Forbes/ Rachel Arthur/ October 31, 2017
â€śAt some point, weâ€™re going to look back and think, how did we not have a digital layer on the physical world,â€ť Greg Jones, director of VR and AR at Google, said at Shoptalk Europe earlier this month.
The role of augmented reality (AR) is set to be transformative, he argued, and thatâ€™s particularly the case when itâ€™s applied to retail.
Those words were echoed in an interview with Apple CEO, Tim Cook,Â published by Vogue magazineÂ around the same time, in which he said he believes AR will impact everything from runway shows to shopping. â€śOver time, I think [these features] will be as key as having a website,â€ť he commented.
The fact is both Apple and Google are facilitating this happening. While AR has been around for many years, 2017 will be marked as the beginning of mass consumer uptake, thanks to the smartphone integration weâ€™re starting to see.
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