“Caught in entertainment” is one of seven megatrends that are changing consumers and technologies, described in Martech Trendbook 2024 –>
Correcting prof.’s bulky textbook. Wojciech Roszkowski’s next book has a high financial and environmental cost. Besides, what student would want to read a textbook for a textbook?
– Ewa Walas, head of the Brand Development Department at Gazeta.pl, asks rhetorically. That’s why the creators of the errata chose smartphones, because they are a tool commonly used by young people, and used web AR technology, which was previously used mainly for entertainment purposes.
Raising awareness of the scale of distortions thanks to AR
Augmented reality (or AR for short) is a world added to the existing one. So you can virtually transform and beautify what actually exists. Change colors and shapes, add effects, enliven still life. If you have ever turned on your smartphone’s camera and, thanks to the filters available on Instagram or Snapchat, added virtual hats, glasses or masks to your photo, you have used AR. In the past, you needed an application for this, but today the effect can be added in the browser that every smartphone is equipped with. And hence the name web AR.
We teach the web AR engine to look for markers in an image. They can be colors, shapes, graphics or inscriptions. When they are detected, the system recreates the previously determined effect and adds it to the view observed by the smartphone camera in real time. In this way, what actually exists is combined with unreality on his screen
– explains Adrian Hołota, head of the digital production house Panowie Programistyczny.
And so, what young people used to have fun so far was used to make them aware of the scale of distortions and manipulations committed by Prof. in his book. Wojciech Roszkowski. All they need to do is turn on the camera on their smartphone and point them to the manual pages. Artificial intelligence then analyzes their editorial layout and when it detects a fragment of text questioned by experts, it displays a graphic animation on the phone screen, alerting that the content requires correction or additional comment. The student can read the correction or go to sources that deepen the topic. The project, which was implemented jointly by Gazeta.pl, Gentlemen Programmers and the advertising agency 180heartbeats + JUNG v MATT, turned out to be – nomen omen – a real hit. Using web AR, high school students scanned over 200,000 manual pages and over 100,000 times they have visited a site that teaches critical thinking. The campaign won dozens of awards and distinctions in Polish and foreign competitions.
Trends in marketing. Virtual world of entertainment
– For years, we have been increasingly drawn into the virtual world. So we have already broken the barriers of social acceptance for AR. This is a step towards immersive entertainment, which will take a bit longer to get used to, predicts Adrian Hołota.
Immersive entertainment will draw us into a completely new experience. The technologies will allow the fan to digitally move to the very center of the stands, and the music fan – to the very stage of the iconic festival. Everything so that you can experience emotions in the crowd without leaving home. The Vision Pro glasses, which Apple will start selling in the US in 2024, may help with this. They will connect the physical and digital worlds, allowing you to navigate the latter using your eyes, hands and voice.
Przemysław Puchalski, Creative&Strategy Director from WebTalk Agency, tempers expectations: – We have been seeing immersion in entertainment since the 1990s, with the appearance of the VFX-1 helmet. Just as it failed then, Apple Vision will not be a product that will break this barrier – he says, although he quickly adds: – Maybe Eleon Musk’s implant will do it?
However, you do not need an implant to experience the changes that artificial intelligence brings to entertainment today. Thanks to it, computer game scenarios become more complicated and there are infinitely many possible endings. This means that playing the same game for the tenth or hundredth time does not get boring, but even more engaging. AI also enriches virtual heroes. It gives them an extensive personality, which makes conversations with them more interesting. And from there it’s just a step to building emotional relationships with them.
– Artificial intelligence can also change the video on demand service – notes Przemysław Puchalski. – I can imagine that we will be able to choose who plays in the film, who he plays and what his character is, and AI will generate it for us in real time – he says.
What can AI do? See in Martech Trendbook 2024. Experts have collected here videos showing extraordinary projects from around the world. Check out how AI transformed the collections of the New York Museum of Modern Art, how it allowed Cameron Black, who has been blind since childhood, to comment live on NBA games, and how it created a match in which two Serena Williams faced each other: the one from 1999, when she won her first Grand Prix title. Slam and the one from 2017, when she won the Australian Open. You can find the videos at https://trendbook.marketing/pl/immersive-entertainment
Source: Gazeta
Mabel is a talented author and journalist with a passion for all things technology. As an experienced writer for the 247 News Agency, she has established a reputation for her in-depth reporting and expert analysis on the latest developments in the tech industry.
