In Understanding The Future of Marketing I explained the dichotomy of technology into Augmented Reality (AR) and Virtual Reality (VR): “Augmented reality uses digital technology to make the real world feel digital, while virtual reality uses digital technology to make the digital world feel real.”
From where we are standing there are only two available paths that lead into a future that make sense. One takes us into a world where “digital” and “real” are indistinguishable from one another. They become labels that describe the landscape we operate in at the moment in time when we need to access information. It is information and capabilities then (i.e. functionality) that begin to define which layer of the whole we are in and the edifice, in its entirety, is called Augmented Reality (AR).