Augmented reality implies the use of digital sensory stimulation tools for an enhanced real-world physical experience.

A decade back the sci-fi movies displayed things which is pretty much a reality now. The audience became fascinated when Robert Downey Jr, wore AR accessories in the movie Iron Man. It seemed impossible to create something like that in real life. However, a few years after the movie was released we are landed in a space where augmented reality is driving the pace of digital innovation.

Augmented reality implies the use of digital sensory stimulation tools that provide an enhanced real-world physical experience. Retailers, companies, enterprises and brands are heavily deploying AR devices and tools for enhanced customer experience, promoting products, launching marketing campaigns, advertising services, enabling affordable customer services and for collection of the user data. Today the utilization of augmented reality is not confined to gaming or movies. This evolving technology has exceeded in retail, manufacturing, defence, medicine and agriculture sectors amongst others. The global augmented reality market is expected to reach from US$4.21 billion in 2017 to US$60.55 billion in 2023, at an expected CAGR of 40.29% between 2018 and 2023.

Augmented Reality in Shopping/ retail

Augmented reality in shopping is listed to be amongst the significant technology trend that will transform the industry in 2021. Companies like IKEA, Sephora, Youcam, Dior and L'oreal are already leveraging AR for enhanced customer experience. Through AR, the customer's can try out different products and services while sitting at the comfort of their home. Owing to the social distancing norms, AR will expand to other retail business. As per a report by Gartner, 200 million consumers are expected to shop in AR online and in-store.

Augmented Reality in Defence

Augmented reality is readily adapted in defence services. With unprecedented geopolitical situation, governments are upgrading the defence service with technological tools equipped. Reports suggest that the AR market in military services has exceeded US$1.59 billion. Moreover, US defence has contracted Microsoft to supply one lakh hololens augmented reality devices worth US$480 million. Some of the AR accessories used in defence are:

• Heads-Up Display for soldiers performs function equivalent to AR smart glasses by utilizing Tactical Augmented reality.
• Any technical defect in the engine or performance of a fighter jet while flying can be directly visualized using HUD's
• AR in naval navigation aids in providing the best route for travel.

Augmented Reality and Artificial Intelligence

With technological advancements, the demand to readily provide a solution is surging. If organizations are unable to understand the customer demand readily then they lose the customer. Henceforth, organizations are assembling solutions that supplement customer satisfaction. Integrating Artificial intelligence into AR aids retailers to identify customer needs based on the surrounding of the customer. By integrating speech recognition with AR will display the image of the object that human has pronounced. For example, if a person pronounced Pizza to Siri, with AR the image of Pizza will also be displayed in the mobile phone.

Alongside retail, a collaboration of AI and AR also accelerates diagnosis of the diseases. As modern medical approach like MRI and CT scan, are often unable to diagnose diseases, the AI-AR tools have the potential of accurate and faster diagnosis.