AR / Augmented Reality
Technology that overlays digital content onto the real environment – via smartphone camera, tablet or AR glasses for visualisation, navigation and training.
Augmented reality merges the digital with the physical world. Instead of replacing reality (as in VR), AR adds digital information: 3D models, text, animations or navigation arrows shown directly in the camera view. What was science fiction is now everyday – from IKEA Place to industrial maintenance instructions.
What is AR / Augmented Reality?
Augmented Reality (AR) is technology that overlays computer-generated content in real time onto the physical environment. Unlike Virtual Reality (VR), which creates a fully virtual world, AR augments the real world with digital elements. AR uses sensors (camera, gyroscope, GPS, LiDAR), computer vision and 3D rendering to place digital objects in correct perspective and scale. Common platforms are ARKit (Apple), ARCore (Google) and WebXR (browser).
How does AR / Augmented Reality work?
AR systems first capture the environment: cameras provide images, sensors measure position and orientation, and SLAM (Simultaneous Localization and Mapping) builds a 3D map. Digital objects are placed on this map and move correctly with the device. Marker-based AR uses defined images or QR codes as anchors. Markerless AR uses feature detection to understand surfaces and space. LiDAR (e.g. iPhone Pro, iPad Pro) improves depth and allows more precise placement.
Practical Examples
IKEA Place: Customers see furniture at scale in their room before buying – fewer returns and higher conversion.
Industrial maintenance: Technicians see step-by-step instructions on the machine via AR glasses (HoloLens), including part numbers and safety notes.
Medical training: Students view 3D anatomy over physical models and explore interactively.
Navigation: Google Maps Live View shows arrows in the camera view – more intuitive than a 2D map.
Real estate: Buyers preview renovations, furniture or extensions in AR before committing.
Typical Use Cases
Product visualisation in e-commerce: Customers see products in their environment before purchase
Remote assistance: Experts guide on-site technicians via AR overlays without travelling
Training: Interactive AR instructions for assembly and maintenance
Architecture and construction: Plans and installations visualised on site with AR
Marketing and events: Interactive AR on packaging, in stores or at trade shows
Advantages and Disadvantages
Advantages
- Intuitive presentation: Complex data shown spatially and in context
- Fewer errors: AR instructions can cut human error in assembly and maintenance by up to 90%
- Cost savings: Remote AR support avoids expensive on-site visits
- Higher conversion: AR product visualisation can increase purchase intent by up to 40%
- Wide availability: Modern smartphones support AR without special hardware
Disadvantages
- Battery drain: AR is demanding on battery, CPU and camera
- User acceptance: Not all audiences are comfortable with AR or turning the camera on
- Development cost: 3D content and platform-specific optimisation are expensive
- Hardware dependency: Advanced AR (LiDAR, occlusion) needs recent devices
Frequently Asked Questions about AR / Augmented Reality
What is the difference between AR and VR?
What does developing an AR app cost?
Which devices support AR?
Related Terms
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