Augmented Reality is Overhyped and Abused

By Matthew Szymczyk


As web-based augmented-reality applications have exploded, it's more important than ever to remember AR is a technology based on utility and not gimmicks.

Unfortunately, as with most new and emerging technologies, it's quickly becoming overhyped and abused. Usability and user experience have been thrown under in the stampede of agencies and brands saying "Hey, look -- me too!" Even more disturbing is that most marketers are overlooking the most unique aspect of AR itself: that it's a technology that can create innovative and sustained engagement between a brand and its target consumer through utility.

The real danger is that the general public is being exposed to AR through gimmicks, most of which are not following basic user experience and usability standards. I'm quite shocked at the number of brand-driven AR executions out there that require a person to download a browser plug-in or software. Is it 2004 again? 3D plug-ins and downloads for websites were all the rage back then but a funny thing happened -- it became quite obvious the end user did not think it was cool enough to download software for the overall "experience." Five years later, has so little changed?

A high percentage of consumers will still not download browser plug-ins or software online to view a marketing initiative, no matter how cool you think it is. AR development can be done in Flash and doesn't require the extra step of downloading and installing software. In addition, consumers will be disappointed after going through all these hoops for a passive viewing experience with little to no interaction. Have you actually tried holding a magazine up to a webcam for a few minutes to watch a video? Not a pleasant user experience and if you do find this enjoyable, let me introduce you to Marquis de Sade.

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