Microsoft Brings Augmented Reality Feature To Windows 10

What Happened
If you think augmented reality is something that has to be experienced with pricey smart glasses, think again. Microsoft is integrating an augmented reality viewer in Windows 10 later this year, which will allow WIndows users to interact with 3D objects that are created in 3D Paint against the real world via live video captured by a webcam. This feature is announced on Tuesday during Microsoft’s education-focused Windows event in New York City, where the company ran a demo showing how 3D objects can be displayed on a tablet via an AR viewer.

What Brands Need To Do
Championed by major tech players such as Snap and Facebook, augmented reality is quickly gaining momentum as the next frontier for digital interactions. Microsoft also has a solid lead in AR with its HoloLens headsets, which the Lab has one ready for demo. Bringing AR to laptops should help further propel adoption. Even though we are still in early stages of AR development, brands looking to stay ahead of the curve need to start thinking about how your brand may leverage AR to engage with consumers and offer extra value. For a CPG brand, that could be surfacing additional AR content via smart packaging, whereas an autobrand may leverage AR to enhance the test drive experience at dealerships.

Source: Engadget

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Manager of Strategy & Content, IPG Media Lab

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