webAR #3: What are the problems in using web AR?
The importance of web AR is growing, because with virtual reality, it strongly engages generation Z, which marketers care a lot about. However, this does not mean that web AR does not have drawbacks!
The web AR engine is based on artificial intelligence that learns to look for markers in the image, such as graphics, a predetermined word or colour. When they are detected, the system reproduces the predetermined effect and adds it to the smartphone's camera view in real time.
How does this work in practice? We will explain using the example of a campaign we carried out together with the editorial team of the Gazeta.pl portal and the 180heartbeats JUNG v MATT agency. Our aim was to produce an errata for the famous textbook by Professor Wojciech Roszkowski, designed for the subject History and the Present, that would be attractive to young people.
All that is needed to check which parts of the text contain manipulation is a smartphone with a built-in camera and a web browser. The user does not need to install any application!
As the camera scans the pages of the textbook, the artificial intelligence analyses their editorial layout: the positioning of images, titles or sub-headings. When it detects a piece of text questioned by the experts reviewing the publication, a graphic animation immediately appears on the phone's screen, informing the user that the content requires a correction or additional commentary. The student can read the correction or navigate to sources digging deeper into the topic. Read more about this campaign in our case study.
The smooth operation of web AR requires real-time processing of huge amounts of data. That is why we provided the campaign with a stable IT environment, reliable servers and fast data transfer. This is not the only challenge. Here is a list of limitations and issues in using webAR that you need to be aware of:
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