Emerging Project Idea: AR+concierge™
AR+concierge™
A 3D animated character or interactive avatar - The AR+concierge™ is a unique character that can take many forms - animated or static figures to suit the installation & purpose, they treat your customer as an individual providing a personalised & direct engagement - true immersive activations & experiences.
AR+concierge™ have developed character & purpose. With a scalable Ai element installed the AR+concierge™ can be your representative at POS, reception, retail or event location. Introduce your audience to interactive & dynamic information, directions & games - the experiential possibilities are limited by your imagination.
examples - *orby for BP UK POC (2018);
AuRaki for #WeAreTheMainstream (2022) ©2018-2022 iSPARX.group Limited all rights reserved
*link >> custom GPT - Summative 2 - Emerging Project Idea
https://chatgpt.com/g/g-T3KNnjjcI-summative-2-emerging-project-idea
Emerging Project Idea: AR+concierge™
1. Introduction and Background
Opportunity
The current customer engagement models in retail and events provide limited interactivity and personalisation. With anticipated advancements in AR technology and the advent of 6G and edge computing there is a significant opportunity to enhance user engagement through interactive and immersive experiences. (About - HeinOnline, 2024)
Significance
In the context of digital transformation, the AR+concierge™ project addresses the growing demand for interactive and immersive user experiences. Augmented reality has emerged as a transformative technology with the potential to revolutionise customer service by providing dynamic and context-aware interactions. This project aligns with the global trend of integrating AR into business processes to enhance customer engagement and operational efficiency. The AR+concierge™ project will impact customer engagement with AR technology to create personalised interactive experiences that are scalable and adaptable to various scenarios. As devices become more compact and cities adopt more interactive technologies this technology will be ubiquitous. (AR &Amp; VR - Worldwide | Statista Market Forecast, n.d.)(Challenges in Implementing Augmented Reality Projects - Wipro, n.d.)(Li et al., 2022)
The value of the AR+concierge™ project is in its ability to revolutionise customer engagement through personalised interactive AR experiences:
a. Enhanced Customer Engagement
• By leveraging AR technology, AR+concierge™ creates immersive and interactive experiences that enhance customer engagement.
b. Scalability and Adaptability
• The project is designed to be scalable and adaptable to various scenarios such as retail, events and other environments.
c. Technological Innovation
• AR+concierge™ is a cutting-edge solution that provides a radical innovation by a convergence of advanced technologies like Ai, edge computing and 6G.
d. Data-Driven Insights
• The use of real-time analytics and data management tools will provide valuable insights into user behaviour and preferences.
e. Improved Operational Efficiency
• Using Ai tools and natural language processing to automate various aspects of customer interaction through AR+concierge™ will help businesses operate more efficiently.
f. Future-Proofing Business Models
• As devices become more compact and cities adopt interactive technologies AR+concierge™ will take advantage of these trends.
*example user flow
Consumer Benefits of AR+concierge™
Enhanced Personalisation
Tailored Experiences
AR+concierge™ uses Ai-driven insights to provide personalised recommendations and services based on individual preferences, behaviours, and past interactions. Eg. in a hotel setting it can suggest nearby restaurants or activities that align with a guest’s interests.
Customised Interactions
The system can adapt its responses and services to match the unique needs and preferences of each user. This level of customisation ensures that consumers receive relevant information and assistance enhancing their overall experience.
Increased Efficiency
Real-Time Assistance
AR+concierge™ offers immediate, real-time assistance to consumers, reducing wait times and improving satisfaction. Whether navigating a retail store or seeking help at a hotel users can quickly access the information they need through the AR interface.
Streamlined Processes
By automating routine tasks and providing instant access to information, AR+concierge™ helps streamline various processes. This efficiency allows consumers to accomplish their goals more quickly and effortlessly.
Immersive Engagement
Interactive Experiences
The AR technology provides immersive and interactive experiences that engage users in novel ways. For instance, tourists can use AR+concierge™ to explore historical sites with augmented overlays that provide rich, contextual information about landmarks and attractions.
Enhanced Visualisation
Consumers can visualise products or services in their actual environment before making a decision. For example, in retail, AR+concierge™ can help users see how a piece of furniture would look in their home, aiding in the decision-making process.
Accessibility and Convenience
24/7 Availability
AR+concierge™ is available round-the-clock, providing consumers with access to services and information at any time. This constant availability ensures that users can get assistance whenever they need it, enhancing convenience and satisfaction.
