As I sat down to watch TV the other night, I saw a Home Depot commercial that caught my attention. Aside from pulling at my DIY heartstrings this commercial introduced the Home Depot 3D Interactive Gift Card, that includes an augmented reality feature. 

For those of you unfamiliar with Augmented Reality (AR for short), it is a term that describes the merging of the physical real-world environment with elements of virtual computer-generated imagery.  The combined effect is intended to improve your interaction with both “worlds.” 

For Home Depot, the AR program does just that.  Simply visit their website, hold up the 3D interactive gift card to any web cam and watch as the site displays a virtual 3D crate that loads up product recommendations based on the amount you have to spend on the gift card. 

The environment provides both a unique, brand-building experience, while also providing the added functionality of sifting through and serving up product content that matches the price constraint of the card.  The end result is a somewhat novel use of AR that allows Home Depot to differentiate an otherwise commoditized offering; however, it does fall short of fully leveraging the potential of the technology.

As the Home Depot example proves, AR has moved from the fringe - where it has been enjoyed mostly as a novelty concept - to one with mass appeal and practical application;  however, as with all new technologies, brands and companies seem to be struggling with finding a balance between gimmick and utility. 

Some of the best examples of AR do more than just repurpose the user experience, they improve upon it.  A few examples include:

Samsung has developed an AR solution that allows you to measure out how a Samsung TV would fit into your room –

RTP offers its “REALSKI” AR iPhone Application that displays weather, trail markers, a compass and more –

Zugara produced an AR & Motion Capture Shopping Application that may change the way we buy clothes online –

Clearly the opportunities for the technology are boundless,  but enabling them in such a way, that pays careful attention to usability and human factors, will prove to be the difference between novelty and real utility. 

Imagine the possibilities for your company.  If you are in the construction business, you could use AR markers to position support beams.  Museums and other tourist sites could use AR markers to replace actual tour guides.

As an emerging and mid-size business, I’m interested to hear how you would adopt the technology?   What opportunities do you see in your world(s)?