As augmented reality continues its collision course with mainstream adoption, the technology will now have a role in one of the most anticipated boxing matches of the year.
Lego has shipped several apps and products that add an augmented reality dimension to their playsets. But it has taken a reality TV show from Fox to allow brick fans to build with virtual bricks in augmented reality.
The augmented reality team at USA Today closed out a prolific year of immersive storytelling with a hard-hitting companion piece exploring the controversial conflict in Afghanistan.
While Apple and Google have paved the way for developers to create web-based AR experiences through their respective mobile toolkits, an open source option has entered the space.
In his famous 1996 "Content is King" essay, Bill Gates predicted that content is where tech companies will make money on the Internet. The adage clearly holds true in the current phase of augmented reality experience.
Augmented reality already seemed like the ideal technology to advertise for a movie based on the premise of being sucked into a video game world the first time around. For the sequel, how about two times the immersion?
As far as HBO is concerned, it's not augmented reality — it's Snapchat. The premium cable network is leaning hard on Snapchat's AR magic tricks to promote yet another series, this time for the adaptation of Philip Pullman's His Dark Materials series of novels.
Pokémon, Google, and augmented reality go together like wasabi, soy, and ginger, and the trio has come together again for the release of the latest game from the Pokémon universe.
After leaning on augmented reality for its outdoor advertising, HBO has called on augmented reality again via Snapchat to promote its Watchmen series.
The original iterations of the Terminator film franchise have served as the inspiration (via the heads-up display of the T-800) for future augmented reality dreams, so it is fitting that the current crop of AR gives the latest installment in the series a promotional boost.
The landscape of augmented reality marketing is growing by leaps and bounds nearly every month, with Hollywood and the cosmetics industry leading the way.
As demonstrated by holographic experiences for the Microsoft HoloLens and the Magic Leap One, volumetric video capture is a key component of enabling the more realistic augmented reality experiences of the future.
Video may have killed the radio star, but will volumetric capture and augmented reality kill the video star?
The Association for Computing Machinery's annual Siggraph conference, taking place next week in Los Angeles, will bring researchers from around the to show off their latest innovations in imaging and display technology.
In the Tom Holland era, it appears to be impossible to promote a new Spider-Man movie without an augmented reality experience, a trend that continues with Spider-Man: Far From Home.
Like clockwork, Apple has unveiled the latest additions to its ARKit tookit at the annual Worldwide Developers Conference, where ARKit first said hello to the world in 2017, as well as some new tools that take a direct shot at Unity, Unreal Engine, and others.
With the defending champion Golden State Warriors and Drake's favorite team, the Toronto Raptors, set to face off in the NBA Finals starting Thursday, Snapchat has gifted hoops fans with a pair of augmented reality experiences.
We've seen a variety of AR experiences related to athletic footwear over the years, but Puma is betting sneakerheads will buy into a version of interactive design where sneakers are the augmented reality experience
With the latest software updates for its Focals smartglasses, North has essentially deputized its customers as marketing evangelists to friends and family.
Visitors to the Unity booth at the Game Developers Conference in San Francisco will get a special augmented reality treat courtesy of Magic Leap and Weta Workshop.
While AT&T is gradually showing off the powers of its 5G technology in the US via the Magic Leap One, another major wireless company is doing the same in the UK using the world of fashion.
Already a powerhouse for its graphic design tools, Adobe is making a run at the 3D content creation realm dominated by Unity and Epic Games by acquiring software maker Allegorithmic.
Although next week will mark the late David Bowie's 72nd birthday, his fans and admirers are the ones receiving a gift in the form of an augmented reality app that explores the artist's career
Despite less than glowing reviews from critics, the latest installment from the Harry Potter spinoff movie series, Fantastic Beasts: The Crimes of Grindelwald, is winning at the box office.
Snapchat continues to deepen its roster of clients adopting its Shoppable AR Lens, with clothing giant Levi's and Disney becoming the latest brands to try on the e-commerce platform for size.
Magic Leap has already entered the realm of entertainment and enterprise, but on now it has blazed its way into a new augmented reality frontier: fashion.
On June 23, National Geographic will begin welcoming visitors to the world's first outdoor planetarium in Quebec, Canada, where an augmented reality experience overlaid on the night sky will replace the projection systems of traditional facilities.
Developers can now publish augmented reality experiences that are viewable through the experimental version of Chrome and ARCore.
As expected, Apple revealed today at the WWDC keynote that ARKit 2.0 will support multiplayer gaming support and persistent content, which will arrive this fall with iOS 12.
Although retailers like Mac Cosmetics and Zara have been celebrated for deploying innovative in-store augmented reality experiences in their brick-and-mortar locations, a new report throws cold water on the practice.
New Balance is helping Liverpool Football Club (FC) fans see how they look in the team's new kits with an augmented reality experience in Snapchat.
On Tuesday, at Google's I/O developer conference, the company announced a huge update to its ARCore augmented reality toolkit that matches the latest features of ARKit, and surpasses Apple's AR platform via support for shared experiences.
With the theatrical premiere of Deadpool 2 less than two weeks away, the hype train for the sequel to 2016's surprise R-rated hit is gaining steam, and augmented reality is on board for the ride.
Another AR cloud candidate has emerged in YOUAR, a startup that has developed a new system that enables persistent augmented reality experiences on iPhones and Android devices.
Despite the wide availability of markerless augmented reality experiences for mobile devices, there is still a market for scanned triggers for content, as evidenced by the new image recognition capabilities on Facebook's Camera AR platform.
Location services provider Mapbox is giving developers a means for building location-based AR apps and multi-user experiences with its new Mapbox AR toolkit.
Old school media stalwart Sports Illustrated is billing this year's Swimsuit Issue as the "Most Immersive Experience Ever," and it certainly lives up to that statement, as the magazine has added augmented reality and virtual reality experiences to this year's version via Snapchat and the Life VR app.
The latest cosmetics brand to launch its own augmented reality try-on tool is Cover Girl, which introduced its browser-based experience this week.
Although The New York Times may have won the race in terms of presenting coverage of the 2018 Winter Olympics through augmented reality first, The Washington Post is nevertheless working to compete in AR in a different way—via gaming.
On Thursday, Snapchat opened up its walled garden of World Lenses to the masses of creators with the launch of Lens Studio.
