As I sat down before the Augmented Reality session began at last week’s Retail Innovation & Marketing Conference, one problematic thought was running through my head:
I have no idea what this is.
Apparently I wasn’t alone. During his session, RichRelevance’s David Selinger began by discussing what Augmented Reality is (and what it isn’t), how it works (and when it bombs), and then walked attendees through several great examples of augmented reality in action.
In its essence, Selinger defined Augmented Reality using an Arthur C. Clarke quote: “Sufficiently advanced technology is indistinguishable from magic.” And today’s generation, Selinger said, “is growing up in magic.”
Take a look at some of the great examples Selinger highlighted of Augmented Reality below. These concepts, which are very real, would have been considered magic when you were a kid. To some of us, they look like magic even today.
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This was one of my favorite sessions at the conference and the potential for augmented reality is limitless and truly exciting. Describing it as magic seems appropriate since the entire time I felt like I was watching a Harry Potter novel or movie come to life. Most importantly, the examples shown still take usability into account which will be critical for success and one of the reasons that previous attempts have failed.
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