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       Augmented reality (AR) consists of a “live” view of the real world that has aspects of it that are “augmented” by a computer-generated input such as a sound, video, graphics, haptic feedback or GPS data. Augmented reality is beginning to make its way into mainstream platforms, such as Snapchat. As AR has been increasing in both its popularity and usage, we are now seeing the ways in which it can be used in a variety of different ways and platforms.

One of the big themes of nearly every SXSW event we attended was personalization. Even events about the Future of TV had panelists talking about supplemental apps or making sure people could watch on the devices they chose. A news discussion with Dan Rather and Dan Pfeiffer also discussed how people consume news on the platforms of their choice, like Facebook and Twitter. Customers are looking for a more personal, customized experience in the place of their choice.
Predictive technology is making big strides in making these more curated experiences accurate. Facebook’s facial recognition technology is making use of their extensive data on user tagging so they can auto-tag your photographs when you post them. This technology may be more accurate than that of law enforcement. Netflix’s House of Cards was famously made by using data to understand that a political drama starring Kevin Spacey directed by David Fincher would be popular. An important consideration with using predictive data for customer recommendations is providing said data to customers.