Augmented Reality (AR)
Augmented Reality (AR) is a technology that adds digital elements to a user’s view of the real world usually through the camera of a smartphone. The use of digital elements in the view of the real world is what differs augmented reality from virtual reality, which shuts out the real world and puts the user into a completely digital immersion experience.
An example of augmented reality is Snapchat lenses. Snapchat lenses allow users to augment their reality by applying masking filters through their camera lense. Brands can use Snapchat lenses to create and share AR experiences with the world, connecting with customers in a new and creative way. The lense effects that can be created range from drag-and-drop 3D objects, to AR facial recognition effects, to full AR “portal” experiences.
(Read more about Utilizing Snapchat Lens Studio for Brands here)
Another well known example of augmented reality is “Pokémon Go,” which is an AR game that allows users to see Pokémon characters all around their town through the camera of their smartphone. Players of the game capture these characters and then use them to battle other local players of the game. Apps, like Snapchat, and mobile device games, like Pokémon Go, are the most popular ways that people have been introduced to augmented reality, but it is predicted that we will be seeing a lot more AR use in the future.