Raphael Thys
Courtesy of Lara Assi
Web3 is a social spatial web. It is allowing peer to peer interactions in a decentralised environment, with blockchain being the vehicle of this internet’s iteration (more about what web3 is in my previous blog). What is most exciting about web3 is how it took the internet from its 2D static form, to a full blown immersive and interactive 3D one! Of course, this iteration relies heavily on several technologies, one of which is augmented reality. In this blog, we will dive deep into how AR is shaping the future of several industries. But first, let’s outline the history and mainstreaming of AR technology, using ABBA’s journey as a time reference — Voulez-vous?
In 1968, four years before ABBA existed, a scientist named Ivan Sutherland created the first ever AR head mounted display system. This system superimposed virtual information on physical environments. It was used mainly for aviation, military, and industrial purposes. It is also worth mentioning that there is a debate going on on whether it was Ivan that introduced the concept of AR to the world or Morton Heilig in 1957 with his Sensorama.
In the early 2000’s, when ABBA refused a billion-dollar offer to get the band back together, AR technology started being used for tourism purposes. It was predominantly created in university labs, but thanks to technological advancements, today we have apps that can take you back in time and show you how your street looked like hundreds of years ago by merely pointing your camera at that street.
In 2008, when ABBA made their very first appearance in a decade for the Mamma Mia red carpet premiere, the first commercial AR application appeared. A German advertising agency designed a printed magazine ad for BMW, which, when held in front of a computer’s camera, also appeared on the screen. Users were able to control the car on the screen and move it around to view different angles. This was the first marketing campaign that allowed interactions with a digital model in real time. Years later, location-based AR (Geo-AR) was adopted by Google, and is now being used in their Google Translate and Google Sky app. Microsoft followed by announcing their AR headset HoloLens.
In 2022, it was THE comeback for ABBA! Their ABBAtars (virtual avatars) depicted their 1977 selves in a one of a kind concert held in a purpose-built venue at the Queen Elisabeth Olympic Park in London. These ABBAtars were controlled by the four band members using motion capture technology and projected in AR. That, for me, is an AR date to remember!
ABBA in motion capture suits for their “ABBA Voyage”, a 360 immersive experience, where avatars of Agnetha, Bjorn, Benny and Anna-Frid perform on stage alongside a 10 piece orchestra at the custom built ABBA arena in London — 2022.
Countless breakthroughs have happened in AR technology between 1968 and today. So what’s new? The internet’s evolution! Web3 is undeniably accelerating the mainstream adoption of AR. However, can web3 be called the 3D internet without immersive technologies? While both web3 and AR have been introduced to the world in different times, their codependency is evident.
Today, there are over 3 billion AR-ready devices worldwide — most smartphones can support AR applications. AR introduced a third dimension to the world. In web3, it is changing the way users view, consume, and react with products, locations, and other users. Let us explore how AR snuck into several industries 👇
AR and Healthcare
Phillips and Microsoft’s augmented reality concept that is built for HoloLens2
AR is not just a buzzword in healthcare, it saves lives.
👉Take the AED4EU app as an example, created by Lucien Engelen. This app gives users access to where the closest automated external defibrillators (AEDs) are located. You can project the exact location of the nearest AED on the screen of your phone, and it would take you a minute to help those in need or in danger.
👉Another promising application is the HoloAnatomy app by HoloLens. This app helps visualise human anatomy, from muscles to the tiniest veins, in a spectacular way! This will revolutionise medical education, as students will be able to see the human body in 3D.
👉Companies like Oculenz are helping patients with severe AMD. Oculenz AR glasses can now move images out of a diseased spot into adjacent, healthy areas of the retina!
👉Digital twinning of patients is made possible with EchoPixel! This first turnkey solution enables physicians to use a digital twin of their patients using standard medical images and experience it as a 4D interactive hologram. This holographic experience enables real-time accurate situational awareness of implantable devices in relation to complex anatomy.
AR and Entertainment
Snapchat’s tailored AR experience for “House of The Dragon” by HBO
The AR entertainment industry is expected to grow to a staggering $57.5 billion in 2027. AR adds a new dimension to entertainment as it allows audiences to become active participants in shows, instead of passive viewers. The likes of Netflix, HBO, and Disney have been keen on having a piece of that AR cake!
👉Disney+ launched a new AR experience last September in conjunction with the short film “Remembering”. To engage with the AR experience, Disney+ users scan a QR code on their TV screen that allows them to download the “Remembering: The AR Experience” app on their iPhones or iPads.
Disney+ AR enabled movie “Remembering”
👉HBO, on the other hand, went all out by partnering up with Snap for a tailored AR experience for the launch of “House of the Dragon” premiere. Snap and HBO Max released a new selfie and worldview lens, along with Landmarker Lenses, that let you immerse yourself into the show’s fantasy world. The selfie Lens transforms you into a fire-breathing dragon. In the worldview mode, the Lens leverages sky segmentation technology to unleash flying, fire-breathing dragons above you so you can pretend to be part of the Game of Thrones world.
