Holography, virtual reality and augmented reality are becoming more and more common in business and commerce. Holograms provide users with additional information, or even help create an entirely new digital world. These cutting-edge technologies allow companies to stand out from their competitors and lead the race in customer engagement.
Digital avatars and holographic humans fill the “interaction void” between humans and the digital and physical worlds. The variety of virtual states creates what is known as the Mixed Reality Spectrum, which includes the following elements:
- Quasi-digital experiences
- Quasi-physical experiences
- Mixed reality experiences
Within the framework of mixed reality, holographic display technology can be used in all kinds of fields. Basically, virtual and augmented realities are substantially similar, although brands often use them quite differently and in some cases you can’t substitute one for the other. Let’s explore both.
Virtual reality vs augmented reality
Virtual reality is indispensable for complex simulations when there is no other way to reproduce specific reality conditions. Meanwhile, augmented reality is increasingly being used for product modeling and extending reality with additional data.
A good example of using virtual reality would be someone checking into a hotel or making a deposit in a bank. Parts of the interaction, such as the name and details, are easy to script. However, there are other parts that require real human interaction. When the second party is essential, it can now be done through a call center or central location using a live stream and green screen. So organizations can be much more efficient while still providing that personalized service.
Many brands are looking for more control over how their products are created and sold. Establishing strong communications between these brands and their end users adds even more value to the brands and their product offerings.
Merchants also want to develop their customers’ in-store experience to give them a reason to return to physical stores. Interactive advertising or interactive promotions have the power to create extraordinary consumer experiences, giving retailers the ability to connect with consumers on a whole new level.
Interactive advertising – from traditional quizzes to virtual and augmented reality – is actively used by some of the biggest brands in the world, including IKEA, Lego, Coca-Cola, McDonald’s, Volkswagen and many more.
Demand for Digital Humans
So what does this mean for the future, and what specific technologies should we watch out for? Big brands in holographic technology are seeing more and more demand for digital humans. Some initial iterations were based on pre-recorded green screen 3D holographic videos of real people, but they were not fully interactive. You may have seen demonstrations of this involving executives of Integrated Systems Europe or AVI-SPL.
With the value of holography well established, potential customers soon began asking vendors if it was possible to develop this technology further to create the possibility of a 3D holographic livestream. And, indeed, those abilities are now beginning to blossom. This fits with brands and events that are increasingly looking to bring a higher level of personalization and interactivity while maintaining the human appearance.
But digital humans are only one piece of the interactivity puzzle. The options are endless. The key is to look at what you already have and build on it. At this point, we’re all in the age of Zoom and Teams; they are so deeply integrated into our lives that we cannot live without them. At the same time, flat screen images are simply not the same as a 3D image or a person in front of us.
Live 3D Holographic VC
This is why major brands have come up with the live streaming feature for their technology. Therefore, I ask a simple question: can live 3D holographic VC get this far?
All seems simple enough, but image transmission is only part of a complex solution. It is necessary to enhance the holographic image with additional layers and visual effects to ensure that the hologram looks realistic. This is done to convince the human brain that the digitally streaming person is physically in front of it. Adding these layers provides the magic moment…the moment when digital technology blends with reality and creates a digital and emotional connection. It just wasn’t possible before.
A similar thought process is behind 3D modeling solutions. Traditional forms of brand advertising do not provide the appearance that high-end brands are currently seeking. A good example is automotive brands that for a long time used 2D videos or static images. Now, however, these techniques are superseded, regardless of the quality of the photograph. Instead, big brands are exploring the world of 3D modeling and offering the ability to rotate and add/remove layers with touchless hand gestures.
Although this is only the first iteration of these applications, there is strong reason to believe that it will lead to even more customization and interactivity in this area.
To view previous Commercial Integrator content from and about HYPERVSN, see archive of our website.
Kiryl Chykeyuk is CEO and co-founder of HYPERVSN.