Forbes/ Rachel Arthur/ October 31, 2017

“At some point, we’re going to look back and think, how did we not have a digital layer on the physical world,” Greg Jones, director of VR and AR at Google, said at Shoptalk Europe earlier this month.

The role of augmented reality (AR) is set to be transformative, he argued, and that’s particularly the case when it’s applied to retail.

Those words were echoed in an interview with Apple CEO, Tim Cook, published by Vogue magazine around the same time, in which he said he believes AR will impact everything from runway shows to shopping. “Over time, I think [these features] will be as key as having a website,” he commented.

The fact is both Apple and Google are facilitating this happening. While AR has been around for many years, 2017 will be marked as the beginning of mass consumer uptake, thanks to the smartphone integration we’re starting to see.

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