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November 24, 2016

VR, AR and AI – what is possible now and in the near future

At Web Summit 2016 in Lisbon the focus on Virtual Reality (VR), Augmented Reality (AR) and Artificial Intelligence (AI) dominated the presentations and these technologies were a recurring topic. But how and when can they be used by companies engaging with their audiences.

These technologies have been discussed for decades but now the technology needed for these to have a real impact is in place. The computer graphics has gone from simple 2D lines to realistic 3D graphics and the processor requirement for AI analysis is now available in your mobile phone.

So what possibilities are there for a new innovative way to communicate with your audiences today? Here are some trends and news we picked up at this year’s Web Summit.

AI – Artificial Intelligence

According to Facebook they now have the possibility to automatically interpret images into text describing what’s in the image. This technology can for instance improve the online experience for people with disabilities.

Affectiva is a company that has created an emotion detecting software which can be used for customer service among other applications. The software can in real time perform analysis of the emotions of clients to see if they are happy, angry or frustrated in order to create the right response.

The health sector can also benefit from integrating artificial intelligence. A human doctor would need to spend 23 hours a day to keep up with all published information on new research. All data collected about a patient in journals are increasing and adding all the information collected via wearables means information overload.

Artificial Intelligence can assist in performing evaluations before the patient meets the doctor to help speed up the process and make sure the patient meets the correct doctor. Already today there are API’s available to utilize IBMs Watson technology on which these solutions can be built.

VR – Virtual Reality

There were several examples showcased where VR was used in games but not that many used for communication challenges. However - one of the more interesting examples was how non-profit organisations could utilize VR to move the visitors into the lives of say for example a refugee in a refugee camp. This creates increased engagement and more willingness to support their initiatives.

AR – Augmented Reality

Adding additional information to the real world creates a huge opportunity to make the product as a medium for communicating. For example, a shopper can point their mobile phone camera to a product and get additional information like facts, prices, closest dealer and current campaigns.

Blipper is a company providing an augmented reality browser for mobile devices. They noticed when they ran campaigns for large brands, that the browser was used and liked by the customers but also that the customers on average spontaneously tried it on 26 other random products.

In environments where you cannot easily use your hands to access a mobile for more information AR can include video sensors to track hand movements that will be a huge help to navigate information interfaces.

The next step in the development will be in creating transparent glasses where virtual reality and augmented reality have the opportunity to meet. Then we will really see some interesting applications and enhancements to the user experience.


If you want to know more about Web Summit 2016, or talk about how VR, AI an AR can impact your business get in touch with us! Johan Sixtensson, Head of Sales at Comprend, johan.sixtensson@comprend.com, +46 76 109 05 42.


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