5 Best Augmented Reality Use Cases

5 Best Augmented Reality Use Cases

Augmented reality (AR) is rapidly transforming how businesses operate. This technology overlays digital information onto the real world, impacting everything from sales and marketing to employee training. In this article, we delve into AR, explore its current applications, and consult industry experts to understand its future.

What is AR?

AR enhances reality by adding digital elements to the user’s real-world view. This encompasses adding sounds, visuals, or other sensory inputs to your perception. A widely recognized example of AR is the mobile game Pokémon Go, where players use their smartphones to find virtual characters overlaid onto their surroundings.

Finding a Pokémon in the AR+ mode of Pokémon Go.

Another common application of AR is in social media filters that modify users’ appearances or add effects to photos and videos. On the commercial side, AR is utilized by online opticians like Vision Express and EyeBuyDirect, which provide virtual try-on features using webcams to allow customers to see how glasses look on them.

AR vs. Virtual Reality

While AR enhances the existing reality by integrating digital elements, virtual reality (VR) creates an entirely virtual world. VR users interact with this world through devices isolating them from the real environment. Although VR has grabbed numerous headlines, researchers predict that the AR market will experience greater expansion over time.

FYI

Did you know virtual reality technology is changing manufacturing by streamlining inventory management and improving prototype design. VR is also highly effective in helping manufacturers plan factory layouts.

How Does AR Work?

AR technology blends computer vision, mapping, localization, and depth tracking to capture, analyze, and transmit data. This data forms the foundation for your augmented sensory experience. These features are critical to the technology:

• Depth Tracking: By employing the z-axis for depth representation, AR systems can accurately place digital overlays in three-dimensional spaces, similar to the way 3D movies produce depth perception. For example, a virtual chair placed in a room would accurately align with the walls and floor, appearing as if it exists in the real environment. Without this, AR applications such as industrial field services and 3D online shopping would be ineffective.
• Mapping: Mapping is crucial in helping AR identify and interact with real-world objects. You can use this technology on opticians’ websites, to see how AR glasses look on your face.

Tip

Smart helmets in the construction industry use AR to increase safety and productivity by warning workers about dangerous conditions and sending alerts when necessary.

How Businesses Are Using AR

AR is revolutionizing online advertising, marketing, and other sectors. Here are five key areas where businesses effectively implement AR:

1. Retail

AR offers retailers the ability to provide customers with a virtual try-before-you-buy experience. This increases customer satisfaction and loyalty. Accessible via smartphones or tablets, AR creates unique shopping environments both in-store and online. Notable examples include:

• Decathlon: This apparel retailer uses an AR shopping app, powered by Apple, which enables customers to visualize how products would look and fit before purchase.
• Best Buy: The Best Buy Envision app, designed for Apple Vision Pro, gives customers access to an immersive AR environment where they can interact with products and see them in a 3D space within their homes.
• Walmart: Walmart is also developing an Adaptive Retail platform. It seeks to hyper-personalize shopping experiences using AR, generative AI, and immersive content in-store and online.

Sam Neblett, a senior AR/VR software developer at Boeing, believes these retail projects are a natural next step, given the challenges of online shopping. “Photos can mislead people on size, color or features, which leads to returns,” Neblett explained. “[This technology] means organizations can now bring realistic 3D representations of products into the real world via AR. This gives consumers a more accurate idea of what they’re purchasing, reducing returns and keeping customers happier.”

Martin Balaam, CEO of Pimberly, views AR as a bridge between imagination and reality: “It’s one thing to see a pair of jeans; it’s a game-changer for customers to see exactly how this pair of jeans will appear on them and share that experience on social platforms.”

Balaam also highlights the social aspects of AR in retail: “This social-sharing element has the power to create viral moments, drive customer loyalty and bring brands closer to their audiences. Plus, this kind of interactivity fosters more confident purchasing decisions and offers a personalized shopping experience without visiting in person.”

Did You Know?

Businesses use AR in their mobile device marketing strategies to create a fun experience for prospects, compelling them to learn more about their products and interact with their brand.

2. Industry and Maintenance

AR is poised to significantly impact industrial settings, as well as repair and maintenance procedures. According to Matt Wyatt, vice president of Professional Services at TeamViewer, “AR in industry isn’t just about overlaying information; it creates an environment where remote experts see through the eyes of on-site technicians, annotating in real time while AI systems analyze problems and suggest solutions. This cuts downtime and streamlines problem-solving.” Notable examples include:

• TeamViewer: TeamViewer’s Frontline AR product implemented in Volvo distribution centers has improved picking quality by 25 percent and sped up fulfillment processes.
• Peterbilt: Faced with a shortage of skilled engineers, Peterbilt deployed a tablet-based AR tool that provided technicians with clear, step-by-step digital instructions overlaid onto physical components. Neblett explains, “In large-scale manufacturing, overlaying digital content and step-by-step instructions helps workers navigate complex assemblies, reducing errors and speeding up production,” Neblett explained. “When mistakes come with high costs, that efficiency is immensely valuable.”
• Solomon Technology Corporation: By merging computer vision with AR, firms like Solomon Technology Corporation are able to rapidly spot defects. This technology directly presents inspection data on physical components, helping operators quickly detect and categorize errors.

