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2023 | OriginalPaper | Buchkapitel

6. Augmented Reality

verfasst von : Ada Maria Barone, Emanuela Stagno

Erschienen in: Artificial Intelligence along the Customer Journey

Verlag: Springer Nature Switzerland

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Abstract

This chapter discusses the possibilities offered by augmented reality (AR) along the customer journey for the development of successful customer experiences. Augmented reality enables the superimposition of virtual elements to the users’ body features and surrounding environments, thus enhancing the reality they are currently inhabiting and the products or services they are experiencing. After defining what augmented reality is, we distinguish between the different applications of AR in mobile, online, and in store contexts. We then discuss and review the literature on how augmented reality is applied in the pre-purchase and purchase stage of the customer journey, specifically highlighting its impact in terms of advertising and retailing. Finally, we draw some conclusions and suggest possibilities for future research.

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Vorheriges Kapitel Robots in Retail

Nächstes Kapitel Virtual Reality and the Customer Journey

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Titel: Augmented Reality
verfasst von: Ada Maria Barone
Emanuela Stagno
Verlag: Springer Nature Switzerland
Buch: Artificial Intelligence along the Customer Journey
Print ISBN: 978-3-031-48791-0

Electronic ISBN: 978-3-031-48792-7

Copyright-Jahr: 2023
DOI: https://doi.org/10.1007/978-3-031-48792-7_6