15 Oct 2021 | Mike Boland
AWE Talks: The Future of Shopping is in 3D
Augmented Reality

Welcome back to AWE Talks, our series that plucks the greatest hits from the vast AWE conference archive. To get the juices flowing for AWE USA 2021, we're highlighting insightful videos from the recent past. 

After the last few weeks' AWE Talks focused on the metaverse, we come back down to earth with a "meat & potatoes" XR topic: AR shopping. It continues to show promise as a utility for consumers and a marketing medium for brands. 

But there are still ample challenges in launching AR marketing programs and campaigns. VNTANA Co-founder & CEO Ashley Crowder breaks down the why and how
See the full video below along with TLDR (or TLDW) quick-hit takeaways.

– eCommerce has inflected in the Covid era, opening the door for technologies that can enhance remote shopping.
– AR scratches that itch by bringing product dimension and perspective back to shopping.
– Barriers have also come down to create AR experiences, given platforms like Snap's Lens Studio.
– Social feed apps like Snap and Instagram are also getting more transactional, meaning AR is on a collision course with social commerce. 
– 50 percent of Instagram users discover new products on the app, while 200 million users visit at least one business profile per day.
– Google Swirl is another sleeping giant, given its ability to distribute AR experiences at Google-scale
– Panning back, there's still friction and fragmentation due to various file formats, which calls for standardization or the "jpeg of 3D"
– Meanwhile, tools like VNTANA can streamline 3D experience creation by compressing and processing 3D models optimally. 
– Lastly, most adoption barriers are cultural. Design and marketing teams shouldn't be siloed but rowing in the same direction for AR success. 

See the full discussion in the video below... 

  Want more XR insights and multimedia? ARtillery Intelligence offers an indexed and searchable library of XR intelligence known as ARtillery Pro. See more here.  


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