What is AR (Augmented Reality)? Explaining how to use it using examples

What is AR (Augmented Reality)?

AR (Augmented Reality) is a technology that overlays digital information and content in a real environment. Using a smartphone, tablet, or a dedicated AR device, you can overlay virtual images, videos, audio, text, etc. on a real landscape.
Typical examples include the smartphone games "Pokémon GO" and "Pikmin Bloom." These games feel as if fictional characters have appeared in the real world, allowing you to experience new things through AR.
In this article, we will explain AR, which is used in various other fields, based on the mechanisms of technology and the latest examples.

The evolution of AR 

The technology that forms the foundation of AR emerged in the 1960s, and the concept of AR was born in the 1990s. This technology has become practical and popularized in earnest since the evolution of cameras and AI technologies and the spread of smartphones were combined. Furthermore, diversifying devices such as smart glasses and AR headsets has also helped to spread the word. In the early years, AR mainly focused on simple display methods using smartphone cameras, but technology has evolved significantly in recent years. Currently, the company is active in a wide range of industrial fields, including education, manufacturing, medical care, and entertainment, and is attracting attention as the core technology for the next generation.

Features of AR

As the term "augmented reality" suggests, it is a technology that superimposes digital content on the real landscapes and objects we see. For example, when you pass through your smartphone camera, directions will be displayed in the streetscape, and digital instructions will appear on the product. This is the ability to experience digital information in a way that blends in with nature in everyday life.

Another feature is that it can be experienced on a variety of devices. It is compatible with smartphones, smart glasses, tablets, etc., and there are also web ARs that allow you to easily use AR on your browser without downloading a dedicated app.

Differences between AR and VR (virtual reality), MR (mixed reality), and XR (cross reality)

Technologies that realize the digital world include AR (augmented reality), VR (virtual reality), and MR (mixed reality).
All technologies are innovative, allowing you to experience combining reality and virtuality with Real I'm. At first glance, all of the techniques are similar, but each has its own characteristics.

What is VR (virtual reality)?

Virtual Reality (VR) is a technology that allows you to immerse yourself in a virtual space that is not real. Unlike AR, which is based on the real world, VR completely blocks the real world through a dedicated headset, stimulates the five senses, focusing on vision and hearing, and gives you an immersive feeling, allowing you to experience a new world.

Another great feature of VR is that it is freed from the constraints of reality.
For example, you can do things that you cannot do in real life, such as flying in virtual spaces or walking on the seabed. In this way, VR can be said to be a technology that greatly expands the possibilities of our experiences.

VR examples used in various fields

VR Games (Beat Saber, BIOHAZARD 7 residents evil)

A famous game using VR technology is "Beat Saber." This is a game where you play by slashing a cube that flies along with the rhythm and slashing it with a glowing sword. Even if you don't actually have a sword, you can use VR technology to feel and enjoy it as if you're holding a sword.

VR technology is also used in the famous horror game BIOHAZARD. One of the series, "BIOHAZARD 7 Resident evil," is a powerful terrifying experience when you play in VR. The detailed elements that can only be felt by wearing a VR headset further enhance the sense of realism.

Source: Beat Saber – VR rhythm game
Source: CAPCOM: Resident Evil 7 Resident Evil Official Website

Flight Training Flight Simulator

Before the introduction of flight simulators for flight training, they practiced in actual aircraft training and classroom training. These practice methods have advantages, but they also have disadvantages such as high cost and accidents that lead to accidents during training. Since VR became popular, flight simulators have also allowed you to train dangerous scenarios in emergencies and inclement weather conditions.

Architectural field

The use of VR in the architecture field is increasing rapidly. It is used to visualize 3D models in real space at design time, making it easier to check designs, and to compare design data with actual structures at construction sites to increase the accuracy of work. You can also supervise multiple sites from a distance and understand the situation.

What is MR (mixed reality)?

MR (Mixed Reality) is a technology that combines the real world and the virtual world. To put it simply, it is a technology located somewhere between AR and VR, and is characterized by not only adding virtual elements to the real world, but also interacting with reality.
For example, a digitally made cup appears to be placed on a real table, and as the user moves, the cup moves according to its movement. This technology uses cameras and sensors to recognize the real environment, and naturally blends digital elements into it.
Additionally, digital images and objects can also move or change according to changes in real space and the arrangement of objects.

MR cases used in various fields

Microsoft's HoloLens

Using window holographic technology, you can display 3D images that look like real objects on a real screen, allowing you to move and operate them freely.
The fields used vary from architecture, manufacturing, medical care, education, and training. However, there are several challenges, and devices are expensive and complex development environments are required. Additionally, users' skills may be required, and if used for long periods of time, the feel of wearing glasses and battery life may not be good, making it a limited number of users' widespread use.

Source: Microsoft HoloLens | Mixed Reality Technology to Support Your Business

Medical field

Recently, MR technology can be used to prepare for surgery and simulate it, and to put equipment inside a patient's body to check organs.
With the development of MR, surgeries have improved, and it has become possible to successfully complete surgeries that were previously impossible.
This is a representative example of the evolution of science contributing to human health.

What is XR (Extended Reality)?

