Key Points;

• Augmented reality (AR) involves overlaying visual, auditory, or other sensory information onto the world to enhance one's experience.
• Retailers and other companies can use augmented reality to promote products or services, launch novel marketing campaigns, and collect unique user data.
• Unlike virtual reality, which creates its own cyber environment, augmented reality adds to the existing world as it is.

Augmented reality (AR) is an enhanced version of the world that is achieved using digital visual elements, sound, or other sensory stimuli and delivered via technology. It is a growing trend among companies involved in mobile computing and business applications. Amid the rise of data collection and analysis, one of augmented reality’s primary goals is to highlight specific features of the physical world, increase understanding of those features, and derive smart and accessible insight that can be applied to real-world applications.

Augmented reality continues to develop and become more pervasive among a wide range of applications. Consumers are beginning to derive tangible benefits from this technology and expect it as part of their purchasing process.

Smartphones and tablets show a tiny portion of the user’s landscape, but smart eyewear, for example, may provide a more complete link between real and virtual realms if it develops enough to become mainstream.

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