Ease of Use
The intuitive AR interface is designed to be user-friendly, making it easy for consumers of all ages and technical capability to navigate and use. The seamless interaction ensures a smooth and enjoyable experience.
Safety and Comfort
Contactless Interaction
In the context of the ongoing global pandemic and beyond, AR+concierge™ offers contactless interaction options, which enhance safety and comfort for users. Consumers can access services and information without physical contact, reducing health risks.
Enhanced Security
The integration of advanced security measures ensures that user data is protected, providing consumers with peace of mind when using the AR+concierge™ system. This focus on data privacy and security is critical in building trust with users.
Educational and Informational Value
Informative Overlays
AR+concierge™ provides informative overlays that enrich the consumer’s understanding of their surroundings. For example, in a museum, users can access detailed information and provenance about exhibits and artefacts through the AR interface.
Learning Opportunities
The system can be used as an educational tool offering interactive learning experiences. In corporate settings AR+concierge™ can assist in employee training by providing engaging and informative content.
2. Evidence
Literature Review
A comprehensive review of academic and industry literature on AR applications in customer engagement will be conducted. This will highlight successful case studies and identify gaps that AR+concierge™ can fill. The review will address challenges identified in implementing AR projects, such as data collection, user acceptance and technical integration issues. By understanding these challenges AR+concierge™ can develop strategies to mitigate them and enhance the overall effectiveness of its AR solutions (Cheng & Cheng, 2023)(iSPARX™, n.d.)(Wipro, n.d.).
Current Solutions
Analysing existing AR solutions and their limitations will justify the opportunity for AR+concierge™. Current models often lack real-time interaction capabilities and scalability that the project aims to address. Most existing solutions struggle with integration into diverse environments and do not fully leverage advanced Ai and machine learning for personalised user experiences. By focusing on these areas AR+concierge™ aims to provide a more dynamic and adaptable solution that not only enhances user engagement but also offers seamless integration and real-time interaction across various platforms and settings. This positions AR+concierge™ as a superior alternative in the competitive landscape of AR applications. (Cheng & Cheng, 2023)
Experience
In December 2018 the author was commissioned by Two Goats, a New York-based agency, to develop a proof of concept (POC) for Ernst and Young - EY-Seren, specifically for a UK-based client with 200 retail outlets. This project required a unique, innovative, and leading-edge solution. The client, BP Global, required direct consideration of their brand identity and design. The POC was scheduled for Melbourne at the Asia Pacific office and a Roadstar outlet near St. Kilda.
The initial development of the AR+concierge™ prototype took six weeks. The project involved understanding emerging technologies and anticipating market needs and user experiences. This early phase highlighted the potential scale of the project, considering BP’s 18,500 global outlets. The AR+concierge™ system was designed to provide interactive and dynamic information, directions, and games through scalable Ai elements. This involved creating a 3D animated character or interactive avatar that could adapt to various settings such as points of sale (POS), reception areas, retail environments, and event locations.
The author considered the crucial role of Ai tools in supporting various aspects of the AR+concierge™ project. These tools facilitated data analysis, user interaction simulations, and predictive modelling essential for understanding customer behaviours and preferences. Ai-driven analytics helped identify key engagement points within retail environments, enhancing the design of interactive elements. Natural language processing (NLP) tools were employed to develop conversational capabilities for the AR+concierge™, enabling more intuitive and personalised user interactions.
3. Context Analysis
Readiness of Frameworks
A comprehensive evaluation is needed of the readiness of legal, regulatory, and professional frameworks to support the implementation of AR+concierge™. This includes assessing current data protection laws, privacy regulations, and industry standards to ensure compliance and security. Understanding these frameworks is essential to mitigate potential legal and ethical issues, such as intellectual property rights and data privacy concerns, which are critical for the successful deployment of AR technologies. Additionally, this evaluation will help identify any gaps or challenges in the existing frameworks that AR+concierge™ needs to address to operate effectively and responsibly in diverse environments. (IP In an Augmented Reality, n.d.)(What Are the Security and Privacy Risks of VR and AR, 2024)
Challenges vs Opportunities - A SWOT Analysis
PESTEL Analysis
4. Potential Research Aim and Questions
Aim
To explore suitable applications and evaluate the effectiveness of AR+concierge™ in enhancing user engagement and interaction in retail and event environments. (Tolani, 2023)
Many firms, including Amazon and IKEA, utilise augmented reality (AR) technology to enhance the consumer experience. In the retail industry, AR is gaining increasing traction as a means of improving the customer experience overall. In this research, we conduct an exploratory analysis to determine whether AR contributes positively or otherwise to customer experience. (Romano et al., 2020)
What is “User Engagement” in this Context? (Cheng & Cheng, 2023) (Scholz & Smith, 2016)
In the context of AR+concierge™, user engagement refers to the level of interaction, involvement, and emotional connection that users experience while interacting with the AR application. It encompasses several dimensions:
a. Interactivity:
• The extent to which users can actively interact with the AR elements, such as through gestures, voice commands, or touch inputs. High interactivity leads to a more immersive and engaging experience.
