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2017 | t. 18, z. 4, cz. 1 Agile Commerce - świat technologii i integracji procesowej | 395--409
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New Interactive Technologies for Meeting the Needs and Achieving Profit : the Study on the Use of Augmented Reality in Marketing

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IT solutions like augmented reality (AR) significantly increase the flexibility of running business. AR is a system that connects the real world with computer generated visualizations supported by an object recognition software. The real word video is merged with 3D computer graphics generated in real time. As a result the user gets interactive and digitally manipulable information about the surrounding world. AR has many areas of application. It can be used in architecture, commerce, education, emergency, industry, medicine, military, navigation, sport and tourism. It can be also a very useful tool in marketing e.g. interactive dressing rooms, smart mirrors, AR catalogues, furniture visualizers, shoe and clothes samplers. Therefore augmented reality can meet the new needs of customers and generate profits for business.
The aim of the article is to present recent trends in using AR. The paper contains characteristics of augmented reality, recently developed AR tools for marketing purposes, benefits and risks (barriers) of AR tools adoption. At the end of the article the authors present conclusions derived from the analysis of recent scientific AR publications and AR related projects available on crowdfunding platforms and the proposal for the future research. (original abstract)
  • Maria Curie Skłodowska University
  • Lublin University of Technology
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