What is Augmented Reality? Main keys.

In a world where connection and instantaneous information are key, the Augmented Reality provides a bridge between physical space and digital data The new technology, providing both companies and users with a more intuitive and effective way of interacting with technology. Augmented Reality (AR) is transforming the digital landscape with its ability to overlay information on top of the physical world in real time. This technology combines virtual elements with the real environment. Offering immersive and interactive experiences that go beyond the conventional . From enhancing the retail shopping experience to revolutionizing learning and training methods, AR is redefining everyday interactions and opening doors to endless possibilities across multiple industries. In this article, we will analyze in detail the key points of Augmented Reality Ready to learn more about its main applications in different sectors and the advantages it offers companies?

Augmented Reality is the technology that combines the real world with the digital world by superimposing virtual elements on the reality itself . Thanks to this immersive technology, the real and virtual environments intermingle, creating interactive experiences accessible from several devices at the same time: from cell phones and tablets to Augmented Reality glasses. Augmented Reality is just one of the immersive solutions within the framework of the Extended Reality . A series of technologies to which also belong the Virtual Reality y la Mixed Reality . Their origins and software are different, but their goal is similar: to eliminate the barriers between the real and the virtual. While Augmented Reality superimposes digital elements showing the real world at the same time, the Virtual Reality immerses users in fully artificial immersive environments . On the other hand, the Mixed Reality and specific technologies such as the Spatial Computing seek to go a step further in this interaction between the physical and the virtual. Introducing in a much more natural way, virtual elements in the real world and/or real elements in the virtual world. You may be interested in → Mixed Reality: Definition, characteristics and examples

This technology is undoubtedly one of the most widespread among companies today. But how does it work? Augmented Reality is based on the superimposing digital elements such as images, videos or data on the real world all through devices such as smartphones, tablets or specialized glasses. It uses cameras and sensors to capture the environment, processes the information and allows virtual objects to be located in real space. Either through visual markers such as QRs, through geolocation or holographic projections. In this way, Augmented Reality enriches the user's perception of the environment, allowing for interact with layers of digital information that appear integrated in their field of vision.

Augmented Reality provides companies with innovative tools for their digital transformation improving both the internal operations as well as interaction with customers . From marketing and sales to industrial production and professional trainings, AR experiences provide great benefits for companies. These are the main ones Augmented Reality applications in different sectors:

1. Aplicaciones en el sector educativo

The Augmented Reality in education offers the possibility of approach the real world from new perspectives The new system provides an environment full of information that adds value to the training activities. Instead of viewing simple images on the projectors, you can show three-dimensional models of outer space, geometric figures, parts of the body, historical moments or even the seabed, as if they were in the same classroom through Augmented Reality devices. Empowering the creativity, motivation and curiosity of children and not so young children. Encouraging these digital natives to continuous discovery and to wonder what's behind, demonstrating that play and technology are a great means for learning.

2. Applications in the business sector and Industry 4.0.

Now that you know what Augmented Reality is, it is very relevant to know that within the processes of industrial companies it represents a revolution in the control, training and efficiency of the increasingly complex production processes. . Thanks to this immersive technology and its marriage with the latest Internet of Things (IoT) innovations, machines and operators are interconnected, moving from simply operating the machine to being able to communicate with it. A fact that helps in routine inspection tasks, in remote assistance and in the possibility of showing operators interactive instructions and warnings on the machinery itself (notifications, hazards, etc). In addition, Augmented Reality also has a great potential for the presentation of three-dimensional models of parts and prototypes from all angles and in the exact place where your final version will be, reducing to the maximum the margin of error when assembling and using them. Read more about the impact of technology on the industrial sector, at What is Industry 4.0 and what are its main characteristics? .

3. Applications in the retail sector

With Augmented Reality, the retail shopping experience reaches new heights. levels of digitization through hybridization for the phygital experiences. Offering in the same physical space additional information on the products (availability, price, colors, reviews from other users, tutorials on their use and assembly and even the possibility of placing orders instantly) with the superimposition of digital elements visible through cell phones or Augmented Reality glasses. A series of innovations that optimize resources, reduce time and strengthen brand-customer relationships . A major breakthrough also for e-commerce, offering the possibility of virtually try on garments or integrate into our homes the products we are going to buy thanks to their 3D models visible through this immersive technology.

4. Applications of augmented reality in marketing and advertising

Con el desarrollo de campañas basadas en la Realidad Aumentada, el marketing, la comunicación y la publicidad entran en una nueva dimensión. Al poder no solo revalorizar las estrategias de marketing digital, sino también enlazarlas con las del marketing experiencial. Transformando las acciones más presenciales y estáticas en experiencias rompedoras, divertidas, que llamen la atención y que atraigan al público objetivo a la marca. Ofreciendo, por ejemplo, una segunda capa digital para la publicidad exterior totalmente adaptada a los intereses del usuario. El uso de esta tecnología inmersiva también mejora las métricas más esenciales de las campañas de marketing, tales como la retención, la permanencia y el engagement, aumentando al mismo tiempo la interacción y personalización con el desarrollo más inmersivo del storytelling de la marca. Una de las últimas campañas de marketing que han basado su estrategia publicitaria en la Realidad Aumentada pertenece a la conocida marca Lacasitos. En el interior de sus famosos tubos se escondían unos divertidos personajes que cobraban vida en el mundo real a través de su App AR para niños.  