b. Personalisation:
• Tailoring the AR experience to individual user preferences and behaviours. Personalised interactions can make the user feel valued and increase their engagement with the application.
c. Immersion:
• Creating a sense of presence and involvement within the AR environment. Immersive experiences capture the user’s attention and encourage prolonged interaction.
d. Emotional Connection:
• The ability of the AR experience to evoke positive emotions and create memorable experiences. Emotional engagement can enhance user satisfaction and loyalty.
e. Usability and Accessibility:
• Ensuring that the AR application is easy to use and accessible to a broad audience. High usability reduces frustration and encourages users to engage more with the application.
f. Content Relevance:
• Providing relevant and valuable content that meets the user’s needs and interests. Relevant content keeps users engaged and encourages repeated use.
By enhancing these aspects of user engagement, AR+concierge™ aims to create a more compelling and effective customer experience in retail and event settings, ultimately driving higher levels of interaction and satisfaction.
Questions
How does AR+concierge™ enhance user engagement by addressing specific user experience needs and performing tasks more effectively than traditional methods? (Romano et al., 2020)
What are the essential factors influencing user satisfaction with AR+concierge™, considering the needs of user experiences and the specific jobs to be done by the application? (Swilley, 2019)
What ethical and regulatory considerations must be addressed to ensure that AR+concierge™ meets user experience needs and performs its intended functions responsibly and effectively? (Reviews, 2023)
What are the technological considerations in deploying AR+concierge™ (Reviews, 2023)
It is proposed that the iSPARX™ AR+concierge™ will significantly enhance user engagement by addressing specific user experience needs and performing critical tasks more effectively than traditional methods. By providing interactive and personalised AR experiences, AR+concierge™ will engage users through dynamic and immersive interactions. This technology will meet user experience needs by offering intuitive navigation, real-time information, and interactive features that keep users engaged and satisfied throughout their journey. According to Romano et al. (2020), such immersive experiences lead to higher levels of user engagement and satisfaction.
Essential factors influencing user satisfaction with AR+concierge™ include the usability of the interface, the relevance and quality of the provided content, and the responsiveness of the Ai-driven concierge. Swilley (2019) emphasises that understanding the specific jobs to be done by the application is crucial. This means that AR+concierge™ must not only be user-friendly but also effectively support users in achieving their goals, whether it’s finding products in a retail setting or navigating an event space.
Ethical considerations are paramount to ensure AR+concierge™ meets user experience needs responsibly and effectively. According to Reviews (2023), these considerations include ensuring data privacy and security, obtaining user consent for data collection, and addressing potential biases in Ai interactions. Ethical deployment also involves transparency about how user data is used and ensuring that the technology is inclusive and accessible to diverse populations.
The technological considerations for deploying AR+concierge™ involve ensuring robust data integration, scalability, and maintaining high performance across different devices and environments. Ethically, it is crucial to design the system to protect user data and privacy, adhere to regulatory requirements, and mitigate any biases in Ai algorithms. Addressing these technological and ethical aspects ensures that AR+concierge™ can deliver its intended functions effectively and responsibly, providing a superior user experience compared to traditional methods.
5. Key Stakeholders
Retail Businesses are critical stakeholders as they seek to leverage AR+concierge™ to enhance customer engagement and drive sales. By integrating interactive and personalised AR experiences, these businesses can attract more foot traffic, increase dwell time, and ultimately boost sales. Enhanced customer engagement through AR can also lead to higher customer retention and brand loyalty. Retailers can use AR+concierge™ to offer virtual try-ons, guided shopping tours, and interactive product information, creating a unique shopping experience that differentiates them from competitors. (Cheng & Cheng, 2023) (Scholz & Smith, 2016)
Event Organisers - AR+concierge™ offers the potential to significantly improve attendee interaction and satisfaction. By providing immersive and interactive experiences, event organisers can create memorable events that stand out. AR+concierge™ can be used to guide attendees through event spaces, provide real-time information, and engage participants with interactive displays and activities. This technology can also enhance networking opportunities and provide personalised content, making events more engaging and enjoyable for attendees. (Martínez, 2023)
Technology Providers including software developers and hardware manufacturers are essential stakeholders who benefit from opportunities for collaboration and innovation. By partnering with iSPARX™ technology providers can integrate their products and services into the AR+concierge™ platform. This collaboration can lead to the development of cutting-edge AR and Ai solutions, enhancing the capabilities of both the platform and the technologies involved. Technology providers can also gain insights into user behaviour and preferences, driving further innovation and improvement in their products. (Microsoft for Startups FoundersHub, n.d.)
