Augmented Reality (AR)
Technology that overlays digital content — images, data, or 3D objects — onto the real-world environment.
Definition
Augmented reality is a technology that superimposes computer-generated content — visual, auditory, or sensory — onto a user's view of the real world. Unlike virtual reality, which creates an entirely artificial environment, AR enhances the existing environment by adding digital layers of information or interactive elements.
AR is delivered through smartphones, tablets, smart glasses, and headsets. Applications range from simple social media filters and navigation overlays to complex industrial maintenance guides, architectural visualization, and interactive retail experiences.
Why It Matters
AR bridges the gap between digital content and physical experience. For marketing and events, AR creates interactive, memorable experiences that engage audiences in ways traditional media cannot. The technology is now mature enough for mainstream use, with billions of AR-capable devices already in consumers' hands.
For businesses, AR provides practical tools for training, visualization, and customer engagement. Seeing a product in your living room before buying it, following step-by-step repair instructions overlaid on equipment, or navigating a conference with AR wayfinding all deliver measurable value.
Examples in Practice
A furniture retailer's AR app lets customers place virtual furniture in their rooms using their phone camera, reducing return rates by 35% because buyers know exactly how products will look.
A conference uses AR-enabled name badges that display attendees' LinkedIn profiles, conversation topics, and mutual connections when scanned with a phone, supercharging networking.
A cosmetics brand creates an AR try-on experience that allows customers to virtually test 200 lipstick shades on their own face, increasing online conversion rates by 50%.