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Chinese search giant Baidu is trying to further entrench itself on the earth of augmented reality, announcing today that it’s establishing an AR lab to research and construct experiences that more tightly integrate the digital experiences now we have on our devices with the world around us.
The institution is the fourth such lab to be established under the Baidu Research division, joining the corporate’s Big Data Lab, Silicon Valley Lab and the Institute of Deep Learning, which the AR Lab is spinning out from. In September, the corporate unveiled a $200 million enterprise fund focused on making investments in corporations specializing in artificial intelligence and augmented reality.
The company launched its AR platform “DuSee” in August allowing users to view AR animations overlaid on real world environments. Since the platform was launched, Baidu has worked with corporations like L’Oreal China, Lancôme and Mercedes-Benz to create customized AR experiences contained in the search company’s central app.
Baidu is already shipping AR experiences inside Mobile Baidu, Baidu Maps and its local services app, Baidu Nuomi. The AR features are growing increasingly visible to the greater than 1 billion monthly users of those supported apps. In the Mobile Baidu app, as an example, when a user enters a search query, AR effects related to the keywords will appear onscreen.
While many corporations within the augmented reality space are focusing their efforts on head-mounted systems like Microsoft’s HoloLens, Baidu is focusing solely on smartphone-based AR, something that makes a variety of sense given how far a lot of these smart glasses solutions seem from achieving mainstream adoption.
Google launched its Tango smartphone AR system this past November, which equips select handsets with camera setups that allow detailed depth sensitivity which accurately survey user environments and produce overlays which are mapped to real world surfaces. Right now Baidu is specializing in grabbing the larger piece of the pie and is constructing their system to work with standard smartphone cameras, producing less impressive animations but ones which are ultimately more accessible.
“AR allows us to synthesize the virtual world with the true world, and can transform how all of us perceive our surroundings.” said Zhongqin Wu, who’s heading up the brand new lab. “We’ve already seen rapid growth in AR marketing, and expect other industries to follow.”
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