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Adoption of Virtual and Augmented Reality by B2B Manufacturers, and more.
Anders Olsen
February 24, 2025
Welcome to today's Augmented Reality news.
Hi fellow AR fans.
Today we look into some more technical stuff, and how AR and XR can be used in design and functionality.
Enjoy your reading!
Today’s Topics:
Niantic Unveils "CoCreatAR" at CHI 2025: Enabling Remote Collaboration for Better Outdoor AR Experiences
Companies Navigate the Risks and Rewards of Immersive Tech in Global Markets
Fast Face Tracking Boosts Augmented Reality Experiences
Adoption of Virtual and Augmented Reality by B2B Manufacturers
Source: Nianticlabs.com
What you’ll learn:
Niantic Labs has developed CoCreatAR, a system that helps remote developers create better outdoor augmented reality (AR) experiences by collaborating with on-site partners in real-time. Instead of relying on outdated maps, developers can view live video, audio, and 3D scans of a location, helping them place virtual objects more accurately. This system improves confidence, reduces travel, and enhances AR design. Niantic will present their findings at the Conference on Human Factors in Computing Systems (CHI), with hopes of improving future AR tools and services.
Key Points:
Challenge: Developers often work remotely and struggle to design AR experiences for real-world locations accurately.
Solution: CoCreatAR enables real-time collaboration between remote developers and on-site partners via live video, audio, and 3D scans.
Benefits:
Helps developers see dynamic conditions (e.g., traffic, crowds, lighting).
Allows instant adjustments to virtual objects.
Reduces travel needs and increases confidence in design.
Future Impact: Learnings from CoCreatAR could improve Niantic’s AR tools, making experiences more immersive and accurate.
Why this is important:
This is important because it solves a major challenge in outdoor AR development—ensuring virtual elements fit naturally into real-world environments. Without real-time feedback, developers risk placing objects in ways that don’t align with actual conditions, leading to misplaced AR elements, poor user experiences, and frustrating design limitations.
CoCreatAR offers a groundbreaking way to bridge this gap by enabling real-time, remote collaboration, allowing developers to see and adapt to live conditions like traffic flow, lighting changes, and crowd movement. This means:
More accurate and immersive AR experiences for users.
Less travel and lower costs for developers.
Faster and more confident design processes, reducing trial and error.
Ultimately, tools like CoCreatAR push AR technology forward, making it more reliable, engaging, and seamlessly integrated into the real world.
What you’ll learn:
Global businesses are increasingly using augmented reality (AR) and virtual reality (VR) to enhance customer experiences, such as trying products virtually or exploring brand worlds. However, a study led by the University of Maryland found that immersive technologies do not work the same in every market due to cultural differences. Multinational companies face the "Liability of Foreignness" (LOF), meaning they struggle to connect with local consumers through XR (extended reality) if cultural nuances are overlooked. The research, conducted in South Korea, found that highly interactive but less realistic XR experiences can create cultural mismatches, reducing brand engagement. However, new brands or products face fewer LOF challenges, and companies can mitigate risks through strategic local marketing and community-building.
Key Points:
Cultural Differences Matter: XR experiences must be adapted to local cultures to be effective. A strategy that works in one country may not work in another.
Risk of Cultural Mismatch: Highly interactive and stylized XR can create disconnects if not aligned with local preferences.
New Brands Have an Advantage: Consumers focus more on the novelty of a new product rather than cultural mismatches.
Local Engagement Reduces LOF: Companies that invest in local marketing and build their own platforms for direct customer interaction can overcome LOF challenges.
Strategic XR Implementation: Businesses should start with simpler XR applications in unfamiliar markets and gradually introduce more advanced features.
Why is this important?
This is important because as businesses increasingly use AR and VR to engage customers, they need to understand that one-size-fits-all XR strategies don’t work across different cultures. If companies don’t tailor their immersive experiences to local markets, they risk losing customer engagement and damaging their brand.
