Augmented reality

Augmented Reality (AR) is an amplified reality characterised by the enrichment of human perceptions through the superposition of digital contents. It does not replace reality, but empowers it by adding information levels such as texts, images or holograms.
By providing strategic information on the surrounding environment, augmented reality is used in different situations, both at a professional level (doctors, military, aircraft and car pilots) and during private daily activities (games, simulation of the home environment, purchase of a product).

Areas of use of augmented reality

Below some examples of augmented reality in industry 4.0 applied to companies:

  • Medical and health sector: increasing accuracy during operations, reducing medical errors and giving doctors and patients a better understanding of the issues in the medical field;
  • Automotive-motorcycle sector: the fields of application are innumerable. For example, it is possible to obtain a virtual driving assistant thanks to innovative sensors and headlamps applied to the viewers or to the car itself. As a consequence, accidents can be reduced as well. Furthermore, through a satellite it is possible to identify any blocks due to traffic, the best route to reach the destination, alternative roads and even parking areas;
  • Tourism sector: augmented reality contributes to make the experience of the journey even more extraordinary, thanks to hotel bookings with virtual tours of the structures and places to visit, thanks to the historical and structural information of the monuments, and by allowing the interaction with the piece of arts hosted in the museums;
  • Commercial sector: interactive mirrors that allow you to virtually try on clothes or make-up, voice commands for shopping, click and buy through app’s virtual tours or supermarkets without speakers… These are just some of the countless uses of augmented reality in the commerce sector.

Augmented reality: advantages

Companies can take advantage of augmented reality and virtual reality by using new promotion strategies to differentiate themselves from competitors:

  • Increase of sales: it is possible to view an object comfortably from home before purchasing it from the e-commerce site. Augmented reality offers added value to the purchasing process, creating interactions that otherwise could not exist between the customer and the seller;
  • Content enrichment: it allows you to add complementary information in real time so that the user does not need to search for it. During a tourist visit, for example, augmented reality brings multiple benefits including culture, safety and above all time saving.
  • Improving notoriety and image: a company or a brand that chooses to use an augmented reality software also chooses to communicate in order to gain visibility through technological innovations. Following this trend, the brand or the company can both attract new audience and retain existing customers.

Virtual reality

Virtual Reality (VR) is a simulated reality. From the actual environment, the user is catapulted into an alternative reality through the use of digital devices. Unlike augmented reality, virtual reality completely replaces the real world by immersing the user in a graphically reconstructed imaginary environment or in a dimension recreated by 3D shootings. Virtual reality immerses users in a simulated or real world, in an immersive reality where they can be a mere spectator or can even perform complex interactions.

Areas of use of virtual reality

Thanks to immersive graphic settings, the areas of use of virtual reality are numerous, primarily in the world of entertainment and videogames, but also in the fields of cinema and social networks through 360 ° movies. In fact, virtual reality offers the greatest opportunities for companies.

The viewers allow to remotely controlling the status of a construction site with an immersive 3D view. Moreover, immersive experiences allow technicians to understand how to repair a machine or assemble a gate, like the case of the Nice Group. There are many company examples that already use these technologies.

  • Military field: from the parachute launch to the use of training viewers;
  • Architectural setting: through a VR viewer it is possible to immerse the user in the projects under construction. Through drawings in 2D, or even in 3D, it is impossible to perceive the proportions and dimensions in a realistic way, while through VR it is possible to move within the building;
  • Educational / training area: thanks to the use of viewers, students could immerse themselves in history or even study the human body by entering into it.

Virtual reality: advantages

Virtual reality brings countless benefits to businesses, which can take advantage of virtual reality by using new promotion strategies to differentiate themselves from competitors:
  • Optimising the realisation of a project, visualising it before producing it, saving time and money and assessing its safety in advance;
  • Improving production processes, maintenance and assistance, as well as working conditions;
  • Promoting innovative and original training courses for employees.