The digital experience provided by AR packaging can take a variety of forms, including videos, animations, games, profiles, tours, etc., categorizable as information, entertainment, or a combination thereof. Packaging is a potent marketing tool, differentiating the branded product and serving as a visible cue of the product’s persona. The digital experience, therefore, should be consistent with that persona. As an example, it might be inconsistent for a pharmaceutical product to provide an experience meant to be entertaining and lighthearted, given the somber association between illness/discomfort and their alleviation.

The digital landscape in 2025 is evolving at an unprecedented pace, and one of the most transformative innovations shaping modern marketing is augmented reality (AR). Traditional marketing methods, while still effective, struggle to capture attention in a world where consumers are bombarded with information. Augmented reality, on the other hand, offers a way to break through the noise by providing immersive, interactive experiences that engage customers in a meaningful way.

Hangzhou continue d’être un centre d’innovation technologique en Chine. Après le buzz autour de Deepseek et du lancement du modèle d’IA avancé Qwen2.5-Max par Alibaba, une autre entreprise locale, Rokid, attire désormais tous les regards avec ses lunettes de réalité augmentée ultra-performantes.

There’s really no argument that all of the eXtended reality experiences available to us now are nothing but illusions. As believable as the visuals might be, it all breaks down when you try to take into account the other sense of the body. It isn’t just the sense of touch either, which is often what designers and inventors try to immediately address. Other senses, however, are even harder to recreate or fool. Our sense of taste, for example, is very complex and sophisticated, even if we try to distill them down to basic groups like sweet, sour, salty, etc. Virtual reality makes that even harder because you don’t have the real thing in front of you to put in your mouth. In the future, however, that might not be much of a problem, at least if this rather odd-looking device becomes the standard for VR tasting.

Every surface of the world is covered in ads, each its own intelligent app vying for her attention. A Godzilla-sized cat blocks out the sky, while a life coach urges her to run for efficiency, and a virtual puppy whimpers in her cart to buy more and more. Eventually, her identity is stolen, all of her XP (experience points) are lost. As the character stands on church steps, she signs the cross to join Catholicism, her life is reborn—with a new suite of thirsty apps.

For many years now, augmented reality has been positioned as a transformative technology that could revolutionize the way humans interact with the world. While its consumer applications — such as gaming, retail and entertainment — have caught attention, AR is also quietly gaining traction in the workplace, from warehouses and manufacturing to hospitals and educational institutions.

: La maison de mode numérique et incubateur Syky a lancé une nouvelle application pour le casque Apple Vision Pro. Grâce à cette expérience, les utilisateurs pourront explorer de nouveaux vêtements et collections provenant du répertoire croissant de créateurs de Syky.

En pleine ébullition, le marché des lunettes de réalité augmentée accueille les INMO AIR 3. Développées par la société chinoise IMNO, ces lunettes autonomes sont les premières à proposer les nouveaux écrans micro-OLED Sony en couleur, précise Ben Geskin. Elles disposent de dalles micro-OLED de 0,44 pouce et cette technologie assure un contraste élevé, des noirs profonds et une faible consommation d’énergie. Des caractéristiques idéales pour la réalité augmentée, associées à une définition Full HD (1080p) avec un taux de rafraîchissement de 120 Hz. La densité de pixels est de 62 pixels par degré (PPD), offrant une image nette et détaillée.

Xreal, une société de réalité augmentée, vient d’annoncer la sortie de ses lunettes Xreal One Series, dotées d’un écran spatial à trois degrés de liberté (3DoF) et d’une puce de calcul spatial indépendante. Les lunettes sont conçues pour offrir aux utilisateurs une expérience immersive et transparente.

Le métavers ne séduit plus les financiers. C’est le constat sans surprise de notre dernière analyse des données sur les investissements dans les startups innovant autour du métavers, de la réalité virtuelle et de la réalité augmentée. Ce secteur, qui faisait beaucoup de bruit il y a quelques années, semble avoir perdu de son attrait auprès des investisseurs en capital-risque. La baisse des investissements fait suite à une adoption décevante des casques et des principales plateformes du métavers.

La réalité augmentée sur smartphone a révolutionné notre manière d’interagir avec le monde numérique. Utilisée par des millions de personnes, elle est devenue l’un des outils technologiques les plus populaires, offrant une multitude d’applications dans des secteurs aussi variés que l’éducation, le commerce, ou les loisirs.

Universal’s newest Aperture solution intelligently fuses real-time video analysis from multiple cameras and AI-powered insights, integrated with ADS-B information, audio assistance, and other sensors, to provide a comprehensive image with visual instructions displayed directly to cockpit and head-up displays. This augmented reality experience, combined with object and speech recognition, enables new features including visual positioning, obstacle detection, taxi guidance, and traffic awareness, empowering operators to make proactive decisions with intuitive real-world information while improving pilot safety in the air and on the ground.

To help motivate consumers to achieve their wellness goals, protein bar brand RXBAR, a brand of Kellanova, launched the No B.S. Motivator experience, which combined the power of augmented reality (AR) with its packaging. The immersive experience turned the packaging into pocket-sized motivators with the help of multi-marathon runner Matt James.

Did you know the average person sees 4,000 to 10,000 ads daily? This flood of ads disrupts and fills our screens. The solution could be augmented reality (AR). It might change how companies talk to us on our phones. What if ads were part of the content, not a break from it? Such ads, called interscrollers, pop up as you scroll, mixing with what you’re reading. They show up full-screen, demanding but not annoying. Users pay more attention and spend longer looking at them than usual.

In order to actually use these AR glasses though, you need to pair them with a device like a smartphone, tablet, PC, or game console. And up until now, that meant using them with a third-party device. But now the company has launched a phone-like, pocket-sized Android device called the XREAL Beam Pro that’s designed to work with XREAL glasses. It’s available for pre-order now for $199 and up and should begin shipping in mid-July.

GE HealthCare and MediView XR, Inc. announce the first installation and clinical use of augmented reality solution OmnifyXR Interventional Suite at North Star Vascular and Interventional in Minnesota. Heads-up holographic display aims to transform the interventional room and help advance the delivery of precision care across a variety of interventional procedures.

Snap is exploring full-body augmented reality as well. With the release of its most recent generative AI technology, Snapchat, the well-known social media platform owned by Snap, is moving its augmented reality (AR) capabilities to the next level. With the help of this revolutionary development, people who record themselves with their phone cameras will be able to create more realistic and immersive special effects.

The space, which was significantly buzzier a few years ago, has apparently lost its cachet with VCs. Dwindling investment comes on the heels of disappointing adoption for the gear and leading metaverse platforms.

GenAI alimente déjà les Bitmoji Backgrounds, Chat Wallpapers, Dreams, AI Pets et AI Lenses. À partir de descriptions textuelles, un modèle de diffusion d'image permettra aux utilisateurs de Snapchat de générer leur propre filtre complet de réalité augmentée.

Have you ever wondered how your phone can also display a virtual television in your living room or show new furniture in your home? This can be easily done by Augmented Reality (AR) in mobile apps. Here’s how it works: Your phone camera views the surroundings. The app uses smart AR technology to understand this view. Then, it adds digital images like a television or couch on your screen’s view of the living room. It blends the real world with digital elements, making it seem realistic.