Cutting-edge technology may boost perceptions of brand innovation and help to boost sales, but only among a small group of consumers, Diffusion’s study indicates. When prioritizing which technologies deserve investment, brands may see the greatest effect from AR, which overlays digital images on a real background seen through a smartphone camera or headset.
AR technology is still in a formative stage, although it has significant support from tech giants like Apple, Google and Microsoft that have created software development kits (SDKs) to help designers create AR-compatible tools. Adobe and Unity are among the software companies that have created AR authoring tools that don’t require coding know-how to develop more immersive AR experiences, while Snapchat and Facebook have introduced similar software to create AR content in their respective apps.
