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US military plans to buy AR software from Microsoft
Welcome to today's Augmented Reality news.
Hi fellow AR fans.
These are the hot topics for today:
Why is the US military going into the AR field?
How does AR help Monster Energy drinks, and is this the beginning of a trend we will see more of?
Using AR in various industries is nothing new, but right now this is taking off.
Enjoy your reading!
US Military Spend Millions on Microsoft’s Augmented Reality
Image source: (U.S. Army photo by Jason Amadi, PEO Soldier Public Affairs
Army seeks $255 for AR gear.
The Army plans to spend $255 million in fiscal 2025 on 3,162 units of the latest IVAS variant for testing.
An additional $98 million will fund research and development.
IVAS is a high-priority modernization initiative featuring ruggedized headgear with augmented reality capabilities.
The new IVAS 1.2 variant aims to address soldier feedback and enhance combat capabilities.
Operational testing is set for fiscal 2025 with a goal of transitioning IVAS by October 2025.
The IVAS program's potential value could reach $21.9 billion.
Read more HERE
Monster Energy Ultra debuts Fantasy Ruby Red, a zero sugar flavor, with an immersive AR experience unveiling custom can art in Venice, Los Angeles. Participants engage with digital and physical artistry, experiencing a multisensory journey blending taste and technology. Powered by AR/T HOUSE, the event showcases vibrant visuals and soundscapes, allowing attendees to explore characters from the can in augmented reality.
Monster Energy Ultra introduces Fantasy Ruby Red, a new zero sugar flavor, with an immersive augmented reality (AR) experience revealing custom can art.
Participants engaged with digital and physical 2D and 3D artistry through smartphones and tablets, experiencing a multisensory journey where taste meets technology.
AR/T HOUSE, Monster's partner, powered the app-less augmented and mixed reality technologies, allowing attendees to witness the Ruby Red flavor unveiled in a larger-than-life format.
AR/T HOUSE created vibrant visuals and dynamic soundscapes for attendees to engage with, immersing them in the AR environment and allowing them to explore characters typically confined to the can.
Image source: gorodenkoff / Getty Images.
Experiential retail is becoming increasingly crucial, with Francesca Nicasio emphasizing the significance of in-store experiences over mere sales. Emerging technologies like virtual reality (VR), augmented reality (AR), smart mirrors, and artificial intelligence (AI) are transforming shopping by:
- VR and AR: Offering immersive shopping experiences by blending digital and physical realms, allowing users to virtually try on products.
- Smart Mirrors and Interactive Displays: Allowing consumers to digitally try on clothes and enhancing in-store experiences with overlays and product information.
- AI and Product Recommendations: Personalizing shopping experiences by analyzing consumer data and providing tailored product suggestions, leading to increased customer engagement and loyalty.
These technologies not only surprise and delight customers but also foster appreciation and loyalty, ultimately driving repeat sales and success for retailers.