The world of augmented reality (AR) and virtual reality (VR) is rapidly evolving, and with it, so too is the concept of mixed reality (MR). MR combines elements of both AR and VR to create a more immersive and interactive experience for users. In this article, we will explore how mixed reality builds upon augmented reality according to Accenture’s TQ (Thought Intelligence Quotient), an AI-powered platform that helps organizations make better decisions by analyzing data, insights, and human intelligence.
Firstly, let’s define what is meant by mixed reality. In simple terms, MR blends digital objects with the real world in a way that creates a seamless, interactive experience for the user. For example, using AR-enabled glasses, you might see digital information overlaid on top of the physical world around you.
By adding the immersive nature of VR, we can take this experience to the next level and create truly engaging, interactive experiences that blur the line between reality and virtual worlds.
Now, let’s delve into how MR builds upon AR according to Accenture’s TQ. The platform analyzes data from various sources, including social media, online reviews, customer feedback, and other insights, to identify patterns and trends in consumer behavior. This data is then used to develop personalized recommendations for businesses, helping them to better understand their customers and improve the overall customer experience.
In the context of MR, Accenture’s TQ can be used to identify which AR technologies are best suited for specific use cases. For example, if a business wants to provide its customers with an immersive shopping experience, Accenture’s TQ might recommend using VR headsets or other advanced AR devices that offer a more interactive and engaging experience.
One of the key benefits of MR is its ability to create a more personalized and interactive experience for users. By blending real-world objects with digital content, we can create experiences that are tailored to individual preferences and needs. For example, an e-commerce business might use AR technology to enable customers to try on clothes virtually before making a purchase. This not only provides a more engaging shopping experience but also reduces the number of returns, ultimately saving the business money.
Another key benefit of MR is its ability to create more immersive and interactive experiences in areas such as education and training. For example, AR-enabled medical students might use MR technology to practice surgeries in a virtual environment, providing them with a safe and controlled space to learn and improve their skills. This not only improves the overall learning experience but also reduces the risk of harm to real patients.
In addition to its ability to create personalized and immersive experiences, MR can also be used to improve operational efficiency in businesses. For example, Accenture’s TQ might recommend using AR-enabled devices to help warehouse workers locate products more quickly and efficiently, reducing the time spent searching for items and ultimately increasing productivity.
While the potential benefits of MR are clear, there are still some challenges that need to be addressed before it can become a mainstream technology. One of the biggest challenges is the high cost of AR and VR devices, which can make it difficult for businesses to justify the investment in this technology. However, as the market for these devices continues to grow, we can expect prices to come down over time, making MR more accessible to a wider range of businesses.
Another challenge is the need for specialized skills and expertise to create AR and VR content. While there are many tools available that make it easier to create AR content, there is still a high level of technical skill required to create truly immersive and engaging experiences. As the market for MR continues to grow, we can expect more resources and support to become available to help businesses overcome these challenges.
Case Study: Sephora’s Virtual Artist
One example of how AR technology has been used to improve the customer experience is Sephora’s Virtual Artist. This AR-enabled app allows customers to try on makeup virtually, providing them with a personalized and immersive shopping experience. By using the app, customers can see how different makeup products look on their skin in real time, without having to physically try them on.
The Virtual Artist has been a huge success for Sephora, with over 25 million downloads worldwide since its launch in 2017.