From e-commerce to live entertainment, technology is redefining engagement.
Mumbai: Traditional advertising primarily engages the visual and auditory senses, missing out on elements like touch, motion, and spatial awareness—the sense of knowing one’s position in physical space. However, Augmented Reality (AR) and Virtual Reality (VR) bridge this gap by offering multi-sensory experiences, incorporating haptic feedback, 3D spatial audio, and interactive visuals.
Despite their potential, Vinit Karnik, Managing Director, Content, Entertainment, and Sports at GroupM, highlights key challenges in AR and VR adoption. “The first challenge is the speed of processing and low latency. The second is the affordability of AR and VR technologies,” he noted.
Karnik remains optimistic about the future of immersive content consumption. He stated, “With the shift from 4G to 5G, we are entering an exciting era where AR and VR will revolutionize how people engage with content. India already has nearly 750 million smartphone users, making this the perfect time for experiential content to thrive.”
E-commerce is already seeing this transformation, with AI-powered try-ons significantly enhancing the online shopping experience. “AI try-ons now drive 65% of engagement on e-commerce platforms, allowing users to visualize how products like clothes or accessories will look on them before purchasing,” Karnik revealed.
Brands like Asian Paints are pioneering mixed reality experiences, allowing users to visualize their living spaces in different colours and designs before making a purchase. Karnik praised this innovation, stating, “Asian Paints is redefining how technology enhances customer decision-making through immersive experiences.”
On cost, Karnik highlighted the increasing accessibility of AR and VR devices, with some available for under ₹5000. “By 2025, nearly 450 million people are expected to use AR and VR devices for immersive shopping experiences,” he projected.
The impact of AR and VR extends beyond shopping into sports and live entertainment. “Over the past few years, we’ve seen how technology enhances sports engagement. By 2025, the live entertainment sector will fully embrace AR and VR, with Indian and international artists creating immersive experiences for audiences,” Karnik predicted.
With advancements in connectivity, affordability, and content innovation, AR and VR are set to reshape advertising, shopping, and entertainment, making experiences more interactive, engaging, and personalized.
