Introduction to AR and VR
The world of augmented reality (AR) and virtual reality (VR) is rapidly evolving, with latest technologies and innovations emerging daily. Recently, a roundtable event was held with marketing leaders within the AR and VR spaces to debate their hopes and expectations for the long run of those technologies.
Moving Away from PR Stunts
According to Bradley Stacey, technology strategist at Bray Leino, the main focus should shift from first-market PR stunts to real-world use cases that provide entertainment or utility. He believes that this can help defeat skepticism around these technologies and showcase their exciting potential. Stacey is smitten by using AR to boost the physical world, making it more playful and interactive.
Breaking Down Barriers
Amy Blackman, thought partner at Spiro, hopes that AR and VR will help break down substantial barriers, corresponding to virtualizing events and making them more accessible to people from diverse backgrounds. However, she also warns in regards to the potential risks of making a homogenized environment where people feel pressured to adapt to certain standards. Blackman emphasizes the importance of being oneself and interesting with the technology in a way that feels authentic.
Intersection of Technology and Inclusion
Blackman also highlights the intersection of technology, inclusion, and representation, citing the instance of facial recognition and racial profiling. She believes that AR and VR could be used to advertise disability inclusion and create more human experiences. By leveraging these technologies, we will make experiences more accessible and enjoyable for everybody.
Creating Unique Experiences
Austin Bennett, director of creative technology at Momentum Worldwide, is worked up about creating unique and mind-blowing experiences with AR and VR. He is especially considering capture volumes, which permit for the recording of objects and events in 3D space. Bennett envisions bringing virtual experiences to people in real life, creating miniature experiences that could be enjoyed without specialized devices.
Technological Advances
Mark Mitchell, founding partner of Lively Agency, points to the many technological advances in the sphere, including 5G, inputs, mobile browsers, and AR experiences. He believes that these advancements will enable latest and progressive applications, corresponding to distant surgery with VR headsets. Mitchell also mentions the potential of brain-machine interface tech, like Neuralink, which could extend reality and create latest possibilities.
Unlocking Creativity
Zara Kerwood, creative technology director at George P. Johnson UK, sees AR and VR as a springboard to creativity, allowing for richer, deeper, and more shared experiences. She emphasizes the importance of storytelling on this space and believes that the tools emerging will enable brands to create stories in latest and progressive ways. Kerwood advises brands to stay curious and open to the probabilities of those technologies.
Conclusion
The way forward for AR and VR is exciting and stuffed with possibilities. As these technologies proceed to evolve, we will expect to see latest and progressive applications that may change the way in which we experience and interact with the world. By specializing in real-world use cases, promoting inclusion and representation, and unlocking creativity, we will harness the total potential of AR and VR and create a more immersive and interesting world for everybody.
