VR/XR/AR in Action
Industry: Manufacturing – Cosmetics
Use Case: Installing & Repairing Manufacturing Equipment
AR/VR Facilitates the Installment of and Troubleshoot Manufacturing Equipment Around the World
L’Oréal has a wide range of products that require sophisticated machinery for production and packaging. Sometimes a machine requires installation or service because a part broke, new equipment needs to be installed, or the machine might require an audit. In these cases, it is not always easy to clearly explain the process over the phone, and it can be expensive to have experts travel to the site. This traditional approach to on-site servicing can also result in significant—and costly—delays.
To solve this challenge, the company sought a way to benefit from the expertise of individuals who are not on-site. L’Oréal chose Microsoft Dynamics 365 Remote Assist on HoloLens 2 to enable employees in one location to see what employees in another location are looking at in real time. They can react to the same image, use mixed reality annotations, and share critical information even when they are physically not in the same location. While wearing the HoloLens 2 headset, users can see data, instructions and 3-D visual images in their real-world view. They can manipulate digital objects by using their fingers to grab the corners of the object and drag it over to one side, among other gestures.
By connecting employees around the globe through mixed reality, L’Oréal is reducing costs, optimizing operations, and cutting down on travel—a benefit that ties directly to the company’s long-term commitment to environmental sustainability and minimizing its carbon footprint. Consequently, the use of Microsoft HoloLens 2 has significantly reduced operational and travel costs, while boosting efficiency, thus providing an immediate return on investment.
Industry: Manufacturing – Automotive
Use Case: Vehicle Service/Maintenance
AR/VR Improves Vehicle Service Speed and Worker Efficiency
To improve service speed and the safety of its workers, Mercedes-Benz is arming its dealership service technicians with a new Mercedes-Benz Virtual Remote Support system powered by Microsoft HoloLens 2. Modern vehicles are complex and high-tech. Most dealership technicians are trained for routine maintenance, but occasionally new technology problems will develop, requiring a highly trained specialist to travel to dealerships to train staff for fixing these problems. Mercedes and Microsoft’s partnership aims to make receiving specialist help or training easier with augmented reality.
Here’s how Mercedes-Benz Virtual Remote Support will work: At the dealership, a technician seeking help with a problem will wear the HoloLens 2 headset, which is able to overlay a mixed reality environment with intricate 3D images and holograms atop their field of view. The technician is then linked with a Mercedes-Benz specialist working remotely who can see what the technician sees and communicate in real-time — manipulating the holographic information with annotations, highlighting areas of focus, while presenting documents and service manuals.
Mercedes-Benz Virtual Remote Support is being rolled out to all of the automaker’s 383 dealerships across the US, and the potential benefits are myriad. The on-site technicians gain experience and quick answers to maintenance questions, allowing them to work more efficiently. Amidst concerns relating to COVID-19, both the technician’s and the specialist’s safety are improved due to reduced contact. Less service-related travel also means less environmental impact and CO2 emissions. For Mercedes-Benz’s customers, this new system will bring about a quicker and more effective fix for all vehicle service problems.
Industry: Manufacturing – Energy
Use Case: Training energy clients for utilization of their energy equipment
Lloyd’s Register Has Seen an Uplift in Training Bookings & Has Already Achieved 3x ROI
Lloyd’s Register helps organisations within the energy industry with safety and performance of their business operations. Training employees to understand how to use energy equipment is one of its key offerings. Due to the market downturn, Lloyd Register’s marketing department faced a threefold challenge to:
- Enhance the knowledge gained in the training classroom, creating a memorable, stimulating experience.
- Use technology to replicate real-life situations in order to test and improve learning outcomes beyond any competitors.
- Make it possible to train beyond the high-tech classroom facility in Houston and so create an international offering.
To address these challenges, the team created a virtual reality safety simulator. Three catastrophic industry events were created in VR and gamified. In each scenario, lives are at risk if people do not take the right action.
Since the launch, Lloyd’s Register has seen an uplift in training bookings and has already achieved 3x ROI. The company is now taking its training offering even further, which creates a AR experience where whole teams can work together to solve scenarios.
Use Case: Try-on Shoes
AR feature let users ‘try on’ sneakers
Retail brands have been seen to invest heavily in AR in their sales and marketing technology, as it can allow customers to make better and more informed product decisions. Gucci is the latest luxury brand to do so, adding an AR feature to its app to let users ‘try on’ shoes.