End-Users comprising consumers and event attendees, are the ultimate beneficiaries of the AR+concierge™ system. They enjoy enriched and personalised experiences through interactive 3D avatars and dynamic content tailored to their preferences and behaviours. End-users can benefit from seamless navigation, engaging interactions, and real-time information, all of which contribute to a more satisfying and immersive experience. This technology can transform mundane tasks into engaging activities, making shopping, attending events, and other interactions more enjoyable and rewarding. (The New Era of Immersive Entertainment, 2024)
Understanding the needs and potential benefits for each of these key stakeholders is crucial for the successful deployment and adoption of AR+concierge™. By addressing the specific interests and concerns of retail businesses, event organisers, technology providers, and end-users, the project can ensure broad support and achieve its goal of enhancing user engagement through advanced AR and Ai technologies.
6. Ethical Issues
Privacy and Data Security - Empowering Users by Protecting Their Data. Ensuring robust measures are in place to protect user data and address privacy concerns, thereby empowering users with confidence and control over their personal information (Reviews, 2023).
Bias in Ai Interactions - Implementing strategies to mitigate biases in Ai-driven interactions is crucial to providing fair and unbiased experiences for all users. This involves developing and testing Ai systems to identify and correct biases, ensuring equitable treatment across diverse user groups.
Sustainability; Responsible Choices - Analysing and minimising the environmental impact of deploying AR systems to promote sustainability. This involves optimising energy use, reducing electronic waste and considering the lifecycle impacts of AR technologies. Empowering users to make sustainable and environmentally conscious decisions aligns with the broader goal of environmental sustainability. (“Impacts of the Digital Transformation on the Environment and Sustainability,” 2019).
^1 Protecting user data supports SDG 16, which advocates for peace, justice, and strong institutions, emphasising the importance of protecting fundamental freedoms and ensuring inclusive and transparent institutions.
^2 Mitigating biases in Ai interactions supports SDG 10, which focuses on reducing inequality within and among countries by promoting inclusivity and fairness in digital interactions.
^3 Promoting sustainability aligns with SDG 12, which calls for responsible consumption and production, contributing to a more sustainable and environmentally friendly future.
note : the GPT has been trained on UNSDGs and provide relevant information on prompt “UNSDG considerations”
7. Kaupapa Māori Consideration
Values and Principles: Incorporating relevant kaupapa Māori values and principles is essential in the AR+concierge™ project. This includes recognising the importance of community, respect for indigenous knowledge, and ensuring that the technology is inclusive and culturally sensitive. By embedding these values, the project can promote a more holistic and respectful approach to technology deployment, benefiting all stakeholders involved.
It is crucial to work responsibly under the framework of Te Tiriti o Waitangi, ensuring that the rights and interests of Māori are respected and upheld. This includes meaningful engagement with Māori communities, co-designing solutions that reflect their needs and perspectives, and ensuring equitable outcomes from the deployment of AR+concierge™.
Dr Johnson Witehira, a leading figure in integrating Māori art and design principles in a contemporary context provides valuable insights of kaupapa Māori values in technology projects. His work emphasises the importance of cultural authenticity and the representation of Māori identity in modern applications. By drawing on Dr Witehira’s expertise, the AR+concierge™ project can ensure that Māori perspectives are not only included but are central to the design and implementation of the technology fostering a more inclusive and respectful approach. (image above - Decolonised Research Framework, IDIA)
Incorporating these considerations ensures that the AR+concierge™ aligns with kaupapa Māori values and the principles of Te Tiriti o Waitangi, promoting a culturally responsive and ethically sound project. (Decolonised Research Framework — IDIA, n.d.)
IDIA Decolonised Research Framework
Advanced Technology Architecture for AR+concierge™
Cloud Infrastructure
Microsoft Azure:
Azure Blob Storage: For storing models/assets as Unity objects and other static content.
