Augmented Reality and the 'Sixth Sense'.

   Technology is reaching a stage whereby we have developed everything around us to the restrictions of our senses, our physicality – our literal, physical existence. As we become more and more reliant on technology, it is easy to see that we rely less and less on ourselves. Years ago we walked, then we demonstrated our inclination to make life easier for ourselves using nature and common sense by riding horses. We have made a number of technological advancements since then such as the steam engine, train, car, airplane etc and now…  developments in electric vehicles that will drive us around without any active operation. This demonstrates our need to constantly save time, energy and effort at an extremely accelerated pace.

   The same can be demonstrated in response to the development of ‘Augmented Reality’ technology. Pranav Mistry’s ‘Sixth Sense – wearable gestural device’ for example is a device that ultimately saves time, energy and effort. Sixth Sense relieves one of the mental effort it takes to make a decision about what products to buy in a supermarket, or, the physical effort it requires to take your mobile phone out of your pocket to call somebody.

   It may appear as a gimmick at this stage, though we cannot ignore it. Over the past 15 years or so, the Internet has changed the way the world operates; however, it has (primarily) existed within the limits of the screens on which we view it. This device is the first step in dissolving the boundary between virtual, and reality. The ‘real world’ and the ‘digital world’ will eventually exist on one platform. People said the World Wide Web would never catch on.

   Advertisers must consider and take advantage of this developing technology or risk being left behind. Advertising must always be at the forefront of technological development. It interests people.       If decisions are going to be made for people based upon person preferences input into an interactive device, or, a potential buyer is presented with endless statistics, reviews and suggestions every times they visit the supermarket, a brand must not ignore this technology. A Brand must get involved with it, selling their products based on much more than just packaging and price alone.

   If a buyer selects his own personal preferences via a digital decision making system, it could therefore be easier to target that person as spontaneity, environmental and physical elements are eliminated from the decision making process. 

(Image - www.coldscoop.com).