How Augmented Reality May Be the Future of Live Events
Augmented reality (AR) is becoming increasingly important in the future of live events, enhancing both in-person and digital experiences. Experts are discussing how AR leverages 5G technology and IoT data to deliver rich content through immersive experiences. AR is not just about visual effects but also about delivering content that enhances storytelling.
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Key takeaways
Augmented reality is becoming a critical tool for event organizers to enhance both digital and in-person events.
5G technology and IoT data are pivotal in enabling the rich content and capabilities of AR.
The core of AR is not just visual effects but delivering content that enhances storytelling.
The way we communicate, share data and use technology to act on those insights is changing – and it’s all leading to the cloud.
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Leveraging augmented reality (AR) for in-person and digital events is becoming an essential technology tool for event organizers. After a year of everything virtual, what will AR’s role in the future of immersive? In the Cloud host Daniel Litwin asked this big question and more of guest Nicholas Robbe, CEO of Hoverlay. Hoverlay is an AR publishing platform and camera browser solution.
Robbe started with an AR explainer. “It’s a medium that sits between traditional content and physical events. It can enhance in-person and remote events. AR brings content through the camera with an illusion of presence bringing people closer to it.”
While AR was gaining in popularity, the last year, according to Robbe, “pushed the envelope on virtualizing a space.”
However, Robbe noted that the visual effects aren’t the core. “It’s a way to deliver content, and AR is rooted in the content. The effects don’t replace the storyline.”
One great example of this that Robbe shared was the placement of holograms around physical art collections of the artists. “It’s a new form of experience where people can learn from the artist what the art actually means.”
Bringing AR to scale isn’t easy and requires integrations and support. Robbe described what’s driving this capability. “5G is enabling connectivity for very rich content that includes 3D models and video. The hardware is another need, and input from sensors and IoT that collect data.”
Robbe’s parting advice for those organizations that want to use AR was “don’t think about AR.” He continued, “Think about the emotional state you want the public to get to and go from there to think about how to use AR to get to that end.”
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About the author
Daniel Litwin is a journalist of multiple disciplines focused on finding and telling engaging stories for B2B communities. He has interviewed executives from Fortune 500 companies including Honeywell, Microsoft, John Deere, and Chipotle, and leads editorial direction at MarketScale. Litwin hosts weekly shows and podcasts while helping develop new content approaches across the MarketScale platform. He holds a B.J. in Radio/Television Reporting/Anchoring and a B.A. in Spanish from the University of Missouri-Columbia.