Azure Virtual Machines (VMs): For hosting the application backend and processing requests.
Azure Functions: For serverless computing and handling API requests.
Azure SQL Database: For relational database management.
Azure Content Delivery Network (CDN): For content delivery and caching.
Azure Active Directory (Azure AD): For user authentication and authorisation.
Cosmos DB: For fast and flexible NoSQL database services.
Database and Data Management
SupaBase: Real-time and scalable data storage and management.
Azure SQL Database and Cosmos DB: Relational and NoSQL databases for storing user data, session data, and other transactional information.
Firebase: Backend-as-a-Service (BaaS) for real-time database, authentication, and cloud storage.
Content Delivery and Streaming
JW Player:
Video hosting and streaming services for 2D and 360° content.
360° HLS HTTP Live Streaming for immersive 360-degree video experiences.
2D HLS HTTP Live Streaming for standard 2D video content.
Augmented Reality Frameworks
ARKit (Apple): Framework for developing AR applications on iOS.
ARCore (Google): Platform for building AR experiences on Android.
Unity: Game engine for developing the AR experience, managing bundles, and assets.
Location and Mapping
Azure Maps: Advanced mapping and location services integrated for spatial awareness and navigation.
GeoSpatial Creator: Tool for creating geospatial experiences and anchoring AR content in real-world locations.
AnchorLocks: System for locking AR content to specific real-world locations for consistent user experience.
Magnetic Field Mapping: Utilising Earth's magnetic field for indoor positioning and navigation.
Indoor Positioning System (IPS): Technology for locating people or objects inside buildings, typically through Wi-Fi, BLE beacons, or UWB.
Proximity and Interaction
UWB Beacons: Ultra-wideband beacons for precise location tracking and interactions within the AR environment.
BLE Beacons: Bluetooth Low Energy beacons for proximity-based interactions and notifications.
User Interface and Experience
Squarespace: Website building platform for marketing, informational purposes, and user engagement.
JW Player: Video hosting and sharing platform for content distribution.
Social Media and Networking
Instagram: Integration for social media sharing and user engagement.
LinkedIn: Professional networking platform for business-related interactions.
Mobile Platforms and Development
Apple App Store: Distribution platform for iOS apps.
Google Play Store: Distribution platform for Android apps.
iOS: Operating system for Apple mobile devices.
Android Studio: Integrated development environment for building Android applications.
Apple Developer: Suite of tools and resources for developing iOS applications.
Security and Compliance
TLS/SSL: Secure transmission of data in transit.
Azure Active Directory (Azure AD): Identity and Access Management for secure access to Azure resources.
GDPR Compliance: Ensuring data privacy and protection according to regulations.
Analytics and Monitoring
Azure Monitor: Monitoring and logging services for Azure resources.
Google Analytics: Tracking and analysing user interactions and behaviours.
Mixpanel: Advanced product analytics to understand user engagement.
Integration and API Management
Azure API Management: Managing and scaling APIs.
GraphQL: Flexible API query language for efficient data fetching.
RESTful APIs: Standard APIs for interacting with backend services.
OpenAi APIs: Advanced Ai and machine learning services for multimodal applications.
Ai and Machine Learning
Ai Multimodality: Incorporating multiple data types (text, image, audio) for a comprehensive Ai experience.
GPT-4: Large Language Model for advanced natural language processing and conversational Ai.
User Authentication
Linkedin Login: For social media-based authentication.
Facebook Login: For social media-based authentication.
Google Sign-In: For easy and secure authentication.
Apple ID Sign-In: For secure authentication on Apple devices.
Continuous Integration and Deployment
Azure DevOps: Automating the build, test, and deploy phases of the application lifecycle.
Jenkins: Open-source automation server for continuous integration and delivery.
Bundles and Asset Management
Bundles: Stored on Unity, swappable at decision points.
Text Assets: Held as .json strings.
Models/Assets: Stored on Azure Blob Storage as Unity objects.
Videos: Hosted on JW Player.
URLs/Links: Configured on the server, specifying text and additional information like animations.
Server Configuration: Managed via iSPARX™ allowing configuration of assets.
Security and API
Azure Services: Primarily using the Australia East region.
API Calls: From the app to Azure, secured with TLS for in-transit data transmission.
This architecture incorporates modern technologies and services to build a robust, scalable, and secure AR+concierge™ platform, with enhanced Ai capabilities and comprehensive data management.
References
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