In simple terms, augmented reality (AR) is a live camera view of the physical environment augmented with computer-generated elements that provide additional information or experiences. Its application potential is vast: gaming and other forms of entertainment, medicine, translation, location/travel assistance and commerce, to name just a few. Probably the most familiar example of augmented reality, at least to American sports fans, is the computer-generated first-down line imposed over the real-live action in football broadcasts.

For marketing purposes, it can be the best of both worlds—offering the real-world advantages of touch, sight, sound, smell and taste with additional interactive digital enhancements. AR can be used to provide consumers with the latest deals and up-to-date information, enhanced product demonstrations, a view beneath the surface of an image or product, an interactive social media experience and more.

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