Talk about the four key impacts of AR on brand marketing

AR technology is no longer just a novelty—it has become a powerful and widely adopted tool across various industries, from computers to the internet. Today, it's making its way into brand marketing, revolutionizing how companies connect with consumers. Let’s explore the four major impacts of AR on modern brand marketing. As one of the first technologies to enable real-world transactions, AR has gained significant traction in the marketing space. Its unique capabilities give brands an edge in engaging audiences in new and exciting ways. Traditional advertising often feels intrusive, but AR flips this dynamic—users are now actively seeking out AR experiences, scanning icons on their phones to participate in interactive campaigns. This shift represents a major transformation in brand marketing. AR-driven scene marketing is growing rapidly, helping to elevate the entire industry. Major brands are leveraging AR for entertainment and interaction, creating immersive experiences that resonate with today’s tech-savvy consumers. When traditional digital marketing became saturated and competitive, AR emerged as a fresh strategy. Companies began integrating AR into their marketing plans, using it as a powerful tool to boost engagement and drive sales. This trend was fueled by advancements in AR technology, improved infrastructure, and better consumer awareness. The development of AI image recognition and big data has significantly advanced AR’s maturity. Meanwhile, the rising market share of smartphones in China provided the perfect environment for AR to thrive. In 2017, China accounted for 96% of global smartphone sales, laying a strong hardware foundation for AR marketing. Earlier AR campaigns like Alipay’s AR red envelopes and national AR events helped educate users and build interest in AR-based marketing. With everything in place, the stage is set for AR to reshape the future of brand marketing. Ant Agent has been at the forefront of this movement, working closely with Ant Financial and Alipay to create innovative AR campaigns. Recently, we spoke with Lin Zhijian, founder of Ant Agent, to gain deeper insights into how AR is transforming the marketing landscape and what the future holds. **First, breaking the homogenization of marketing** Today, generic ads are losing effectiveness, causing consumer disinterest and damaging brand perception. In 2017, more brands started shifting toward AR, recognizing its potential to stand out. Brands like Procter & Gamble, Weiluoshi, and Coca-Cola have used AR to create unique, interactive experiences that capture attention. Lin Zhijian, CEO of Ant Agent, noted that AR is not only visually striking but also highly engaging. The combination of 3D avatars, interactive product demos, and multi-sensory elements makes AR marketing a standout in any campaign. Moreover, AR fosters community engagement, turning users into active participants who spread the word organically. **Second, engaging consumers and building loyalty** AR marketing is fundamentally about interaction and entertainment. Consumers are no longer passive viewers—they become active participants, enjoying the blend of virtual and real-world experiences. This shift leads to stronger brand loyalty and higher conversion rates. Ant Agent has taken this a step further by developing AR games, such as the "Alipay Cashless Week" gold mine game, which combines immersive experiences with instant rewards. These efforts help build goodwill and encourage repeat interactions, ultimately driving sales. **Third, bridging online and offline experiences** With the rise of new retail, the integration of online and offline marketing is essential. AR helps bridge this gap, turning physical spaces into interactive platforms. Offline locations like malls, restaurants, and stores can now offer engaging AR experiences that drive traffic and increase sales. By connecting online and offline channels, AR creates a closed-loop ecosystem that enhances customer experience and promotes consumption. This approach is especially valuable for traditional businesses looking to modernize and stay relevant. **Fourth, borderless marketing for a connected future** AR marketing is truly borderless, spanning interactive, social, e-commerce, and public relations domains. Ant Agent has successfully applied AR in multiple areas, including supporting major film launches and large-scale events. Looking ahead, Ant Agent plans to launch a shared AR platform to further expand the reach of AR marketing. As predicted by Zuckerberg, AR and VR could become the next major interactive platforms in the coming years. While the future is uncertain, one thing is clear: AR will continue to surprise and shape the world.

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