XR (Extended Reality) is a term that summarises all technologies that combine reality and virtually, such as VR (virtual reality), AR (augmented reality), and MR (mixed reality). The word "extended" has the meaning of "unknown possibilities" and "expansion," and represents the wide range of possibilities of these technologies.

AR mechanism and technology

We will explain the typical implementation methods of AR: location-based AR and marker AR.

Location-based

Location-based AR is an AR that uses GPS. Location information is determined using location information, direction, and tilt of your smartphone.
It works in conjunction with the GPS function that identifies your current location on a mobile device, and the AR will not be displayed even if you load QR codes or other data outside the set area.

Location-based AR Case studies

Pokémon GO
"Pokémon GO" is a popular game that has become a global hit.
If you walk around town with the game running, Pokemon will appear. On your smartphone screen, it looks like a Pokemon appears in the real world, and you can get it by throwing a monster ball.

Source: Official Pokemon GO website

Pikmin Bloom
When players walk in the real world, you can take actions such as "Planting Flowers" and "Growing Pikmin" in the game.
Users walk and grow Pikmin while communicating in various ways. Depending on the location information, some items can only be acquired in certain areas.

Source: Pikmin Bloom "Pikmin Bloom" - Outing with Pikmin

A PreCure AR Photo Rally
was held at the Yorunoyo 2023 event held in Yokohama in Technical Support for Yorunoyo's "PreCure AR Photo Rally."
This event features different PreCure characters that differ depending on the location, and you can enjoy collecting PreCure while visiting the city of Yokohama.

source:

marker

An AR marker is a technology that places virtual objects based on a specific pattern or image (marker) recognized by the camera.
Markers are the criteria for AR to position digital content in the real environment.
It is mainly used for advertising and marketing activities, and can provide engaging experiences in a variety of fields. It is also used in the field of education, and markers allow you to display additional information about a particular object, or subject.

Examples of AR markers

Business Card AR

You can add an AR function to your business cards, allowing you to introduce yourself more memorable than regular business cards.
In addition to business cards, you can also introduce product features and usage images in catalogs and flyers, including animations and videos.
The advantage is that it can deliver information that is difficult to convey through text alone.

We offer a virtual makeup experience using
L'Oreal You can recognize faces with your smartphone's camera, layer specific AR markers on your face, and try out your makeup products virtually.
It makes it more convenient for consumers, without the need to try makeup in real life.

Tools and types needed to experience AR

You will need a device and app to experience AR. Although its dedicated app format is well-known, recently Web AR, which allows you to easily use AR, and touch AR are also attracting attention.

AR app

An AR app is a basic form of technology that involves installing and using apps on a compatible device.
Because it runs on the app, it often requires advanced graphics and processing power. Many educational AR apps have also been created, which are useful when visualizing complex concepts. The disadvantage is that the app needs to be installed, so users may leave at this stage. Additionally, AR app development can require complex features to be implemented and tested on a variety of devices, which can be costly and much time.

Web AR

Web-based Augmented Reality (WEB AR) is a technology that allows you to experience AR through a web browser without installing an app. You simply need to access a specific website, so there is no need to install a dedicated app. It is very convenient for users and can be compatible on a variety of platforms.

Web AR runs through a web browser, so tools and frameworks are required. The main languages ​​and tools are HTML, JaveScript, WebGL, and WebRTC. While these reduce the development hurdles compared to other AR developments, when looking at performance, there are tends to be more restrictive than app-based AR. However, the advantages are that you can experience it quickly in a browser, the cost is reduced compared to AR apps, and the shorter development cycle.

Touch AR

Touch AR is a new AR that can be activated by simply touching your smartphone. The product has an NFC chip (tag) embedded in it, so AR can be activated without markers or QR cordless. Therefore, it is possible to create products and merchandise that do not compromise the design.
It can be used in a variety of materials, from acrylic stands to keychains, cards, stickers, and more. Just like Web AR, it does not require the installation of apps, making it easy for users to use it.

Benefits and uses of AR in business situations

AR is becoming more and more popular in business situations as well. Not only is it intended to improve the user experience, but it also uses AR to develop employees, improve work efficiency, and product design, and there are many different situations in use, and the following effects can be expected.

Differentiate yourself from other companies using AR

Adding AR elements to existing content creates novelty and makes it possible to differentiate yourself from other companies.
By providing an environment where you can try out products with AR, you can relieve any worries before purchasing, and the uniqueness and entertainment of the AR experience increases the chances that it will actually lead to a purchase. Additionally, since AR is a two-way interaction, it has the effect of enhancing connections with users. Actively engaged with the product makes the customer's brand more interested.

Collecting and utilizing data via AR content

By utilizing location information and linking with tracking functions, it is possible to collect and utilize data that cannot be obtained with analog media.

Improve the convenience of existing content

It may be difficult to install the actual product on large scale products or buildings. Even if you want to convey the quality of the product, you may not be able to understand 100% using 2D photos or text alone. However, using AR technology, objects can be expressed in 3D, allowing you to simulate the three-dimensional image of the product.
Other benefits include the use of analog content in terms of convenience, such as "improving portability," "can be replicated," and "does not deteriorate."