By users pointing their smartphone camera downwards, users can choose to see a digital version of 19 different sneakers on their own feet. Gucci’s app allows users to take photos, which can then be shared on social media or in messaging apps.
A highly functional example of AR in sales and marketing for retail is giving customers a visual representation of how a product will look in real life, which can theoretically reduce returns and boost customer satisfaction.
Use Case: Try-on Shoes
The adoption of AR try-on technology has massively increased
Adidas is another brand to use AR for ‘try on’ purposes. In 2018, it partnered with Snapchat to create an AR lens for customers to virtually preview its new Ultraboost 19 running shoes. Accessed via lenses in the Snapchat app, users simply had to tap on the Adidas logo to launch the activation, which involved a brief unboxing before the option to learn more about the shoes or view them in AR.
This example was the first time Snapchat let users virtually try on a sneaker with an AR lens. Since, however, Snapchat has continued to merge AR and eCommerce features, launching a ‘Shoppable AR’ feature to allow advertisers to add buttons onto any AR lens running on Snap. Adidas was one of the first brands to get involved with this, creating an AR selfie lens to promote its Deerupt running shoe (as well as direct users to its own website).
Use Case: Visualize Product Mockups
AR Technologies Provides Side-by-Side Comparisons of Potential Prototypes of New Products
Watermark Products is a creative design agency that designs and manufactures onboard products for airlines globally. Their product categories include passenger textiles, amenity kits and meal service, items for all cabins. Their customers include Delta, United, Qantas, Cathay Pacific, Etihad, Emirates, British Airways, ANA, Korean, Air New Zealand, and Virgin Australia. The challenge for Watermark Products was the time and cost involved in creating initial prototypes to test new designs and present final products to their clients.
Today, Watermark Products uses Augment to bring its products to life before committing to tooling or to manufacturing prototypes towards bridging the gap between what is on screen and the final product. Using Augment’s Solidworks plugin, they effortlessly visualize their mock-ups at scale in the real world via tablets. Watermark Products can quickly and accurately compare designs and validate sizing for their meal service products.
Once the design is finalized, the sales team uses Augment to present new products to clients. During meetings, the sales reps now offer a side-by-side comparison of the new products and the old, allowing clients to quickly grasp the final impact of the updated products.
Industry: Manufacturing – Automotive
Use Case: Owner Manual
AR Has Transformed The Owner’s Manual into a Highest-Quality User Experience
Virtual Guide apps are a automakers modern take on the traditional owner’s manual, as well as allowing consumers to use their smartphone or tablet computer to get how-to information for repairs, maintenance and vehicle features.
Hyundai’s Virtual Guide uses two and three dimensional tracking technology to deliver a deep level of information related to different parts of a car. A user can simply position their phone or tablet’s camera over the area they want to learn more about.
The Hyundai in-vehicle Car Care app places the owner’s manual right inside the vehicle’s touchscreen, giving a customer the services and information they want the most, when and where they need them most.
Industry: Manufacturing – Automotive
Use Case: Vehicle Demo
AR Technologies Enables Customer to Learn More About a Vehicle’s Key Features
In 2019, Toyota launched their Hybrid AR app, to allow their customers to gain a better understanding its new C-HR model. The app works by overlaying images of the inner workings of the Hybrid drivetrain onto physical vehicles.
Customers can interact with the app to be able to discover the car’s key features, like the hybrid’s motor, battery, and its fuel tank. Customers can also go in-depth into how the car’s energy is used and how the drivetrain works in different drive states.
For many automotive brands, technology is becoming a key part of the acquisition process, allowing customers to gain insight into the product in new and immersive ways and ideally drive them further down the path to purchase.
Industry: Manufacturing – Technology
Use Case: Creating AR Animations
AR Technology Can Be Utilized to Create AR Animations
More than a decade ago, Cisco was looking to simplify its complex product stories, reduce product shipping costs and increase product accessibility to its global sales teams, channel partners, and customers. Ultimately, it wanted to lower costs and drive faster sales. To answer this brief, Cisco worked with Kaon Interactive to develop a visually engaging 3D interactive product catalog. Flash forward to 2017, and the tech giant was looking to improve this approach further, differentiate from competitors, and give buyers an even more immersive and detailed experience.
Based on more than 800 3D products available on the catalog, Kaon created 360-degree photorealistic AR animations using its marketing platform and Google Tango. These could be accessed across a multitude of devices so they could:
- Create a magical pop-up AR appearance at trade shows that people can activate and walk around.
