Augmented Reality (XR), a combination of Augmented Reality (AR) and Virtual Reality (VR), promises to deliver the most immersive and true-to-life experiences ever created. Also, as VR seeks to mirror the real world in virtual settings, a user’s actual behavior may be at least partially a reflection of the learnings and behaviors formed or established in the virtual environment.
It can create feedback loops that positively impact users in a variety of ways, or create potentially problematic issues. XR application developers may not intentionally design such feedback loops, but unintended consequences can still occur, and VR environment designers intentionally take advantage of feedback loops. and may achieve positive results.
What sounds abstract and theoretical has concrete priorities in the world of sports. In 2016, new york times “games like FIFA, designed to reflect the reality of the sport, helped change it, and inspired professional athletes and front offices. ”Football video games like Electronic Arts FIFA Not only does it attempt to realistically create real-world game situations, but it also modifies the actual behavior of some soccer players.
Creating effective and secure virtual environments
Many real-world soccer players enjoy soccer video games, where they strategize and find their way into the game on the field. Players such as Everton’s Alex Iwobi believe that the moves used in these video games influence a player’s real-world soccer play. Also, former Arsenal manager Arsene Wenger has called world-famous player Lionel Messi a “PlayStation footballer” and said that video games on consoles such as the Sony PlayStation are Messi’s real world counterparts. claimed to have influenced the football movement of
Therefore, it is suggested that video games are not merely representations of real-world games, but influences on real-world games. If such phenomena occur in traditional video games, it is easy to imagine that similar effects will occur more frequently and be more pronounced in highly immersive virtual environments.
There is also a lot of evidence from the medical field about the impact VR will have on the real world. A related concern is highlighted in this case.Developed by the Creative Technology Institute at the University of Southern California Brave MindVR-based An interactive therapeutic tool for assessing and alleviating post-traumatic stress disorder (PTSD).the project is US Army SoldierStrong program To help veterans find a way back into civilian life and move on after traumatic events.
Brave Mind Pair video game image It provides various stimuli such as sound, vibration, and scent. Its purpose is to bring back memories of the trauma that veterans had to face. The application features a wide range of settings, including a remote Afghan village and a crowded market in Baghdad. full of attackers and passers-byLike many therapeutic VR tools, this application allows medical staff to create an effective and safe environment for facing trauma.
It’s worth noting that the developers of Bravemind paid attention to developing an environment featuring video game-like landscapes. They deliberately avoided using highly photorealistic representations. Rather than helping veterans learn how to deal with past trauma, the developers hope to prevent patients from having to face life-like environments that can cause further trauma. was
Bravemind’s designers had the psychological expertise to create useful features and expressions. However, as technology advances and representations become more and more realistic, concerns will emerge about how the immersive environments of virtual worlds affect the psychological responses and well-being of people in the real world. In other words, when will VR become real and become a part of, blend into, or spill over into real life?
new channel for business
Marketing departments see VR and AR as new advertising and sales channels to introduce brands and products to users. Some envision metaverse retail stores that complement current brick-and-mortar stores and online shops. But VR offers options to engage with consumers in entirely new ways by enabling experiences that allow consumers to try new activities that they might not initially try in real life. VR presents an opportunity to convert previously hard-to-reach consumers. Early examples of such efforts go back more than five years.
Outdoor gear provider The North Face commissioned VR content that allows shoppers to experience Yosemite National Park in California and the canyons of Moab, Utah. Similarly, outdoor gear retailer Moosejaw created his VR app in 2016. These efforts were not continued, but the basic ideas are still valid. As VR technology becomes more accessible, more and more applications will allow consumers to immerse themselves in their outdoor adventures and sports and get a taste of what such an experience feels like.
Other companies that have launched memorable VR campaigns include: Footwear Company Merrell’s Virtual Hike and sportswear manufacturers adidas delicatessenIn contrast to other VR applications that only aim to create another sales channel, VR allows consumers to engage in activities that consumers may initially perceive as too risky or too expensive. You can check Here, VR fuels the appetite for real-life adventures and the accompanying appetite for sales.
Similarly, AR can have a lasting impact on the real world.Jeremy Bylenson, Founding Director Virtual Human Interaction Lab at Stanford University, “When does the brain treat virtual and augmented reality as if they were real?”, which explores XR-related effects on humans. His team found that people changed how they interacted with the real world after wearing an AR device.
For example, after seeing a virtual person sitting in a chair, an individual avoids sitting in the same chair in the real world. It also seems to be affected by the presence of the virtual avatar in the same way as if a real person were sitting next to it. Byrenson explains: Using Augmented Reality Technology It can change where you walk, how you turn your head, how well you perform tasks, and how you socially connect with other physical people in the room. ”
Weave the virtual and physical worlds together
Currently, the living area is divided into AR, VR and IRL (real life). However, AR and VR represent the ends of the range. Despite the technical differences, bundling them into XR makes sense. Given that both feature virtual elements, perhaps entire landscapes, only the extent to which real objects and environments play a role makes a difference.
This leaves the distinction between virtual life and real life. But early online information and e-commerce shows that even this distinction is false. In the 1990s, the distinction between physical and online functionality and physical and e-commerce stores seemed to neatly divide the world.
Perceived contrasts of relevance, use cases, and benefits no longer exist. Online navigation and reviews help consumers find stores and restaurants. The brick-and-mortar store also serves as warehouse space for online deliveries. Mobile commerce complements the consumer’s in-store experience.
Due to its very nature of augmenting real-world objects and landscapes, AR seamlessly interweaves with the physical world. But VR will also become another available source of information access, communication channels, and shopping opportunities. Users combine AR, VR, and real life to their liking. XR becomes a real-life experience through digital.
Perhaps we are describing phenomena that we will not recognize ten years from now. Most people don’t view the online world as generating feedback loops and spillovers into their daily physical activity. Online and offline activities will be complementary behaviors. Therefore, the XR and the real world will not be mixed, but will be one connected world. This does not mean that they do not affect each other.
Martin Schwirn is the author of Small Data, Big Disruptions: How to Spot Signals of Change and Manage Uncertainty (ISBN 9781632651921). He is also a Senior Advisor on Business He Finland’s Strategic Outlook, helping start-ups and incumbents find their place in tomorrow’s market.