Improve brand loyalty

By incorporating the immersive and interactive elements of XR, you can make a strong impression on your customers and increase your brand loyalty.
It is also said that AR is about 70% more memorable than non-AR experiences, allowing you to provide an unforgettable experience.

Promote social media share and increase awareness

Ads using AR are more likely to leave an impression, and compared to regular ads, the visual presentation makes the customer want to share it with someone.
Since the latest technology can create a hot topic, it can be expected to increase awareness among potential customers and promote social media share.
It also makes it easy to make a visual impact, allowing you to reach many people at once in an outdoor event or large facility.

Examples of AR use

AR technology is evolving every day in a variety of industries, including business, tourism, entertainment, and education. By using AR, companies and local governments can communicate brand awareness to users and efficiently. We will show you how it actually permeates around us in a concrete example.

Game example: "Dragon Quest Walk"

A typical success example of a game that utilizes AR is "Dragon Quest Walk," developed by SQUARE ENIX.
In AR mode, you can display familiar monsters such as slimes and drakeys in the real world through your smartphone.
This seamlessly connects real landscapes with in-game fantasy.
Additionally, the in-game field maps are based on real-world maps, and nearby landmarks and tourist attractions are used as in-game spots.

Source: Dragon Quest Walk

Furniture case "Nitori"

AR is also used in the furniture field. By installing the "NITORI AR app", you can virtually place the furniture you want to buy in your own room. It's useful when you're considering purchasing as you can check the size, color and atmosphere of your furniture to suit your actual space. In the past, you would always go to the store to check, but now you can easily compare products at home. This reduces the risk of exchanges and returns of products, and also increases consumer satisfaction.
Using AR like this is attracting attention as one way to solve the problems of online shopping.

Source: [Nitori] NITORI AR Furniture Trial

Character case "Shirotan"

An example of AR character promotion is "Shirotan" provided by AR Works. By converting 2D characters into AR in 3D and promoting them to allow users to take photos and videos of the characters, you can increase entertainment and aim for them to spread on social media.
In particular, by providing events where you can experience characters from popular anime by turning them into ARs, you can increase fan engagement.
Such AR promotions will improve your brand image and lead to increased visits to events.

source:

Advertising example "Pepsi"

AR is also commonly used in the advertising field. One example of this is Pepsi. Pepsi used AR to monitor bus stops in a campaign called Pepsi Max in London. Monitors with AR technology applied were made to show aliens and robots appearing, and the streetscape could instantly change into a different world.
The monitors were changing in real time, which drew interest from people at the bus stop. This was more than just a visual surprise, but it became a hot topic on social media and was extremely effective as an advertisement. This is because it not just promotes the product, but also delivers advertising that provides an interactive experience. This AR was shared widely on the internet through photos and videos, and also contributed to raising Pepsi's awareness.

Source: Pepsi

Tourist Case Study "AR Stamp Rally"

Markers are installed in seven locations in Daiba Park: Jinya, Gunpowder Storage, Furnace Stalk, Gun Battery Stalk, Dock, No.6 Daiba, and Ishigaki. When you read the markers with your smartphone, you will see the history of the historical site and collect stamps. Collect all 7 stamps and receive a souvenir.
There is no need to install a dedicated app, and anyone can easily access it. Using AR technology for digital stamp rally will motivate participants to visit all the spots. It is easy to share on social media, so you can continue to get the promotion effect even after the event is over.

source:

Educational case study "Mitsubishi Heavy Industries"

Manufacturing is an industry that actively incorporates AR. We improve work efficiency, from employee training to efficiency improvements, remote support, and product design, and achieve the results of each process.
AR has become an important technology in the manufacturing industry, especially as it is used for educational tools, work instructions and maintenance assistance.
Mitsubishi Heavy Industries uses AR to communicate work procedures visually to increase work efficiency. It also helps reduce errors as workers can quickly obtain information.

Source: Mitsubishi Heavy Industries | AI/DX

What is AR (Augmented Reality)? summary

AR (Augmented Reality) is an innovative technology that combines the real world with digital content to create new experiences.
In this article, we have explained a wide range of information, from the basics of AR to its mechanisms, differences with other technologies, and examples of use. AR is used in many fields such as games, advertising, and manufacturing, and contributes to differentiation and efficiency in business situations as well.
As technology advances, AR will continue to be used in more fields, bringing even more convenience and creativity to our lives and operations. When considering introducing AR, the key to success is to work with companies with expertise and find effective ways to utilize it.
Why not take the first step to maximize the possibilities of AR and provide new value?

Leave the introduction of AR to AR Works

AR Works supports business and store promotion, attracting customers and branding through innovative AR solutions.
We provide one-stop services that meet a wide range of needs, including mechanisms to liven up events, experiential content that makes products attractive, and original projects that support tourist destinations and regions revitalizing.

For more information, please visit the AR Works service website

Related useful materials can be found here

Introducing AR Works achievements

You can see the track record of AR Works production below. We introduce a variety of situations, including promotions, events, and attracting attention, so please take a look.

▼List of achievements | AR Works
https://promotion.ar-works.jp/achievement