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Forty years ago, computer gaming consisted of a dark screen, two rectangles, a square ball, and a seemingly impossible struggle to achieve victory. Since then, computer graphics have evolved at a phenomenal rate, becoming more sophisticated and photo-like with each passing year. And it seems the next phase of this evolution is here in the form of augmented reality (AR)- a technology that allows computer generated graphics to be superimposed into reality.

Research carried out at the MIT Media Lab  last year led to the development of the ‘SixthSense’ device, that binds together basic items such as a camera, a small projector and a Smartphone to essentially turn any surface into an interactive screen.  If, for example, the user picks up a can of fizzy drink, the ‘SixthSense’ device can project onto the can information regarding the product’s price, ingredients competitor prices and even reviews.

iPhone 3GS users will be no stranger to AR technology. And the popular ‘Nearest Tube’ app uses AR technology to provide information on local tube stations in London. It uses real-time video and GPS to show the user directions to the nearest tube station, how far away it is, and what underground lines run through it.

While devices that use AR technology are currently handheld, eventually displays will look like a regular pair of glasses, with information being fed directly into the user’s line of vision. Imagine finding out historical information about a building by simply walking down the high street and looking at it. With image recognition software, AR could allow us to point our device at a person in the street and instantly access information from their Facebook or Twitter profile pages. The possibilities are endless.

While it will be some time before the ‘SixthSense’ or ‘AR Information Glasses’ will be available to purchase, companies have already begun to introduce the technology into their systems. The makeup company L’Oreal has teamed up with Boots to introduce EZFace – a “virtual mirror’ which shows how products would look on the user. The British firm C-InStore has used the technology to develop the ‘Magic Mirror’, where you can select outfits on a screen and then see a still image of yourself in your desired clothes. It can even tell you what size to buy! We recently blogged on another example of Tissot working with Holition to create an interactive experience at London’s selfridges.

The future for AR technology is well and truly bright. While possible integration with facial recognition technology may raise security concerns for some, the benefits AR can bring are overwhelming. AR technology could well change the face of the consumer experience, especially in the shopping space, forever.

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