Having worked at Hidden Creative as an intern for the past couple of months, I have been in awe of the vast range of commercial uses and marketing angles that augmented reality presents.  Having just about got to grips with what this means for the future and indeed the present of digital marketing, I was introduced to the concept of the more intelligent, sophisticated sister of this technology, the awe-inspiring articulated naturality.

As a fashion design graduate training as a junior in social media, I have an understanding of new technologies but class myself as a ‘non-techie’, a ‘creative’:  getting my head around the way such technology works is always initially mind-boggling.  Having digested the recent use of AR in fashion publications such as Pop, Grazia, and Dazed and Confused, the need for technical understanding becomes momentarily irrelevant as I gauge how, even in its early form, augmented reality is marketing dynamite.

My head starts to spin as I ponder what articulated naturality could mean for the future. Without even considering the more superficial marketing possibilities of AN, I am floored by the impact that the technology is set to have upon our future.  With its use of Ambient Intelligence, an AN enabled mobile device has the ability to scan and understand the world around it.  Unlike Augmented Reality, it does not need markers to read its environment and is able to render its entire surroundings, overlaying the digital and ‘real’ world and merging the two together.

In simple terms, it has the ability to perform as a highly sophisticated satellite navigation system, meaning it is able to read and relay the world around it say, for example, to the blind. This has huge repercussions as AN assisted sight could mean there will be no need for guide dogs in the future.

With regards to the more complex possibilities of the technology, imagine you are conducting a business meeting with somebody from a different geographical location, yet you are able to interact with them as an avatar in the room in front of you, enabled by your Smartphone, as a computer –generated likeness. This not only recreates the pleasantries of human interaction, but also presents the ability to translate cultural references such as a bow from a Japanese colleague to a smile and a ‘g’day’ to an Australian counterpart.

As articulated naturality grows and develops, the potential of what could become possible is no less than mind-blowing.  One of the cameras on the AN enabled device is made to recognise facial expressions and has the ability to project those in real time, using the air in front of you as an interface.  It is predicted that in years to come you will be able to watch a live performance of your favourite band or artist from your own living room, projected in front of you as if you are actually there, able to interact with the ‘crowd’ who will appear beside you as avatars.

As intimidating and complicated as this technology would first appear, it will inevitably touch your life in some significant way.  Even in the arts, where talent and creativity remain at the core, disruptive technologies are becoming a dominant force and a necessity, as the marketing world goes fully digital and gets ready to propel these old-fashioned properties into the future.  Whatever industry you are in, be it fashion or architecture, film or food, whether you are a ‘creative’ or a ‘techie’, even the most basic understanding of articulated naturality will set your mind racing as to how it will change your life and just how significant it will become.

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