Philipp A. Rauschnabel
"Consumers will operate in a reality that is consistently enriched with virtual content, and marketers need to find ways to integrate these new realities into their marketing strategies."
Augmented reality (AR) is an experience that enhances a real world view of your surroundings with computer graphics or virtual objects. Augmented reality can be experienced by using a smartphone camera and sensors to overlay virtual content on a real world view. AR has the potential to make all the world a stage for immersive experiences. Imagine everyday objects coming to life to tell their digital story or provide you with more information in real time.
Augmented reality can be fun and exciting to use, however, its application can go beyond the domains of games and entertainment and add value in areas such as medicine, architecture, business, tourism, education and more.