What is Augmented Reality?

A close cousin to VR, Augmented Reality sits on top of our senses to strengthen how we perceive the world around us. Historically, it’s also a tool that’s received less acclaim than its virtual precursor but this is something we can expect to change shortly. Thanks to a number of successful implementations, many organizations and industries are coming round to AR. This begs the questions, what is Augmented Reality and how is it set to change how we see the world in 2022?

Defining Augmented Reality

First, its important that we define just what augmented reality is and how it deviates from VR, as although these two tools come together to enable Extended Reality, how they do so, differs slightly.

In short, Augmented reality describes any interactive experience which superimposes computer-generated imagery over the real world environment. Experiences in AR can work across multiple sensory modalities which includes visual, auditory, haptic, somatosensory and olfactory. Unlike Virtual Reality, AR doesn’t require a headset to deliver the experience – though this is possible. Instead, AR is available for the majority of commercially available devices such as tablets, laptops and mobile phones.

The History of Augmented Reality

According to industry estimates, the global AR market is expected to grow at a compound annual growth rate of 43.8% between 2021 and 2028. Despite the fact that the market could foreseeably reach $340.16 billion by 2028, there are still many who’ve yet to invest in AR. It seems that thanks to the broader excitement surrounding VR, AR has yet to truly hit the mainstream but although its history doesn’t reach back quite as far as VR though augmented reality has been around for longer than many might think.

‘History of Augmented Reality’: G2

The first iteration of augmented reality began with Ivan Sutherland’s head-mounted display. Developed at Harvard University in 1968, this is where AR began its journey. Further progress was made in the space leading up the to the 21^st century. Not only was the term ‘Augmented Reality’ popularized during the nineties but it also began to be put to commercial use.

Since the early 2000’s, AR has been subject to substantial iteration and redesign. However, it’s over the course of the last decade that apps and wearables have started to change our lives in the day-to-day. Smart glasses, headsets and holographic displays have all become the norm in recent years, but how have we begun to make use of them?

Augmented Reality Use Cases

Thanks to its accessibility and practicality, augmented reality has already been put to substantial use both inside and outside of the business world.

• Entertainment: Perhaps the best known implementation of Augmented Reality in recent memory was Nintendo’s Pokémon Go. With around 65 million users at its height, the app played a significant part in the popularization of AR. Unlike VR, AR can be enjoyed via handsets which is why we can expect experiences to become increasingly common.
• Education: Augmented reality represents a powerful opportunity for learning both inside and outside of the classroom. Allowing students or teachers to quickly overlay information of any kind into the world will make for more memorable experiences. Augmented learning experiences include exploration of the universe via SkyView, whilst the Froggipedia app allows students to explore the organs of a frog without the mess.
• Business: Similar to its virtual counterpart, augmented reality technologies have numerous practical applications across industries. For example, in healthcare, medical students are using the Microsoft HoloLens to learn about the body in new ways. In retail, providers like Nike are giving customers new ways to try on clothes without entering stores. Finally, in the energy sector the safety of workers has improved thanks to visual clues and indicators.

Advantages of AR

There are several advantages inherent to Augmented Reality, chief of which are ease, engagement and price.

• Ease: As we discussed above, the barrier to entry for augmented experiences is far lower than VR. All you need is a phone and a stable connection and you’re ready to go. If you want to reach more people and quickly, augmented reality could prove the most efficient solution for this reason.
• Engagement & Interaction: Used independently or alongside virtual reality technologies, AR can help us to create unique customer experiences that start conversations and that deliver great value than simply being advertised to.
• Price: Due to the fact that no additional media needs to be purchased, AR is an inexpensive alternative to other media platforms. Additionally, well-implemented AR platforms naturally convey innovation and responsiveness – this could be a powerful way to reach new customers and increase market share.

Disadvantages of AR

Though there are many practical uses for AR, it isn’t without issues that need to be ironed out.

• Privacy & Security: Given that AR demands the collection and analysis of large sets of user data, there will naturally be concerns about how this data is used and shared. Organizations looking to invest in AR must be prepared to answer all questions surrounding this issue.
• Distraction: For the safety of workers we need to make sure that the information displayed in AR is useful but not distractingly so. For those in construction or on off-shore oil rigs where any distraction could prove fatal, this will be particularly pertinent.
• Addiction: Research from physicians and psychologists has concluded that some find it difficult to detach from AR. Thanks to updates and the gamification of everyday information, there are many who find AR more addictive than useful.

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