The study highlights that cultural mismatches in XR can reduce brand buzz and customer interest, making it harder for foreign brands to compete against local companies. However, by investing in local marketing, choosing the right XR approach, and building a community, businesses can overcome these challenges and make XR a powerful tool for global success.
In short, understanding cultural differences in XR can help businesses avoid costly mistakes and create more effective, engaging customer experiences worldwide.
What you’ll learn:
Augmented Reality (AR) is revolutionizing industries like entertainment, fashion, and makeup, with Dynamic Facial Projection Mapping (DFPM) emerging as one of the most visually impressive techniques. DFPM projects dynamic visuals onto a person's face in real-time, adapting to their facial movements and expressions. However, technical challenges like face tracking speed and alignment errors have limited its potential. A research team from the Institute of Science Tokyo, Japan, led by Yoshihiro Watanabe, developed innovative solutions to these challenges. Their advancements include a hybrid face-tracking method that combines fast and accurate detection techniques, as well as a new projector-camera setup to minimize projection misalignments. These breakthroughs enable high-speed, high-accuracy DFPM, which could transform industries by creating more realistic AR experiences.
Key Points:
DFPM projects dynamic visuals onto a moving face in real time.
Technical challenges include speed and misalignment errors.
A Japanese research team developed a high-speed, high-accuracy DFPM system.
Innovations include hybrid face-tracking methods and a new projector-camera setup.
These advances could enhance AR experiences in entertainment, fashion, and makeup.
Why is this important?
This research is important because it overcomes some of the major challenges limiting the full potential of augmented reality (AR) in dynamic and immersive applications. By improving the speed and accuracy of facial tracking in real-time, the advancements in DFPM can make AR experiences more seamless and lifelike. This could significantly enhance industries like entertainment, fashion, makeup, and art, where realistic, interactive visual effects are becoming more crucial. For example, it could lead to hyper-realistic virtual makeup applications, stunning AR performances, or next-level fashion shows where visuals adapt perfectly to the wearer’s movements. The breakthroughs in alignment and face tracking also pave the way for future innovations, bringing us closer to a world where AR feels natural and fully integrated into everyday life.
Source: channelx.world
What you’ll learn:
In 2025, nearly half (48%) of British B2B manufacturers will prioritize investments in Augmented and Virtual Reality (AR/VR) to meet the demand for digital B2B buying experiences similar to those in B2C. Other key areas of investment include Generative AI for translations and descriptions, 3D product visualization tools, and Configure Price Quote (CPQ) software. As B2B buyers increasingly rely on digital channels like self-serve portals, social media, and product websites, manufacturers are focusing on providing more accessible and engaging online product information.
Key Points:
48% of British B2B manufacturers will invest in AR/VR technologies in 2025.
Other investment priorities include Generative AI (41%), 3D visualization tools (41%), and CPQ software (41%).
B2B buying is increasingly influenced by B2C channels like self-serve portals, social media, and product websites.
52% of B2B manufacturers plan to make more product information available online.
43% of manufacturers have adopted a Product Information Management (PIM) system.
Why is this important?
This is important because it shows that B2B manufacturers are recognizing the shift towards a more digital and consumer-like buying experience. As B2B buyers increasingly expect the convenience and personalization found in B2C interactions, manufacturers must adapt by investing in advanced technologies like AR/VR, AI, and product visualization tools. By doing so, they can meet customer expectations for a seamless, self-serve, and engaging buying process.
In addition, the rise of digital channels like self-serve portals and social media means that B2B companies need to provide accessible, high-quality product information to stay competitive. Those who invest in these technologies and digital strategies are more likely to strengthen their customer relationships, increase sales, and stay ahead in an evolving market.
THINGS HAPPENING IN AR
Superside.com: Study Reveals How Augmented Reality Is Revolutionizing Word-of-Mouth Marketing.
tribuneindia.com: Paris Artist Julie Stephen Chheng’s “Uramado” AR Installation Wows Audiences with Innovation.
Whiznews.com: Invisible Ground Revives History with Innovative Augmented Reality Marker.