Augmented Reality Experience developed for Movistar by Imascono

5. Applications in the tourism sector

Undoubtedly one of the sectors that can benefit the most from the Augmented Reality specifically for the tourism, hospitality and cultural sector where the combination of this technology with geolocation systems and the increasingly efficient 5G connections offers the opportunity to to expand on-site information for tourists while touring any tourist area, whether indoors or outdoors. Thus, Augmented Reality has become an important virtual guide always accessible and up to date . Not only of the places that the tourist should know of the area, but also of the basic services such as pharmacies, ATMs or restaurants that are available. A more pleasant and didactic way of making the visits to museums or natural sites The user is shown details that would otherwise go unnoticed.

6. Aplicaciones en el sector del entretenimiento

The new era of entertainment and digital leisure is not only about substituting virtual for face-to-face. It is also about completely revolutionize the actual experience . Thus, thanks to Augmented Reality, the user has more control and information about the show he is watching live. They can choose new angles from which to enjoy the event, see all kinds of additional information superimposed as notifications and even enjoy a much more immersive show by being able to add special effects and animated characters as if they were really there. A new range of entertainment possibilities for example, transforming the pedestrians of Plaza Callao into the protagonists of the Star Wars saga or to the moviegoers at Kinepolis Cinemas in new characters of Thor Ragnarok completely changing the on-site promotion of series and movies.

7. Aplicaciones en el sector sanitario

The new tools offered by Augmented Reality technologies represent a new challenge for the revolution in the healthcare sector . Thanks to AR experiences, healthcare professionals can access valuable information instantly, keeping their hands free to perform any technique. Not only that, the operating professional can be in contact with other professionals during the intervention, sending images and videos in real time while they can give indications, superimposing them on the real image. A training level, Augmented Reality allows to see in three dimensions models of the different parts of the body, facilitating its study and learning, providing additional information. A technology that also represents a new impetus for telecare and medical consultations based on Artificial Intelligence . Additional information is also available on antibiotic treatments and other medications, with interactive instructions that facilitate their correct use. Find out more about technology in the healthcare sector at Virtual Reality and medicine: applications in the healthcare sector .

Imagen de Arte Conectado, un proyecto de Realidad Aumentada con Avatares para el Ayuntamiento de Zaragoza

Knowing the applications of Augmented Reality we see how it is revolutionizing the way we access and interact with the digital world, by superimposing information on the real world, increasing - never better said - our capabilities. Next, let's review the 4 most important advantages of incorporating Augmented Reality technology.

Accessible and multi-device:

To take advantage of the benefits of Augmented Reality in our daily lives, you simply need a smart device with a camera and network connection, such as a tablet, cell phone or AR glasses. In addition, this technology has an easy and simple implementation today thanks to its great accessibility from these different devices, many of them widely used by users.

Low cost and great potential for adaptation:

Among the Extended Reality technologies, Augmented Reality is by far the lowest cost, as it does not require devices with a high immersive capacity for its proper functioning. Moreover, by keeping users in the real world, they recognize the space, appreciate its familiarity and intuitively take advantage of all the digital elements that enrich reality.

Gamification and personalization:

The development of technological solutions based on Augmented Reality not only allows us to introduce elements of video games to the business, industrial and educational environment. In addition, thanks to Augmented Reality we can enrich our audiovisual experience, as well as communication, both between the machine-operator and between the company-customer, with the development of unique and customized experiences that encourage interaction and interest of users.

New communication channel:

Just as the Internet and the expansion of Social Networks did in their day, Augmented Reality is revolutionizing communication, marketing and the digital presence of both companies and users. Thus becoming a new way of interaction between both. With the difference that this superimposition of digital elements on the real world makes the company/user dialogue much more attractive, immersive and dynamic.

Filtro de realidad aumentada

In addition to the success stories of Lacasitos, Marvel and Star Wars that we have seen throughout the article, it is interesting to learn about others. examples of Augmented Reality usage that can help to see the transformative potential of this technology in different sectors.

• Un caso de éxito de la introducción de la Realidad Aumentada en las aulas lo encontramos en Chromville, una app de aprendizaje creativo basada en láminas coloreables cuyos personajes cobran vida a través de las pantallas y juegos educativos.

• Entre los usos que las empresas del sector retail ya están dando a la Realidad Aumentada encontramos los puntos de información y photocalls interactivos que gamifican la visita de los usuarios en La Torre Outlet, el centro comercial más digitalizado de España.

• La Realidad Aumentada nos ayuda a ir más allá de los libros de historia, para ver con nuestros propios ojos el pasado e incluso el futuro. Como en la experiencia AR de Ibercaja Xplora. Una webApp interactiva que permite a los visitantes viajar a tres épocas diferentes para conocer el pasado y futuro de la ciudad.

• A nivel smart cities, uno de los ejemplos más recientes del uso de la Realidad Aumentada en las ciudades lo encontramos en el proyecto  Arte Conectado de Paseos Comerciales de Zaragoza. Donde a través del arte urbano y las experiencias AR, los vecinos y turistas pueden disfrutar del paseo por los diferentes barrios de la ciudad con sorprendentes graffitis que cobran vida a su alrededor.

As we have seen, the Augmented Reality is one of the key technologies at the present time, both at the customer experience In terms of professional training and in-house training, this technology transforms the interaction between users and machines. Facilitating access to information and content, creating new interactive experiences and opening the doors between the real world and the virtual world. At Imascono we are Augmented Reality experts since the company's inception in 2011. Since then, we have been leading the evolution of this technology, leveraging our know-how and experience in a multitude of sectors to digitally transform the business model and training of our clients. That is why we invite you to learn more about our Augmented Reality service for businesses . Our team of engineers and designers will be pleased to meet your objectives and needs. Would you like to develop an Augmented Reality project? ¡ Contact with us !