- As visual tools in sales meetings.
- For buyers to look at product details in their own space and time.
- Significantly reduced shipping costs and access to more products for salespeople.
- More than 2500 weekly application users were created.
- Increased engagement at trade shows.
- Joined-up approach between sales and marketing.
Industry: Manufacturing – Consumer Goods
Use Case: Training
AR Technologies Enables AR Training and Access to Knowledge Solutions
Global consumer goods manufacturer Unilever estimates that will lose 330 years of collective work and domain experience in just one of its European factories as its aging workforce retires. The loss of such expertise in its plants – and lack of ‘know how’ among new hires – can lead to costly downtime in its facilities.
Unilever is working with AR training and knowledge solutions provider ScopeAR, exploring ways to reduce that downtime with a live AR support application that allows technicians to collaborate with experts remotely.
Unilever says that it has seen a 50% reduction in downtime in facilities where the AR tools are in use, creating a direct ROI of 1,717% of the initial investment.
Industry: Manufacturing – Aerospace
Use Case: Field Engineering
AR Technologies Enables Enhanced Visualization for Wiring an Airplane
Historically, engineers would consult 20-foot-long paper diagrams as they did their work. The wiring of an aircraft has always been a big pain point, both in production and during inspection, according to Paul Davies, a Boeing research & technology engineer. What’s more, it is a process with no room for error.
Historically, engineers would have to consult their 20-foot-long paper diagrams of the complex and detailed wiring requirements as they did their work. Not only was the process inefficient, but it was also almost impossible to do correctly the first time, resulting in significant rewiring work for each plane.
Today, some of those engineers instead put on Microsoft Hololens that display digital 3D writing diagrams directly on KC-46 tankers and 767 freighters they are wiring. Initial studies indicate that the AR approach results in a 90 percent improvement in first-time quality when compared to using two-dimensional information on the airplane, and cut the time required to do the wiring work by 30 percent. This AR approach thus saves millions of dollars per aircraft.
Industry: Manufacturing – Wine/Spirits – Product packaging
Use Case: Sales and Marketing
AR Incorporated Into Product Labeling
The Jack Daniel’s AR Experience, from the Brown-Forman spirits and wine company, takes consumers on a virtual journey of the Jack Daniel Distillery through a series of pop-up book-style dioramas.
The Jack Daniel Distillery’s AR app offers a virtual tour of the distillery, allowing users to take a closer look at the whiskey-making process, and learn stories about the man himself—Mr. Jack Daniel.
Thirty days after the official global Jack Daniel’s AR Experience app launch, 30.000+ iOS and Android users watched over 110,000 ‘Jack Stories’ AR experiences with an average of 5:42 minutes of total session time per user.
Living Wines Label
Industry: Manufacturing – Wine – Product packaging
Use Case: Sales and Marketing
AR Wine Label App Integrated into Digital Marketing
For the Wine Label: 19 Crimes Wine – The focus of the AR application is to engage and entertain users while narrating the history of the wine and prisoners experience.
According to a report, approximately 67% of the buyers, as well as media planners, want to integrate AR/VR in their digital marketing campaigns. This clearly depicts that augmented reality can make a stronger impact on the business.
Here is how it can benefit your business:
- With this technology, you have the freedom to add animations and other effects to attach an engaging story to the message you want to deliver to your audience.
- It helps in delivering a memorable and immersive experience to the customers.
- From the marketing perspective, augmented reality can help companies be connected to more numbers of customers through social media.
Use Case: Training
AR Shortens Training Time for Factory Staff
Millennials being a generation that grew up on video games, smart glasses, and computers are seen to prefer AR as a mode of learning. Programs that are enhanced by AR are seen help minimise a manufacturers training costs, speed up the training process, as well as the capitalisation of an experienced employees knowledge through telepresence and first-person training.
AR can even allow manufacturers to include training right into production activities. The use of AR can assist in new employees being deployed quicker, with the aid of technology such as Smart Glasses to guide them through step-by-step instructions on what is required to operate effectively.
The automotive industry are seen as a key adopter of Smart Glasses, the high variability of the modern vehicle assembly line presents a manufacturing challenges that can’t be solved by automation alone. These complex processes in the automotive industry require a smart device to enable workers of all skill levels to deal with variability.
Learn more about VR trends: Virtual (VR) and Augmented Reality (AR)