Abstract
The role of Augmented Reality (AR) has expanded dramatically across contexts in recent years, with the rise of AR games (e.g., Pokémon Go), AR shopping (e.g., IKEA app) and AR social media (e.g., Snapchat), and product demonstrations (e.g., Toyota and Hyundai). AR is slowly becoming a part of everyday life, from using filters on social media to being an educational tool, and is expected to continue to grow. In 2021, the mobile AR market was worth approximately 12.45bn USD and is expected to reach over 36bn USD by 2026 (Alsop, 2022). Alongside AR, Digital Assistants (DAs) have also developed at a considerable rate, with an expected eight billion digital voice assistants being used globally by 2024 (Thormundsson, 2022). DAs can be categorised into two fundamental streams, being (1) voice assistants (VAs) and (2) chatbots.
| Original language | English |
|---|---|
| Publication status | Published - 17 May 2023 |
| Event | 48th Academy of Marketing Science (AMS) Annual Conference - Hilton New Orleans Riverside, New Orleans, United States Duration: 17 May 2023 → 19 May 2023 |
Conference
| Conference | 48th Academy of Marketing Science (AMS) Annual Conference |
|---|---|
| Abbreviated title | AMS 2023 |
| Country/Territory | United States |
| City | New Orleans |
| Period | 17/05/23 → 19/05/23 |
Keywords
- Augmented reality
- Digital assistants
- Anthropomorphism