Should Augmented Reality Be Capitalized?


Augmented reality (AR) is a technology that enhances real-world environments with digital information, images, and objects. AR has gained significant attention in recent years due to its potential for revolutionizing various industries such as marketing, education, healthcare, and entertainment. However, there are debates on whether AR should be capitalized or not. In this article, we will explore the pros and cons of capitalizing AR and examine case studies to determine if it is an effective strategy for businesses.

Pros of Capitalizing AR:

  1. Increased Brand Awareness: Capitalizing AR can help increase brand awareness by creating unique experiences that resonate with consumers. For example, Nike’s "Nike+ AR Kit" allowed users to try on virtual shoes and see how they would look on them before making a purchase. This approach helped Nike build a loyal customer base and increased sales.
  2. Improved Customer Engagement: Capitalizing AR can create engaging experiences that keep customers interested and coming back for more. For instance, IKEA’s "AR Experience" allows users to visualize furniture in their homes before buying it. This approach not only helped IKEA increase sales but also improved customer satisfaction.
  3. Enhanced Learning: Capitalizing AR can help enhance learning by creating immersive experiences that provide a more engaging and interactive way of teaching concepts. For example, the "AR Science App" allows students to explore science concepts in a fun and interactive way.
  4. Increased Efficiency: Capitalizing AR can improve efficiency in various industries such as manufacturing, construction, and transportation. For instance, AR can help workers visualize complex designs and make more accurate measurements, reducing errors and increasing productivity.

Cons of Capitalizing AR:

  1. High Costs: Capitalizing AR requires significant investment in hardware, software, and development resources. This cost may be prohibitive for small businesses or startups.
  2. Complexity: Capitalizing AR can be complex, requiring specialized skills and expertise. This complexity may make it difficult for businesses to implement and manage effectively.
  3. Limited Accessibility: Capitalizing AR may not be accessible to all users due to the need for specific hardware or software. This limitation may limit its potential impact on some markets.
  4. Security Concerns: Capitalizing AR may raise security concerns, especially if sensitive information is being displayed in real-time. Businesses must ensure that their AR applications are secure and protected against cyber threats.

Case Studies:

  1. Coca-Cola’s "Share a Coke" Campaign: In 2011, Coca-Cola launched its "Share a Coke" campaign, which involved placing the names of popular social media influencers on Coke bottles. The campaign was successful in increasing brand awareness and sales, with Coca-Cola reporting a 2.5% increase in sales. However, the campaign did not involve AR technology.
  2. Pokémon GO: In 2016, Nintendo released Pokémon GO, an AR game that allowed users to capture virtual creatures in real-world environments. The game was successful in increasing user engagement and revenue, with Nintendo reporting over $2 billion in revenue within the first year of launch.
  3. Snapchat’s "Lens" Feature: Snapchat’s "Lens" feature uses AR to enhance photos and videos by adding filters and effects. The feature has been successful in increasing user engagement and retention, with Snapchat reporting over 208 million daily active users as of Q4 2020.


Capitalizing AR can be an effective strategy for businesses looking to increase brand awareness, customer engagement, learning, and efficiency. However, it requires significant investment in hardware, software, and development resources and may not be accessible to all users. Businesses must carefully consider the pros and cons of capitalizing AR before making a decision. By analyzing case studies and industry trends, businesses can make informed decisions that align with their goals and objectives.