Augmented reality – or just “AR” for short – is an enhanced version of the real world achieved by using digital technologies. In 1996, the NHL All-Star game debuted the first widely adopted use of the technology to mixed reviews. Twenty-five years later, AR has grown into its original promise.
Several new developments are unlocking a change in how – and how often – AR is used: increased adoption of 5G, shifts in advertising tracking standards, and blurred online and offline retail environments. The heightened sophistication, access and utility of AR technology have boosted marketers’ investments in the space. Consumers are still asking for more.