New Interactive Technologies for Meeting the Needs and Achieving Profit The Study on the Use of Augmented Reality in Marketing
New Interactive Technologies for Meeting the Needs and Achieving Profit The Study on the Use of Augmented Reality in Marketing

Summary/Abstract: IT solutions like augmented reality (AR) significantly increase the flexibility ofrunning business. AR is a system that connects the real world with computer generatedvisualizations supported by an object recognition software. The real word video is mergedwith 3D computer graphics generated in real time. As a result the user gets interactiveand digitally manipulable information about the surrounding world. AR has many areasof application. It can be used in architecture, commerce, education, emergency, industry,medicine, military, navigation, sport and tourism. It can be also a very useful tool in marketinge.g. interactive dressing rooms, smart mirrors, AR catalogues, furniture visualizers, shoeand clothes samplers. Therefore augmented reality can meet the new needs of customersand generate profits for business.The aim of the article is to present recent trends in using AR. The paper contains characteristicsof augmented reality, recently developed AR tools for marketing purposes, benefitsand risks (barriers) of AR tools adoption. At the end of the article the authors presentconclusions derived from the analysis of recent scientific AR publications and AR relatedprojects available on crowdfunding platforms and the proposal for the future research.

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