Artificial Reality, or Augmented Reality (AR) is the technology that digitally simulates aspects of the real world, amplifying its effect with the enhancement of auditory, visual, or multisensory stimuli through devices like smartphones or AR glasses. For example, a clothing retailer could offer an AR app that allows its users to use their smartphone to virtually “try on” clothes by seeing how different outfits look on their bodies in real-time.

AR is characterized by its enhanced user experience, customer engagement, and cost efficiency. Immersive and interactive experiences are what AR creates, improving how people engage with digital content and the real world. Users can overlay digital versions of products onto the real world, enticing them to engage more deeply with the product, and allowing them to judge whether they should pursue it or not. It provides a highly interactive shopping experience, reducing the need for physical ordeals, and resultantly improving the customer buying experience. AR is also convenient for disabled users, allowing them to engage with products through virtual environments, ensuring a more inclusive shopping experience. By prioritizing inclusivity, brands can reach more diverse customer segments and boost their visibility in the market by building their brand equity.

Combined with PIM, AR elevates the shopper experience even more. PIM is a system that centralizes and standardizes product data, such as descriptions, specifications, colors, etc. AR uses this data to create interactive 3D models that allow customers to visualize inside their environment. The product information system also ensures accurate, consistent data across channels. Integrated with PIM, AR guarantees consumers a precise, accurate visual experience of the product.