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They have a new proprietary OS to power its fifth generation of AR spectacles. Amazon's Echo Frames received little attention. But then you come to Ray-Ban and the Meta Smart Glasses. Their first generation sold only 300,000 pairs in 18 months, and less than 10% of purchases was still being actively used two years later. But we'll see for the next version. Are they the company?

In second place was southern Europe with 50% according to the A, b, C of mobility research paper by Raphael Prieto, cual, complexity Science hub and Juan p OA of ar, VT university. So 92% of trips in America owned by cars versus if you take European in its entirety, it's just 43% for cars. Then in America, 4% of trips are by public transport compared to 32% in Europe.

'Cos frankly, there are a few things that they've tried to do, like have an enterprise augmented reality division, which I think you covered on the pot at one point, they shut down. And a lot of the things that they want to do, I don't want to say they haven't worked.

So what would we think if the Apple Vision Pro was the first VR/AR headset?

We're going to see it more in social media, smartphones, search engines, AR/VR devices, e-commerce, everything. New Apple Intelligence I think is a great recent example of integration. So many people use Apple devices, now they're going to have generative AI operating in the background without thinking about it. (14:32):.

And if it can do that, I think it's very well positioned for the future in terms of the way that it's diversifying its revenue streams, not only with Snapchat+, but its expansion into a tech platform focused on AR as well as that strong engagement that we continue to see from its users. There's clearly a long road ahead, and it's not going to be easy, but no, I'm not giving up hope on Snap just yet.

I think one of the things that I was looking at with Snap was just to see they were trying very much throughout last year to create novel advertising experiences and lean into AR, particularly in-store with some partners, and they had to pull back from that. And the ultimate thing that... What I see with Snap is yes, there's a lot of interesting international growth.

First of all, it seems like a really heavy lift for a brand or retailer to enable this kind of experience, not just AR try-ons, but the creation of a digital mannequin to live inside the internet. Also, I have no reason to believe that in 2024 digital avatars will get life-like enough to really juice adoption there.

Another thing we could see is applications in BR and AR, making the technology more immersive, hyper-realistic, make it more of a sensory experience, not just appearing visual without the need for an external device. Now that said, a couple of neural links competitors at least have the same interface, but it doesn't have to be invasive.

We've seen things like augmented reality, technology trends. The technology can be there, but it takes a while for the humans to catch up in their behavior. Marcus Johnson:. Blake is going to take us a step further. He's got the medium case, so he's arguing that there will be one or two significant use cases that will emerge within the world of AI that will latch onto. Blake.

So shoppable ads, gamified ads, AR ads, not all of those work for all brands, but if a brand can tell a story, they can create a Choose Your Own Adventure ad. Marcus Johnson:. Great. I liked Daniel's example in this piece, the Reebok ad where they developed an outdoor interactive ad campaign in Sweden using a speed camera.

I think one area where they have an edge in shopping though of course is an augmented reality, but that isn't seeing as much uptake that would make Snapchat a stronger player in the space. So Spotlight seems to be growing, but it's growing from a pretty small base. And the lack of shoppability of Snapchat compared to the other players is what's putting it in third place. Sara Lebow:. Yeah. Okay.

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