Augmented Reality allows us to interact with the physical world in truly remarkable ways by enhancing a user's environment with digital content. The Drum reported that AR can capture attention for over 85 seconds, when this is compared to the 8 second human attention span that Microsoft found in 2015, AR's power for marketing is undeniable.

But augmented reality has endless uses going beyond the advertising world. AR is currently used in medical training allowing complex surgeries and anatomy training to be carried out without the need to dissect cadavers or watch a live operation. It's also currently employed by Porsche mechanics to improve the efficacy of repairs as well as fighter jet pilots to eliminate blind spots and ameliorate threat-detection. Ikea introduced an at home application of AR in 2017 which allows users to digitally place furniture within their own homes. This meant users could accurate determine what furniture would suit their home aesthetic from the comfort of their own home and led to a 50% increase in Ikea's digital sales by 2019.

In addition to shopping and educational purposes, AR can fundamentally change the way products are designed. One example is product design or CAD models; these models were previously entirely digital and remote but now can be viewed and ‘held’ while they are being made, thanks to augmented and virtual reality. This can completely revitalise the creative process by underlining necessary improvements, highlighting new design opportunities and allowing market research before a physical prototype is constructed.

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