Marketing is one of the first fields where AR landed when it first began. The visual impact of this technology makes it very attractive to potential customers, and it can be used from generating a wow effect to explaining the qualities of the products.
When it began, AR was mainly used to impact users. A new technology, close to the concept of holography, that let us see ourselves and others surrounded by virtual elements and characters, was a good enticement. Big brands started using it in commercial centers where people could see themselves on a big screen next to virtual animals, dinosaurs, or famous characters. With mobile devices being widespread, AR marketing techniques have changed: the user is now in charge of the experience and can interact with it. Brands could now go beyond the wow effect and create functional experiences to promote and sell...