Why augmented reality matters to museums.
Augmented reality (AR) is the technology consisting of layering fictional elements such as images, 3D holograms or even texts onto a real image the user sees through their smartphone when opening the camera. It is basically altering reality by adding tech-generated elements onto the real world.
AR is a product of artificial intelligence (AI), which is a computer-based intelligence capable of evaluating given data, cast a judgment and act upon given data without any human interference. For instance, cult video game Pokémon GO allows us to capture all our favorite mythical animals out in the real world, through a smartphone. When you’re walking in a park and find a Bulbasaur in front of you, try leaning forward/backward, or even getting closer or further, and you will find that the dimensions and angles of the Pokémon will change, following whichever perception is the closest to real life. That is basically your smartphone camera taking in information such as distance or inclinaison, analyzing it in your phone and then deciding (or acting) on how to display the Pokémon depending on your position. In other words, the artificial intelligence (AI) of your phone decided that it should display Bulbasaur in that specific way because it has made the decision that it’s the best outcome you should get.
The exponentially rapid adoption of such technologies started a few years ago thanks to games such as Pokémon GO and/or filtered selfie features found on different social medias such as Snapchat and Instagram. These have allowed mass democratization of AR. We’ve witnessed its use in different fields like the health sector, aeronautical but also cultural industries and specifically museums.
Museums have showcased remarkable evolution of their mediation which only proves their fast adaptability to new technologies. However, they remain reluctant to AR/VR which are capable to transcend and improve user experience.
Image recognition, a form of augmented reality within AI, allows a smartphone to detect a point of interest in a museum (paintings, sculptures, drawings…etc.), assess it and provide information regarding that POI. That feature “augments” simple reality of 2D images to rich and engaging content.
French singer Barbara was the subject of an exhibition by the Institut National de l’Audiovisuel (INA) in 2018. Her portraits were hung on the exterior walls of the Palais Brongniart in Paris, where passersby were encouraged to scan the portraits using the dedicated Barbara app in order to bring them to life. By scanning these images of Barbara, pedestrians were able to access testimonies, videos, and songs of the artist directly through the app. The simple images on the wall were the key to a Barbara-branded world full of rich content. By the end of the exhibition, the image recognition feature represented 30% of overall app traffic and had the highest engagement rate among all app features. It witnessed 37.3% more traffic than the second-most used feature of the app.
The technology allowed higher user engagement among the app, which can only be considered as an opportunity to museums hoping to better visitors’ experience without having to break the bank with complex virtual reality (VR) solutions.
At the Musée cantonal des Beaux-Arts in Lausanne, Switzerland, image recognition has quickly become one of the most used features of the museum’s mobile app thanks to visitors relying less on cartels, and more on their personal smartphones, simply because it’s a more efficient and faster way to get the needed information. Image recognition at MCBA witnesses more than 20% of overall app traffic.
Adopting technologies such as image recognition is a wise and simple way to assess the public’s receptivity of the features without engaging too much in complicated installations in-situ.
While a simple VR headset costs around 400€ (plus tax), the real costs of VR lie in the conceptualization, installation, maintenance of such experiences, which can quickly become expensive, neighboring thousands upon thousands of euros.
An AR feature such as image recognition costs around 1,000€ and doesn’t require any special, nor complex installation.
Another thing to worry about concerning in-situ VR installations is hygiene. With limited equipments, headsets are interchangeables among visitors and become a public health issue especially during viral seasons. From children being exposed to multiple risks and illnesses to seniors with weaker immunity systems, cleaning and neutralizing infections on VR equipments must be taken very seriously and should happen regularly. While a smartphone app guide is for personal use and limits any risk to a minimum.
Augmented reality, including image recognition, also limits visitor isolation by encouraging users to exchange thoughts, experiences and information among them. Sharing an AR experience with someone else is much more likely to happen than sharing a VR experience. The latter requires a hight level of immersion from the user, hence forcing them to isolate themselves for others in order to fully experience the moment.
In result, AR can be easily and rapidly deployed in cultural institutions such as museums and allows assessment and evaluation of routes and visitor interest all while avoiding heavy investment in-situ installations.
At smArtapps, we offer different AR features to all our clients, contact our Head of Development Céline Cauderlier (cc@smartapps.fr) and get all the information you need to start integrating new technologies adapted to your space, visitors and goals.