Emerging use cases in these sectors include:

• Visualizing future setups: Balaam anticipates this technology will assist employees and customers in planning and visualizing machinery installations before committing to large capital investments.
• Streamlining troubleshooting: With AR, on-site engineers can see relevant information in real-time, reducing troubleshooting time significantly.

AR can inform and guide a mobile workforce worldwide, improving safety and educating engineers on new technologies.

3. Design and Modeling

AR is employed in creating 3D models during the design phase for a wide range of items, from cars to industrial machinery. AR-enhanced product packaging is also gaining popularity by featuring videos, 3D models, audio, and linked text.

Here are some key examples:

• Spatial visualization: Interior designers use AR apps like Augment, allowing clients to preview furniture and décor in their potential environments. These AR apps are also useful tools for online stores.
• Product creation: Companies can build AR prototypes and test them instantly in a virtual environment, complete with real-world physics. This accelerates the design process, saving both time and money. Philips, incorporates this technology within its Hue app. Customers can see how light bulbs would look with different colors and brightness before purchase.
• Custom auto purchases: Many car manufacturers enable people to visualize cars with customized features like paint colors, wheel designs, and interior finishes in real-time.

FYI

The future of user experience design likely involves AI, AR and VR.

4. Training and Education

AR-based training provides more effective and immersive learning methods that often surpass traditional lectures. This approach leads to deeper understanding and quicker mastery.

According to Balaam, “The level of detail in many AR training models is difficult to replicate with legacy approaches. AR can simulate operating heavy machinery or performing safety drills, allowing workers to gain critical skills in a controlled, risk-free environment that closely mirrors real-world scenarios.” Recent examples include:

• XR Lab: West Suffolk College’s XR Lab in England utilizes VR, AR and mixed reality technologies for educational purposes. Its first AR application allows students to explore the human body.
• Royal Air Force: The Royal Air Force is testing AR-based training to increase the numbers of fighter pilots. In addition, this new training approach will dramatically reduce fuel expenses.

Neblett, an active member of the AREA, emphasized that AR-based training minimizes errors. An AREA study found that AR-based instruction:

• Reduced failure rates by approximately 70 percent
• Reduced rework time by nearly 80 percent
• Improved procedure speeds by over 40 percent compared to traditional, paper-based instruction

“The impact of the research and testing we supported is clear,” Neblett said. “AR increased the efficacy and speed of training for complex tasks.”

Bottom Line

Companies as diverse as Walmart and Chipotle use AR to give employees the knowledge and “hands-on” experience they need. This technology helps them invest in employee training without the risk of costly real-world mistakes.

5. Emerging AR Sectors

As AR technology advances, its integration into daily business routines within emerging sectors is expected

• AR in Luxury Marketing: Luxury brands are early adopters of AR as their client base is accustomed to immersive experiences. According to a Snapchat-Ipsos survey, over 60% of luxury shoppers want AR experiences online.

  • VIP experience: Trigger XR created an AR experience for VIP guests at the Miami Grand Prix for Mercedes-AMG using Apple Vision Pro.
  • Manchester United-Snapdragon project: Yim collaborated on an AR project related to Snapdragon’s sponsorship of Manchester United’s shirt and stadium.

• AR in Construction and Facilities Management:

  • Model Comparisons: Apps like Gamma AR allow construction teams to use phones or tablets to view the digital building model on the building site, spotting and fixing mistakes early.
  • New Layout Testing: AR helps facilities managers in completed buildings, visualizing new layouts.
  • Precision Installation: Engineers can use AR technology to reveal hidden pipes and wiring during installations.

• AR in healthcare: AR is also advancing medical practices. For example:

  • Atul Gupta, Philips’ chief medical officer, shared a video of a device using AR glasses to guide users step-by-step in operating a defibrillator.
  • AccuVein uses infrared light to locate veins.
  • Medivis combines AR with computer vision software to provide surgeons with 3D patient anatomy visuals.

Benefits of Using AR

AR is gaining traction in various industries because it:

• Improves user engagement: AR’s visual effects are impressive and attention-grabbing.
• Offers immersive learning: AR offers “hands-on” learning in a safe environment
• Increases conversion rates: Consumers and business decision-makers can test products.
• Enables cheaper development cycles: Virtual prototypes mirror real-world product functions.
• Provides remote access: Instructors can provide instructions even without being in the same location.
• Offers Personalized experiences: AR can be tailored to specific audiences or people.

Did You Know?

The past decade has seen an explosion in AR use cases as the technology has improved and been paired with complementary tech like virtual reality and generative AI.

The Future of AR in Business

AR’s economic impact is expected to grow. According to Precedence Research, the U.S. AR market is expected to reach approximately $723.34 billion by 2034.

Industry expert Eric Abbruzzese, research director at ABI Research, predicts several verticals will drive revenue: education, gaming, healthcare, industrial, and retail. He expects healthcare and industrial to lead in revenue, accounting for approximately 54 percent of the market.

• Apple Vision Pro: Many have been critical of the price of the Apple Vision Pro, which has dampened the initial enthusiasm for the device.
• Orion AR: Meta’s Orion AR glasses may have better success featuring more 3D TV glasses. The development of generative AI and computer vision provides help for Orion.

Commercially, the future of AR looks secure. The early response to the Orion glasses has been very positive considering its real benefits in cost, scalability and flexibility.