👉Now the gloating part! We, at The Round, have taken AR entertainment to a whole new level! We have developed a streaming protocol that allows artists and content creators to broadcast LIVE AR entertainment! Check out the live AR stream that we did in Web Summit 2022. Our co-founder Pip Brignall, who was in London, demonstrated his perfect squats to a live audience in Lisbon. Find out more here!
Pip Brignall, co-founder of The Round, being live streamed in AR from London to Lisbon
AR and Education
Augmented reality is allowing students to gain a deeper understanding of educational content by fusing together physical and virtual worlds. It is also improving collaboration between students by introducing shared experiences/tasks that ultimately improves teamwork skills. Today, people have access to a more portable and convenient alternative to traditional learning material and hardware. Now for some exciting use cases and applications for our future generations👇
Vuforia creator App in action
👉Blippar is an AR creation tool that integrates with other educational platforms, A simple SDK plugin that takes your 2D traditional educational platform to an immersive and interactive one!
👉Mathalive! offers a curriculum kit that uses AR and gaming to teach mathematics to early learners. Today, teachers can provide an interactive learning experience that engages children’s auditory, visual, and tactile learning modalities.
👉Elements4D is an app that allows students to interact with elements without having to carry out chemical experiments. What a fun way to study Chemistry!
AR and Fashion
It is undeniable that immersive experiences can significantly influence a consumer’s decision to buy a product. 47% of consumers acknowledge that immersive technologies made them feel more connected with products while shopping online. Fashion retailers are bridging the gap between the physical and online retail experience, transforming any room into a fitting room, and providing a convenient solution to customers’ sizing struggles through AR.
With the introduction of software such as ARKit and ARCore, and AR functionality of social media apps such as Snapchat and TikTok, branded immersive content has become increasingly realistic and affordable to produce. Add to that the fact that AR is easily accessible via widely owned mobile devices, it is an ideal innovation for the fashion sector to meet key industry challenges such as digitalisation, consumer demand and sustainability.
Gucci’s try-on filter on Snapchat. Image source: VentureBeat
“New York is a celebration of all the ways in which fashion is changing. It comes at a moment when designers have become multidisciplinary creators, innovating how we engage with fashion — even virtually. We’re thrilled to be partnering with Snap to bring some of the best AR tech to our audiences, now and in the future.” — Mark Guiducci, Creative Editorial Director of Vogue.
Who is wearing what in AR? 👇
👉Suzanne Harward is a renowned wedding couture brand in Australia. They have introduced The Suzanne Harward Virtual View, a mobile application that employs AR technology to help customers view Suzanne Harward’s exclusive wedding couture collection on “life-size models” in the convenience of their homes, thus providing a comfortable and engaging experience that paves the way for brides to take a more confident and informed decision.
👉Burberry has jumped on the AR bandwagon, to take their customer retention and brand promotion to another level. The famous UK brand introduced AR-powered google shopping experience where it cleverly brought the in-store shopping experience straight to shoppers’ digital devices
Photo courtesy of Burberry
👉Gucci’s “Try on Shoes” app has definitely turned some heads (downwards?). The iOS app, powered by AR technology, enables customers to remotely and virtually try on their Ace Sneakers collection. Gucci also took a step further by partnering with Snapchat and offered a virtual try-on AR filter, positioning themselves as the first luxury fashion brand to ever collaborate with a social media platform.
AR and Digital Identity
In web2, identities did not extend beyond the form of a user ID and a profile picture, used and circulated on centralised platforms/service providers. Today, industry experts believe that these web2 identifications will become obsolete, and will be replaced by 3D avatars.
Photo courtesy of VRscout
Moving forward, avatars will take over social interactions and identity, being the gateway to most virtual worlds. Will these avatars be an authentic personification of the person’s “offline” self, or a whole new identity? It is totally up to that person! A documentary called “Our Digital Selves: My Avatar Is Me” tackles how people with physical immobility or disorders present themselves online.
Avatars will become an integral part of our daily lives and define who we are. Some people might think that avatars are used as an escape mechanism. I believe they are a mere “augmentation” from our living. Digital identities can now exist devoid of prejudice and bias. They can open up new avenues of communication where differently-abled people can interact with the world using avatars of their choice.
Augmented reality has existed for over 50 years, and its adoption rate is higher than ever. It is a massive contributor to the spatial web.
AR is feeding off web3 through accessing its global community and through its ecosystem which is trustless, permisionless, and ultimately decentralised. I believe that web3 is simply an enabler, making AR accessible and fairer through decentralised possibilities. I do not think that AR will move in one direction when it comes to its journey in web3, but rather in different verticals across different industries. It is not exclusive to web3 or the metaverse!
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