How AR or Metaverse are the part of the web 3.0?
At its core, the at its heart augmented real-time (AR) along with metaverse at their core, augmented reality (AR) and metaverse are technologies in the field of media that seek to present information in a natural manner possible by seamlessly integrating virtual sights or sounds, as well as emotions into our understanding of the real world that surrounds us. This means that AR more than any other kind of media currently is able to alter our perception of reality and alter the way we view our everyday experiences. In an augmented universe just walking down the street could be a wild fusion of the real and virtual, which will be merged in such a way that the lines between them will disappear from our perceptions. Our world will be filled with people as well as objects, locations and other activities that do not exist, but they’ll appear authentic to us.
Some believed that AR had died. The tech experts of today aren’t so sure. It doesn’t matter if it’s changing the way we shop, driving the development of the economy of creation or moving us closer to the edges of the universe the mobile AR technology is helping to lay the foundation for new ways of interfacing with other people in. In The Drum’s exclusive Mobile Deep Dive in which we dive deep into the latest developments in mobile AR and explore the future.
In an article in the year 2016 New Yorker article, tech writer Om Malik quipped: “Augmented reality is the ‘boy who cried wolf’ of the post-internet world – it’s long been promised but has rarely been delivered in a satisfying way.” Malik then delved into the possibilities for the Niantic game Pokemon Go, which had been released at the end of July. The odds aren’t that Malik would have anticipated that the AR game on mobile would turn out to be the lightning rod of the future and attract approximately 232 million people.
Ten years later, it’s been a decade since Pokemon Go seems like a half-forgotten fever-dream, which could be interpreted as supporting Malik’s initial assessment of AR as an over-hyped and ultimately uninteresting technology. However, the numbers of today provide a different picture. The AR market in the world is predicted to reach the level of $340 billion by 2028. This is growing at an annual rate of growth of 43.8 per cent between the year between now and 2028.
Role of AR In web 3.0:
Mobile AR has become an integral part of our everyday lives. There are sometimes hilarious and at times a bit too flattering camera filters that are available on Snapchat or Instagram. Additionally, there are apps that offer a digital representation of real-world infrastructure and geography that ranges from Google Maps to Uber. Although we have AR embedded in the daily routine of our lives numerous experts suggest that the sociological, technological and economic climate that we are in today presents more opportunities for the field of mobile AR than ever before.
Smartify, Google Lens and the AR-aided retail revolution the development of AR on mobile phones has been greatly accelerated due to the pandemic as well as its negative effects. With the majority of people staying in their homes, they were consuming media and utilizing their smart phones more frequently than they ever have before. With this change, we witnessed an explosion of mobile-based AR features for shopping and commerce. May 20, 2021, Deloitte study states that out of 1.5 billion worldwide AR users 100 million of them are making use of AR in order to buy.
“We absolutely saw AR take off in major ways during the pandemic, particularly in response to retail and shopping, with virtual try-on experiences from previewing furniture and products in your home with everyday brands like Amazon to virtually trying on luxury fashion labels such as Gucci,” Says Dr Helen Papagiannis, a prominent AR influencer and the author of the novel Augmented Human. “Once a ‘nice-to-have’ feature, AR has quickly become an essential technology for retailers.”
Perhaps no other firm is leading the charge in AR retail and eCommerce trends more than Google. The tech giant introduced two AR cosmetics tools that allow users to test various cosmetics look like on their faces, or on a range of models while they shop for cosmetics.
Additionally, Google Lens is the application that allows users to take photos of something, and discover the details when they drop it in Google Search for real-time, image-driven queries – is launching new features that allow users to buy items seamlessly by using screenshots or images that they snap. In the last month, Google revealed the fact that Google Photos will begin to suggest users make use of Lens whenever screenshots are taken. “Imagine you’re scrolling through a social feed and you see a pair of shoes you like – you can screenshot that picture and then use Lens to identify them and find out where you can buy them,” says Adrian Tout, AR/Google Lens Product Partnerships lead at Google. Presently, Lens can identify over 15 billion objects, up from just a billion years ago. The lens is used over 3 billion every month across the globe.
Tout adds That AR is now included directly in Google Search on mobile devices. “While Lens lets you search what you see, AR in Search lets you see what you search,” Tout states. “We started with educational content and animals before, in the second half of 2020, we started to test AR for search results for products beginning with automobiles as well as beauty. Although we’re not able to announce the specifics of our plans at this time it’s safe to declare that we’re currently evaluating different types of content … each with the aim of providing a more rich and more visually appealing user experience on Google Search and supporting the larger retail industry.”
Creators will be driving the AR tomorrow.
Although many apps allow users to show content that is physically accessible, However, many experts believe that content generated by users is the key to unlocking the full potential of AR technology going forward. The rise of the creator economy has been a major factor in accelerating the growth of AR platform mobile devices. A quick glance through the many filters available in Snapchat or Instagram Stories immediately evidences the increase in the number of content created by users and the different ways Creators drive the evolution of AR in the wild.”Simplifying and democratizing content creation for AR is a key trend to keep an eye out for,” Dr Papagiannis says “Snapchat has been … making it easier to push AR forward, by giving both brands and creators. Lenses inside Snapchat are often considered miniature apps. We’re seeing the benefits and value of these experiences increased with innovative AR capabilities, such as Snap’s connected lenses that allow real-time sharing, whether in the same space or even across the world. This is vital because, in order for AR to be truly an effective mass communication medium and be truly effective, it has to have two ways of interaction and multi-user. To date, AR has been a single-user experience, and this is beginning to change in significant ways.”
Other major players, like Google, are investing heavily in the movement of creators. “The biggest area to evolve will be content,” Tout states. “Content is king for visual commerce and it will be no different for 3D/AR.” Tout states that there are several challenges that the industry has to negotiate first “before 3D content creation is truly democratized”.
Metaverse Marketing in Metaverse
As time passes, experts are seeing our world moving closer and closer to the so-called metaverse that is where the physical and digital realities are fully integrated and a single semi- or fully-virtual world is gaining ground. “The real transformation will come when the challenges with AR headset optics are solved and the notion of an always-on digital overlay of the world becomes a reality,” claims Alex Nelson, UX principle of the future experiences in the BBC’s research and innovation department. “The last remaining issue is who will control the AR metaverse – a constantly-present virtual world that is mapped to the real world. It might sound like science fiction, however, the possibility of presenting information that is tailored to the specific location and the environment that the person is appealing to both the public and those aspiring to be the biggest gamers within AR.”
Goals of Metaverse and AR:
The trick is to find a balance between the goals of marketing and the demands of consumers to not only protect their data but also human design as well as the fundamental reverence for autonomy. “Our phones are nearly ubiquitous sensor-packed AR marvels,” Dr Papagiannis claims. “The next step is to utilize these sensors to design contextual experiences that are responsive to your physical surroundings while being highly mindful of and without sacrificing privacy.”