The race to augmented reality innovation
How techies tackle AR
- Facebook: At F8 in April 2017, Mark Zuckerberg jumped ahead of the pack, declaring, “We’re going to make the camera the first mainstream AR platform.” Facebook’s opening gambit, Camera Effects, an open platform where developers can build features for the cameras living inside Facebook, Instagram, Messenger, and WhatsApp, would allow Facebook’s users to share AR content. Zuckerberg also envisions three types of future AR experiences: Objects augmented with information, like putting a restaurant’s reviews on its storefront; virtual objects layered onto reality, like turning a tabletop into a chessboard; and objects enhanced with effects, like adding a castle turret onto your house.
- Apple: In June 2017, Apple entered the fray with ARKit, which can move digital objects around in real space. Users can watch changing effects through the camera lens. Apple estimates that 200 million existing phones can run ARKit apps. They even teamed up with Ikea to help shoppers judge how virtual furniture will fit in their apartment, as well as examine the texture and see how light and shadows affect the colors.
- Google: ARCore, the Android equivalent to ARKit, announced in August 2017, allows you to hold an AR creation in the palm of your hand. At least 100 million users can run ARCore today. ARCore can display an electric sports car in your living room - virtually. Choose features, explore under the hood in x-ray mode, then slide into the driver’s seat and take the car for a virtual spin.
Bring AR to marketing
As marketers and advertisers, we are all telling stories. AR gives you a more immersive platform to tell a story, directing people to deeper content, game-like features, and bringing the consumers into the experience.
Discuss AR around the water cooler
Machine learning and augmented reality will likely take . . . educational approaches to the next level by empowering workers to have the latest, most accurate information available in context, when and where they need it most.