Skift Take
For augmented reality to catch on, apps need to use the technology for useful tools instead of gimmicks. We're starting to see the beginning of this shift and events should pay attention to ways augmented reality can enrich experiences instead of replacing them.
Consumers aren't embracing augmented reality yet, but Silicon Valley companies and the events industry alike remain committed to developing useful applications using the technology.
The phenomenal success of Pokemon Go a few years ago, somehow, didn't bring augmented reality into the mainstream. In fact, it may have held back the technology by portraying it as a gimmick instead of a useful tool.
In the meetings and events space, in particular, the promise of creating transformative tools and experiences for attendees remains a powerful opportunity.
A recent spate of announcements by technology providers shows the path forward for augmented reality as a companion to real-life experiences.
Facebook announced enhanced augmented reality filters for its Messenger app a few weeks ago, while Instagram and Snap have both doubled down on providing a variety of augmented reality options for users as well. Snap has led the way with augmented reality in re
