How marketers are wooing consumers with augmented reality

Many organizations are using the technology to give people a glimpse into the future—or, for museums and such, the past—to inform and to guide purchasing decisions. Is yours?

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In consumers’ eyes, augmented reality (AR) is the touchstone for innovation.

So finds a survey commissioned by Diffusion.

About one-fourth (26%) of consumers said AR led them to think a brand was technically savvy, higher than artificial intelligence (19%), facial recognition (18%), chatbots (6%) and cryptocurrency (4%), Mobile Marketer reported. In addition, 44% of consumers want AR to improve shopping experiences by portraying products in real-life settings.

By superimposing computer-generated images onto smartphone cameras or other screens, AR blends physical and digital worlds and allows users to shape their experiences, unlike virtual reality, which is entirely digital.

Pokémon Go offered an early popular example of AR, but consumers now want brands to apply AR to more practical applications, such as showing what furniture looks like in their home or how clothing or makeup would look on them.

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