Augmented reality has become a tempting marketing tool for brands tired of shoppers seeing their products as static offerings on store shelves. Research suggests that these phone-based visual experiences can help drive sales, particularly for smaller brands with a more narrow audience in mind. Depending on the approach, AR campaigns can help shoppers pick between product varieties or even boost shopper loyalty with email capture or special offers.

Meta has unveiled a new prototype for augmented reality (AR) glasses, named Orion, which signifies a shift from the company's previous focus on bulky virtual reality (VR) headsets. During the Meta Connect keynote, CEO Mark Zuckerberg showcased these lightweight glasses, weighing only 100 grams, as a glimpse into the future of AR technology. The Orion prototype aims to provide a more comfortable and practical alternative to existing VR devices, which tend to be heavier and less user-friendly. The design of the Orion glasses emphasizes the need for them to be lightweight and resemble traditional eyewear, avoiding the bulkiness associated with VR headsets like the Meta Quest 3. To achieve this, some processing is offloaded to a small wireless "puck" that connects to the glasses, allowing for a more streamlined design. The glasses utilize innovative microprojection technology, where tiny projectors embedded in the arms of the glasses project images into specially designed waveguides. This technology enables the display of holographic images that can be layered over the real world, providing a true augmented reality experience rather than just a passthrough view. Zuckerberg highlighted the challenges of ensuring that the projected images are sharp and bright enough to be visible in various lighting conditions. The Orion glasses boast a field of view of 70 degrees, which is larger than that of competitors like Microsoft's Hololens 2 and Magic Leap One. Users can interact with the holograms through voice commands, hand gestures, and eye tracking, but a notable feature is the "neural interface" wristband. This wristband can detect subtle wrist and finger movements, allowing users to control the AR experience without needing to speak or make large gestures. Overall, the Orion prototype represents Meta's ambition to redefine the AR landscape, moving towards a future where augmented reality is seamlessly integrated into everyday life through lightweight and user-friendly devices.

Mark Zuckerberg envisions a future where augmented reality (AR) glasses, specifically Meta's Orion, will replace smartphones as the primary computing device. During an interview at Meta Connect, he discussed the long development journey of Orion, which has been in the works for nearly a decade. Initially intended as a consumer product, the glasses have evolved into a sophisticated demo due to production costs and technical challenges. Zuckerberg expressed confidence that AR glasses represent the next major platform shift, akin to the transition from desktop to mobile. The partnership with EssilorLuxottica, the eyewear conglomerate behind Ray-Ban, is pivotal for Meta's strategy. Zuckerberg believes that this collaboration could replicate the success Samsung had in the smartphone market, positioning Meta to tap into a potentially massive market for smart glasses. The current iteration of Ray-Ban smart glasses has seen early success, indicating a consumer appetite for stylish, functional eyewear that integrates technology without overwhelming users. Zuckerberg's demeanor during the interview reflected a newfound confidence and a willingness to engage in self-reflection regarding Meta's past controversies, including its role in political discourse and social media's impact on mental health. He acknowledged the challenges of navigating public perception and emphasized a desire for Meta to adopt a nonpartisan stance moving forward. The conversation also touched on the integration of AI into the glasses, enhancing their functionality and user experience. Zuckerberg believes that as AI capabilities grow, users will increasingly rely on glasses for tasks traditionally performed on smartphones, leading to a gradual shift in how people interact with technology. Zuckerberg's insights suggest that while smartphones will not disappear immediately, AR glasses will become more integral to daily life, allowing users to engage with digital content in a more immersive and seamless manner. He anticipates that as technology advances, the glasses will evolve to meet consumer needs, ultimately reshaping the landscape of personal computing.