How augmented reality hacks the human brain

Augmented reality (AR) is fast outpacing its more famous ‘Virtual’ cousin, with an accessible and compelling platform for brands to create digital assets that consumers want to experience.

The internet has tended towards invisibility. Like electricity before it, or the now ubiquitous technologies of clocks or eye-glasses, the interface with a technology becomes so natural as to fall away. Augmented reality (AR), however, touches a comp

Previous Neuro-Insight work attests to this. In comments reported by WARC last year, founder, Emeritus Professor Richard Silberstein told the Mumbrella360 conference in Sydney that the company understands “the purpose of long-term memory is not so much to be a store of things that happened, but to be a guide to future behaviour”. 

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