The term "Augmented Reality (AR)" refers to the computer-assisted enhancement of the real world with digital information, visual objects, or interactive content in real time. The physical environment remains visible and is supplemented by virtual elements—such as text, graphics, 3D models, or audiovisual content. In a business context, AR applications aim to optimize processes, provide context-sensitive information, or support users interactively—for example, in training, service, or sales.
Object recognition and tracking: Identifying real-world objects, images, or QR codes to anchor virtual content.
3D model integration: Displaying three-dimensional models in the real environment, e.g., for product visualization or prototypes.
Marker-based or markerless AR: Using visual markers or GPS/sensor data for orientation and interaction.
Real-time interaction: Users can interact with the overlaid content through touch, voice, or gesture control.
Remote assistance: Live communication with experts who can provide guidance via AR annotations directly in the user's field of view.
AR authoring tools: Tools for creating and editing AR content without programming skills.
Device compatibility: Support for various devices such as smartphones, tablets, AR glasses, or head-mounted displays (HMDs).
Data integration: Connecting with ERP, CAD, IoT, or CRM systems to display contextual data dynamically.
A service technician uses an AR headset to receive step-by-step maintenance instructions directly in their field of view.
A furniture manufacturer allows customers to virtually place products in their own space via an app.
A sales representative uses AR to interactively present complex industrial products on-site at the customer’s location.
Employee training uses real work environments enhanced with virtual safety instructions.
A construction company overlays architectural plans directly on the construction site using AR.