Several online retailers and brands have flocked to augmented reality to reach out to their customers using innovative tech amid the pandemic. Snap, however, has been one of the players at the forefront of capturing this trend.
Gorman believes that the current moment is an inflection point on the technology’s growth curve and can well be compared to the rise of social media in the early 2010s or the web in the late 1990s. “Getting it right now is just as important as scoring the right URL in 1999 and the right social handles in 2010,” she said. “We all know how fleeting the moment is to stake your claim as an early mover, and that moment has arrived for AR.”
Undoubtedly, the pandemic has acted as a catalyst towards the technology’s growth. Still, companies like Snap, Instagram, Apple, etc., have set up the foundation for its success by making it more accessible to non-coders or non-tech people. This hasn’t just helped brands to pick up on the tech trends faster but also helps consumers easily discover these AR campaigns in environments familiar to them.
“Sometimes I’m met with a little skepticism; people think that I’m talking about a distant technology for a far-off future,” Gorman stated. “But it’s here, right now. Two hundred million people are engaging with AR on Snapchat every day. … That is not a distant future. That’s mass adoption. And that’s because AR is not a toy anymore. It’s a utility. AR is the leading edge because people want to experience products and brands from the comfort of their phones.”
Moreover, new technologies such as 5G are slated to contribute a ton to the mixed reality domain. It’s a major necessity to help AR move beyond the virtual fitting rooms and games.
“You’ll see an even bigger community of our artists and designers blossoming around AR. You’ll see brands creating 3D models of full catalogs is standard practice, AR budgets will appear within marketing teams and agencies,” Gorman said. “AR is where the world is going. There’s so much in front of us.”
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