual Reality, and Metaverse are advanced technologies aiming to naturally integrate the physical and virtual worlds. These media technologies attempt to simulate sounds, sights, emotions, and even senses in the virtual world to alter the perception of reality in the physical world. This transformation diminishes the thin line between the virtual and physical world and seamlessly integrates both experiences for humans.
All human activity and life can be authentically replicated in the augmented world. People, objects, activities, places, animals, and literally everything can be simulated in the augmented world. Although it is a combination of both physical and virtual worlds, it is convincing enough to change the human perception of the virtual world.
To a layperson, all this might seem like straight-out-of Hollywood fiction, but Metaverse could be the reality in the future. Advancements in communication and mobility have already brought people closer, and daily interactions are simplified due to increased digitization. Now, talking to a friend living on a different continent is as easy as dialing a number on your phone.
Metaverse could make attending events more possible or even attending multiple events simultaneously. Instead of logging into your Skype now, you have to put on your AR glasses to jump into a virtual environment to virtually hang out with your friends living apart. The current AR is limited chiefly to gaming, shopping, and media. But in the future, AR could be applied to anything and everything – home, weekend beach party, remote workstation, mountain trekking, and even concerts.
There is no universally acknowledged definition as of now for Metaverse. Also, the pathway to the augmented world is not yet laid, and everything is still in ideating and development phase. Yet, the idea is pretty clear as to how the augmented world is envisioned. Thanks to high-budget sci-fi films!
The lack of AR in various aspects of life is deeply felt amid the pandemic as basic day-to-day activities have come to an abrupt halt. As the world for consumers was shut down, consumption of digital media skyrocketed. More and more people hopped onto the digital bandwagon resulting in considerable developments in AR social commerce. According to studies, out of 1.5 billion AR users, 100 million use AR for shopping.
The pandemic has evidenced AR creeping into various facets of digital life, especially in shopping, commerce, and retail. From try-before-you-buy to previewing products like luxury Gucci bags, Lenskart glasses, and IKEA furniture, AR is almost omnipresent in the e-commerce world, especially on social media. AR has already become an essential and unavoidable technology for e-commerce and retailers.
When conventional marketing is perceived to be dead, AR has given new wings to marketing endeavors in the physical world. Extreme events motivate path-breaking solutions. The COVID-19 pandemic has given an enormous impetus for specific fields; technology is undoubtedly one of them. It has transformed even the most traditional businesses like Smartify. People would have never imagined interacting with artwork in real-time. Smartify was indeed an unexpected player employing AR tactics to enhance user experience.
Providing instant and real-time information to users is one sure way to increase customer retention as the world has grown more appreciation for technology than art. It is a gift long-promised for art lovers. With over 2.5 million art pieces, the Smartify app identifies the artwork in the physical work and provides relevant information through their mobile devices. The entity is planning to invest more to find out new-age commerce solutions.
Realized AR and Metaverse could make the unimaginable and impossible happen. From hybrid workstations to 3D versions of people, everything is possible in Metaverse. Like Google Lens allow image-based searching and shopping, Metaverse could make real-time shopping and access to stores miles away possible. Google has recently launched AR tools for beauty lovers to try cosmetics on them before buying. Metaverse could further enhance the shoppers' experience to try outfits and accessories on their 3D versions.
You no longer have to wait for the person on the other side of the screen to answer your call, and Metaverse enables you to just pop into the air in front of them. That doesn't mean violation of privacy, too, because the mastermind behind Metaverse promises privacy and user security as the priority and initial building factors for Metaverse.
The pandemic has made remote work culture mandatory, but Metaverse could stabilize this culture by simplifying remote working processes. It is easier to access employees and streamline the work procedures in the Metaverse world. A virtual workstation will reduce a lot of time wasted in commuting, and the time thus saved can further add immense value to efforts being made against climate change.
Besides reducing regular commuting activities, Metaverse could provide the opportunity for companies and organizations to operate from where they are. Companies may no longer need to erect huge buildings in multiple places. A single or multiple Metaverse work stations could make the work possible with the same efficiency and productivity with decreased operating costs.
Have you ever imagined yourself in a Simpsons game? What if Metaverse makes it possible for humans? You can jump in to join your friend's pool party right after your office meeting through Metaverse. Would you instead attend a family get-together or your bae's birthday party? What if I say you can be in two places simultaneously? Exciting and twice as happening life, isn't it? Metaverse makes it possible.
Metaverse doesn't just alter social media marketing; instead redefines conventional marketing. Like IKEA, BMW too built an AR-based tool to enable users to explore and experience the car from their current location. It has been rolled out in Malaysia alone but was an instant success. This AR experience allows users to place the vehicle in any area for a live experience with just a finger-tap. Numerous brands have started implementing strategic AR solutions to enhance customer experience.
Have you been mesmerized by the recent social charity donation billboard marketing campaign by Misereor? It was a unique way to encourage people to swipe their cards for a noble cause. One more thanks to AR for entertaining people while they swipe away their cash.
Marketing is no longer about promoting, advertising, or selling products; and it is more about entertaining and educating. The more you do it, the more you are gaining the attention and trust of your future customer. Coca-Cola successfully implemented a VR marketing campaign in Zurich during the Fifa World Cup. The giant VR screen arranged in a train station would enable passers-by to see themselves on the screen besides famous soccer players, and they could play and compete with the champions in their mini-tournament. That's another cool way to engage your audience in what we call a blend of physical and virtual world (or Metaverse world)?
