AIR (Augmented Intelligent Reality): when AI & AR come together

I'm sure we’re all aware of what AI and AR are, but for the uninitiated, AI stands for artificial intelligence. refers to systems that simulate human intelligence, such as learning, reasoning, and problem-solving. AI can analyse large amounts of data, detect patterns, make predictions, and automate tasks—all with the ability to improve over time. As for AR, which stands for augmented reality, it overlays digital information, such as images, sounds, or videos, onto the real world. Unlike virtual reality, which immerses users in a completely digital environment, AR affects the physical world with interactive digital elements, viewed through smartphones, AR glasses, or headsets. Pokémon Go is a great example of AR.

 While on their own they can be useful tools capable of making experiences interactive and engaging, together they can be great tools that craft unforgettable experiences for everyone. When used in tandem with each other, their product is called Augmented Intelligent Reality. When AI and AR are used together, the AI enhances the AR experiences, making them more personalised, intelligent, and adaptable. AI enables AR systems to process real-time data, understand user behaviours, and adapt digital overlays based on the user's environment, preferences, and needs.

Tourism

 Now you must be thinking, How can AIR integration help in tourism? Well, how can it not help? Imagine looking at a building in an unfamiliar city, and you know it's a point of interest, but no one's trusting you. So you pull your phone out and use an app that utilises AI to figure out the name of a building. This is a use case that might soon become more common than you think with the rise of compact AI-powered AR devices like glasses. This will allow more people to explore new countries without the fear of a language barrier stopping them.

Retail

 There are a bunch of fun use cases when it comes to retail. an AR app in which you can select a certain item and then the app directs you to it, eliminating the need to walk around and look for a particular item throughout a store. The AI in the background can analyse the user’s preferences based on what they are looking for and suggest similar products or something better that they might like, easily upselling and cross-selling to them. 

Repairs

 The right to repair is something everyone believes in and appreciates when a company facilitates it; if you buy something, it should be your right to have the option of fixing it on your own. AIR can make the repairs part much easier; for example, the Volkswagen Marta was an AI app that allowed owners of Volkswagen cars to repair their vehicles using the help of AR instructions that would overlay on top of the parts of the vehicles showing what needs to be done to replace or maintain certain parts of the car.

Marketing 

 AIR experiences can create an unforgettable marketing experience, etching itself into the psyche of the viewer, increasing customer retention and brand recall. Automotive companies like BMW and Volvo use AIR to let potential buyers visualise cars in their driveway, customise colours or features, and even explore the interior through AR apps. AI enhances this by tailoring recommendations based on the customer’s browsing history or preferences. In the Deloitte dot hub experience centre, we created an AI sales assistant that could help you pick out the perfect accessory, and after that, you could grab the object and place it on the ORT table, which would then let you customise the accessory with a variety of options.

Workplace Productivity

 AIR is also revolutionising the workplace by improving collaboration, decision-making, and productivity. In manufacturing, construction, and design industries, AR allows workers to visualise complex plans or machinery in 3D, directly in their work environment. AI enhances this by providing real-time analysis, identifying inefficiencies, and offering suggestions for improvement. For remote teams, AI-powered AR tools can facilitate collaboration. Virtual whiteboards, 3D models, and real-time data visualisations allow teams to interact with complex information as if they are in the same room. This can improve productivity and decision-making, especially in industries that require high levels of technical expertise.