What is Augmented Reality
Augmented Reality is a digitally augmented portrayal of a real-world physical location created through the use of digital visual components, audio, or other sensory stimulation delivered by technology. It has been an increasing trend among businesses with many use cases that can be mentioned in various fields.
One of the key aims of augmented reality, in the midst of the rise of data gathering and analysis, is to emphasize certain properties of the real world, improve comprehension of those qualities, and extract smart and accessible information that can be used in real-life applications. Big data may help companies make better decisions and get insight into the purchase habits of their clients, among other things.
The Augmented Reality industry has grown at an exponential rate in recent years, as it is increasingly being used by enterprises. From $6.12 billion in 2021 to $97.76 billion in 2028, the sector is predicted to grow at a compound annual growth rate (CAGR) of 48.6 percent.
Privacy Risks of Augmented Reality
Any new technology introduces the possibility of data loss, theft, or misuse. Therefore, marketers must address the security concerns associated with augmented reality early on in order to avoid such threatening and critical situations.
As mentioned previously, augmented reality allows a set of models to overlay with the real-world environment through a smart device. Although it has been around for a long time, the more popular this technology grows, the more challenges it creates, and one of them is privacy-related. Using this automation in a particular surrounding can send countless messages to marketers. For instance, AR glasses may provide a visual temperature meter for frying pans. They can detect when a person runs low on certain kitchen utensils and would promote new ones to them. They may make users feel like they are in a movie theater while they are actually viewing a movie on a regular TV. Owners may change their appearance by erasing facial flaws or appearing slimmer to other AR glasses users with an attempt of washing away their insecurities.
Some believe that eye tracking in augmented reality will be a game changer. This is because it enhances accuracy and the user experience, and facilitates dynamic concentration or comprehending the emotions of the players, so that developers can create experiences. Others believe that eye tracking in will boost security in these systems since it may be utilized as a biometric identification, allowing users to safely log in using this way.
However, gaze tracking can threaten users’ privacy since it can read individuals’ subconscious and the way they perceive things by having advertisers analyze their interpretation of a certain content.
Advances in AR technology, such as machine learning and face recognition, have resulted in changes to people’s looks and voices. This is commonly known as deepfake technology. Deepfake footage may now be easily identified. However, tracking sensors will eventually lead to the construction of more convincing fake identities. Hackers might be able to simply employ motion tracking devices to generate movement and use it against regular users; therefore, blackmail them and create irreversible damages. The ability to generate fake identities might sound intriguing and enticing from a technological standpoint. However, this is hardly cause for celebration in terms of cybersecurity. Without sufficient security measures, one’s identity may fall into the wrong hands.