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Adobe Uses VR to Abolish Dehumanising Technology Interaction

Many different companies are interpreting and taking on virtual reality (VR) in different ways, whether it enhances work or bridges gaps in the system. Adobe held a conference yesterday, who has been working with Goldsmiths, University of London, and ran through the data collected that gives an insight into how brands and companies should regard user interaction and technology, and how VR and AR is at the forefront.

During the Adobe’s Cross-Channel Marketing Forum in London yesterday, there were five elements that Dr Chris Brauer, Director of Innovation at Goldsmiths University London outlined in terms of patching up the gap between companies and customer satisfaction, and each of them were supported by the use of virtual reality (VR). “Augmented reality, virtual reality, artificial intelligence, wearable technology – in many ways these technologies offer a pathway to these more meaningful experiences, and this was really interesting for us to encounter.”

adobe future of experience

One of the more interesting points made was that “VR is the new privacy”. Brauer went on to explain: “Privacy was a really interesting with VR there’s an opportunity to escape into another world – where do you get a private moment in everyday life? These technologies provide you an opportunity to escape. To reflect, to engage in a different way. This is privacy.”

Brauer highlighted how using VR and AR can create a more humanised experience for customers and users in situations such as user interface and customer service. “Turn on wellbeing like you’d turn on a tap – if these technologies can facilitate and promote wellbeing like you’d turn on water, so to is wellbeing ready to you, either with a VR experience or AI coaching promoting what you’re doing.”

All of these conclusions came from many surveys that the Goldsmiths, University of London have conducted: “From wearables to creative AI, VR to AR and IoT, every participant, regardless of the technology used, described at some point how this tech has potential to make them a more creative person as well as allow them to discover new things. This is backed up by nearly two thirds (64%) of the adults we surveyed who said that a good digital experience allows them to discover new and unexpected things that they like and love.”

More information concerning the full report can be found in the blog post by Adobe.

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