Updated: Jul 23
What you’ll need to know about augmented reality, and how it’s disrupting all industries.
Starting with the Basics: What is AR?
As various industries are revolutionizing their approach to digital storytelling through extended reality, it’s important to note that the world of XR: AR, MR, VR is still inching its way towards the mainstream. In order to anticipate some of the changes happening in the horizon, let’s start by breaking down some of the basics.
Extended Reality (XR) is the overarching term that is used to describe human and computer-generated graphics, objects, or environments. Under the umbrella of computer-altered reality, its forms include Augmented Reality (AR), Mixed Reality (MR), and Virtual Reality (VR). For the purpose of this post, we will focus on defining AR.
AR or Augmented Reality is an interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer-generated perceptual information, sometimes across multiple sensory modalities.
In short, items in the real world are brought to life using tools offered in the digital world through visuals, sound, and other special effects.
AR acts as the window to the multiverse by adding digital content onto a live camera feed. Its technology uses a camera’s depth-sensing abilities along with registration tools, computer vision, and appropriate output devices in order to capture the desired effect.
Augmented reality is particularly beneficial to the way individuals will exchange with visual storytelling, which is why it’s so useful for marketing.
How has AR been used?
Even though the beginnings of AR dates back to the 1990s, major advancements have already been made. In conjunction with the mainstream usage of smartphones and social media platforms, incorporating AR in multimedia platforms has never been more accessible.
From art, navigation, healthcare, sports, education, and more, AR offers solutions that allow businesses and organizations to demonstrate their products and services through visual displays. A report conducted by Grand View Research states that AR market annual growth has been expected to expand at a compound annual growth rate of 43.8% from 2021 to 2028.
Given the disruption of a pandemic, the already growing user base in the AR market doesn’t seem to wane anytime soon. According to Goldman Sachs, both virtual and augmented reality is projected to be a $80 billion market by 2025. With both user and industry demand, more organizations will continue to adopt AR marketing strategies into existing business models.
Regardless of utility, what AR ultimately empowers is building a narrative. The unlocked potential for artists, among other creators will grow as we begin evolving into a varied traditional-digital economy. Modern and Art House bring artworks to life through augmented reality, revealing the stories, meanings and information "beneath the brushstrokes."
Grounded in an honest, curious and deliberate approach, the artwork on Modern will involve a multi-layered experience. With the proprietary Art House technology, artists overlay their artworks with unlimited layers of precisely mapped digital content, all without an app. Collectors will soon be able to live with art that lives with them, at least digitally.