Over the past decade or so, many brands, including some of the largest names, have utilised Augmented Reality to engage their customers. From AR ads at bus stands and malls to interactive product packaging and retail aid, names such as Zara, Sephora, IKEA, Pepsi and Axe have demonstrated some of the best examples in the adaptability of AR as a technology that can enhance the customer’s experience.

One of the most prominent names that has been utilising AR to enhance its range of services is, none other than, Google. While the name and its services need no introduction, its latest feature is sure to become a hot topic in conversations.

Just last month, Google announced the addition of AR to Google Maps navigation. This feature superimposes navigation arrows on the world around them – in real time! The feature is currently available to Pixel users, so if you own one, do share your experience of AR navigation with us. For the rest, this video by the Wall Street Journal captures this experience very well.

Google is also currently working towards introducing an AR feature in its Search feature which would allow users to bring life-sized versions of animals to life through their phones. However, this feature is currently only available for phones with ARCore and ARKit.