When everything becomes a media surface
AR landscape is becoming wider
Novel technologies enable us to be active in many different dimensions and mediums at the same time. Over the years, we have already seen some interesting and compelling examples of AR/VR applications. For example, an immersive virtual tour in a museum. Travelling through an Oculus helmet. Smartphones that work as AR lenses, enabling us to explore the world beyond. AR/VR applications have created new layers in our reality and experiences. This poses new interesting opportunities for a wide range of industries: a Technavio study shows an incredible 125 billion USD growth in AR/VR market between 2020 and 2024.
Synthetic media challenges the way we interpret content
Fast development of AI enables new forms of illusion. AI algorithms can be used to create realistic videos, called deep fakes. The technology has also been used to produce authentic-looking fake writing and pictures. Called as synthetic media, the AI based algorithms and tools have triggered concern about their ability to spread any kind of harmful disinformation. New forms of technology challenge our capability of consuming and understanding digital content. Who is to say what is real and what isn’t?
New technology enables deeper customer experience
AR content can work as the extension of the brand itself. It enables location-based content in a subtle way. Applications such as educational materials, art, brand materials and advertising can be placed in the digital world in a way that doesn’t interfere with the physical surroundings. However, discovering the hidden content can be a fun, playful and rewarding experience for the user.
Besides creating deeper customer experience, AR/VR technologies enable new income streams for different businesses, from big global enterprises to small companies. According to a study by Vertebrae, 68% of the shoppers are likely to buy from retailers who offer AR experiences.
Change in the media landscape
The physical space can transform into a digital advertising platform where entrepreneurs can promote content that supports their brand and business. Another example of novel revenue streams are virtual galleries where customers can own digital artefacts that utilize NFT technology. Emerged only a relatively short while ago, NFT and blockchain entail many opportunities for alternative revenue streams.
Pop-up content in spaces and on surfaces
We are expected to see a rapid growth in AR applications in the near future. The rise of digital twins and metaverses create alternative dimensions and worlds that can merge into our physical surroundings. We expect to see a new kind of rise in pop-up content where every space can be a media surface.
Go and explore this future scenario in Bob Hair Helsinki, Fredrikinkatu 20, Helsinki.
The installation has been concepted and executed in cooperation with Yle and Loihde Factor.
Contributing artists: saxophonist Mikko Innanen and sculptor Raimo Saarinen.