Brave renewed world: How to take advantage of AR’s second coming

Phil Rowley

Augmented reality technology is poised for a period of innovation and advancement.

For most of its life, augmented reality has been heralded as the game-changing media channel of an imagined future, but at the same time criticised for being a medium stuffed full of novelty lenses, neglected ‘one-and-done’ apps, and poor-quality executions.

For a technology that promised much, but perhaps never fully delivered on that promise, the timing could soon be right for augmented reality (AR) to claim its dominant role within a media landscape undergoing irrevocable change. And if it can tidy up its act over the next five years, its potential knows no bounds.

Here’s what’s happening: if the 2000s...

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