NFT’s (non-fungible tokens) give digital content a certificate of ownership. This makes content truly unique and in this way someone can take ownership of the source file. It would be a shame if that digital content is only on the computer, so augmented reality is a very good medium to make it visible and shareable. For example, for the launch of a new satellite the American Space Force has made all kinds of cool 3D assets from previous satellites and patches as NFT that can be viewed in AR.
AR is also a good way to immortalize video content as an NFT hologram. In this way you own a part of video content that you can view and share anywhere. Verizon, for example, has made a number of holograms of the e-sports Digitas women’s team for the real fans to pose with. The hologram app Jadu has made a number of NFTs of TikTok dances for Juneteenth, the day that celebrates the abolition of slavery, such as the Renegade, ‘The Git up’ and ‘Throw it back’. In order to honor and immortalize black art, but especially so that these creators can earn some money from it. Great initiative that can be found here on OpenSea.
AR as an industry is on the rise and that is why a lot of research is being done into the attitude towards and the wishes and needs of consumers regarding AR applications. Facebook IQ, the platform with insights for marketing strategies, has shared the report ‘AR/VR: New dimensions’ of connection with, among others, the following figures:
75% of business leaders expect to use AR or VR by 2023
78% of people say AR is a fun way to engage with brands
74% believe AR can bridge the gap between offline and online.
Mobile advertising platform Ericsson Emodo, together with webAR agency AirCards, has conducted research into AR ads, which shows that 74% of respondents believe that AR ads would attract their interest or attention more than normal ads. Snap also does a lot of research into AR and e-commerce from which the following insights have been gained:
Recently, Apple’s WWDC keynote (the latest software and hardware updates) was packed with AR news, of course. I summed it all up.
iOS15 will be released this fall with an update for Maps, among other things. You can scan buildings in an environment so that the app can provide better walking routes in AR. Like in Google Maps Live View
With Object Capture (a new api) you can turn 2D photos into a 3D object. So just like the well-known scan apps such as Scaniverse and Polycam. A big step for the democratization of AR content. Like the example of Qlone during the keynote and you can already try it yourself, provided you have the new OS running as beta, with the Photocatch app.
Apple is going all-in with Spatial Audio on many devices and services. Spatial audio in FaceTime so that the sound comes from where the person is in the group call. And also in tvOS and in the M1-powered Macs. It uses dynamic head tracking as you move around the room.
They go after Scan from Snap and Google Lens. The camera recognizes objects and scenes such as dogs or flowers. And ‘Live Text’ ensures that it recognizes text on objects and photos that you can then copy. Fun.
Many of the new features are also part of the update of their AR framework ARkit 5. So location anchors for London and more cities in the United States. Motion tracking improvements and support for face tracking in the ultra wide-angle camera on iPad Pro. And new anchors for app clip code. You can pin virtual content from an app clip or ARKit app to a printed or digital app clip code
Google has been ahead of Apple with their Google Lens. About 3 billion people now use Google Lens as a visual search engine every month, that really is a lot. Google launches 3 city walks for their new feature the Places filter. Walks that allow you to discover the culinary hotspots in Liverpool, most beautiful gardens in Bristol and romantic spots in London. Google has been adding 3D/AR content to their search results for a while and now IKEA is also participating with 200+ products. So you google the Billy and with one click it is also in your living room to try it out. This really works so seamlessly, this should drive a lot of conversion. Watch the video below by Barbara Martin Coppola (Chief Digital Officer at IKEA Retail).
The month of June is Pride month with the annual worldwide manifestation of LGBTQ+ communities. Yahoo developed a virtual drag show in webAR together with Ryot. But especially on Snapchat, the creators go wild. From various face Lenses where you can virtually dress up, honor the Stonewall demonstration and proudly wear the rainbow colors yourself. And of course those rainbow colors also do well in the world around us. The 3 World Lenses below are really cool with everything in rainbow colors and ribbons that shoot through the air. Watch the video from Snapchat Spectacles and try them out yourself.