Our research explores how the use of AR tools can actually shift people’s core beliefs about themselves, leading to a phenomenon we call the “augmented self” - that is, a self-image that has been influenced by AR. So how can companies responsibly make use of this new technology?Īddressing the risks associated with AR starts with understanding them. Studies have shown that virtually modifying appearance can provoke anxiety, body dysmorphia, and sometimes even motivate people to seek cosmetic surgery. This may seem harmless enough, but physical appearance is a key component of identity and as such it can have a substantial impact on psychological well-being. But as with any new technology, AR also carries risk.ĪR overlays are often used to alter a consumer’s appearance. AR empowers companies to engage with customers on a whole new level, explore new advertising possibilities, boost online sales, reduce costly returns, and ultimately offer a more personalized, integrated user experience. More than 100 million consumers used AR shopping tools in 2021, more than 200 million people use Snapchat’s AR filters every day, and the pandemic has only further accelerated these trends. Customers can try on Gucci shoes from the comfort of their couch, see themselves in a new hairstyle with Amazon Salon (before actually getting the cut), support their favorite sports team, or even try out entirely digital outfits with AR overlays. In light of these findings, the authors offer five strategies to help firms responsibly deploy AR technologies, including avoiding promoting unrealistic beauty standards, proactively educating customers about the potential harms of using AR, and working with regulators and industry leaders to develop a code of ethics to guide development going forward.įrom Snapchat filters to virtual fashion try-ons, the last several years have seen augmented reality - or AR - shift from a niche technology into the mainstream. While people with lower baseline levels of self-esteem may feel better about themselves after using an AR filter, those with higher pre-existing self-esteem are more likely to feel worse about themselves after using AR. Moreover, that impact can vary widely depending on the customer. But while filters that digitally alter people’s appearances can add a lot of value, they also come at a cost: New research suggests that AR apps designed to let customers virtually try on makeup or other products can have a significant, negative impact on psychological wellbeing. Augmented Reality (AR) has enabled companies to offer highly personalized, interactive experiences, making it possible to engage with customers on a whole new level.
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