Augmented reality (AR) is at home in the fields of virtual and augmented reality, digital transformation, eCommerce and digital commerce. The term describes a technology that allows digital content - such as images, text or animations - to be superimposed directly onto the real world. This is usually done using a smartphone, tablet or special glasses.
A typical example of augmented reality (AR) is the popular app "Pokémon Go". Here, users can see the game characters through the camera of their mobile phone as if they were actually standing in their surroundings. In business, AR can be used to virtually place furniture in your living room before you buy it or to try on items of clothing in a digital mirror when shopping online.
Augmented reality (AR) makes it possible to visualise and experience information without leaving the real environment. AR therefore offers a wide range of opportunities for companies to present their products more vividly or improve the customer experience. Whether in retail, training or marketing - augmented reality (AR) expands reality and opens up new ways of digital interaction.
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