The Future is A.R., Not A.I.

Ok, so maybe both of those things are the future, but my point is that the hot trend in digital marketing is A.R. or augmented reality. In Wikipedia's terms augmented reality is...

...a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery - creating a mixed reality...

Or, in my terms, it's brands taking our current digital landscape and adding more value for the consumer.

As of right now, it is a fad. Brands are trying new things to make their products achieve greater value and recognition in a cluttered market. However, this is a telling sign of what we can expect from 21st century advertising. The inception of social media was just a precursor to what we see now and will continue to see - a fully interactive consumer branding experience.

Check out this freakishly cool idea Lego is using - it's something simple that we used to see in a 2D landscape, but are now seeing right in front of us.



For another interactive experience, check out what GE Ecomagination is doing. If you have a webcam and sound, go for it, otherwise just watch the video labeled "See How It Works."

Wow.

Of course, like anything in modern technology, we consumers need to be careful where we interact and how we communicate with the brands reaching out to us. More interactivity means more transparency and the old adage, "Buyer Beware" couldn't be a more telling sign of our times.

For some more reading material on augmented reality, here are some relevant links:

Fast Company

How Stuff Works

Wikipedia


UPDATE - Esquire Magazine has just released an issue complete with augmented reality features, including a welcome to the issue from Robert Downey, Jr.