AR, VR, and 3D Scanning

Augmented (AR) and virtual reality (VR) exist on a scale known as the virtuality continuum (Li et al., 2021). The real, physical world exists on one end of the continuum while the virtual world consisting of virtual objects exists on the opposite end of the continuum. The area between both ends is known as mixed reality, as aspects of the real and virtual begin to blend (Li et al., 2021). Virtual objects are mixed with the physical world in which we live in AR, but the physical reality remains more prominent. AR technology recreates realistic environments by layering videos, images, and 3D content over real-world objects (Li et al., 2021). AR can be deployed on smartphones, with projectors, and non-specialized hardware. VR is further down the continuum and allows us to have a fully immersive experience (Li et al., 2021). You experience vision, hearing, and occasionally other senses through a digital device, usually a headset.

Brands are experimenting with AR, VR, and 3D scanning in their physical retail spaces, e-commerce channels, and marketing efforts. My research displayed on this website analyzes these uses.

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The process of digitizing a physical or real-world object into three-dimensional space is known as 3D scanning. 3D scanners employ lasers, light, or sensors to identify the surface of the physical object and allocate data points to the location of that surface to digitally reconstruct the object with detail and high accuracy (Javaid et al, 2021). In more general terms, the scanner digitally captures the shape of physical objects and recreates the object in a 3D, digital space.

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Brands are experimenting with AR, VR, and 3D scanning in their physical retail spaces, e-commerce channels, and their marketing efforts. My research displayed on this website analyzes these uses.