Augmented Reality Digital Assistants (ARDAs): examining the role of anthropomorphism

Graeme McLean; Hannah Marriott; Jennifer Barhorst

Abstract

The role of Augmented Reality (AR) has expanded dramatically across contexts in recent years, with the rise of AR games (e.g., Pokémon Go), AR shopping (e.g., IKEA app) and AR social media (e.g., Snapchat), and product demonstrations (e.g., Toyota and Hyundai). AR is slowly becoming a part of everyday life, from us-ing filters on social media to being an educational tool, and is ex-pected to continue to grow. In 2021, the mobile AR market was worth approximately 12.45bn USD and is expected to reach over 36bn USD by 2026 (Alsop, 2022). Alongside AR, Digital Assistants (DAs) have also developed at a considerable rate, with an expected eight billion digital voice assistants being used globally by 2024 (Thormundsson, 2022). DAs can be categorised into two fundamen-tal streams, being (1) voice assistants (VAs) and (2) chatbots.

Original language	English
Publication status	Published - 17 May 2023
Event	48th Academy of Marketing Science (AMS) Annual Conference 2023 - Hilton New Orleans Riverside, New Orleans, United States Duration: 17 May 2023 → 19 May 2023 Conference number: 48th https://www.ams-web.org/event/2023AC

Conference

Conference	48th Academy of Marketing Science (AMS) Annual Conference 2023
Abbreviated title	AMS-AC-2023
Country/Territory	United States
City	New Orleans
Period	17/05/23 → 19/05/23
Internet address	https://www.ams-web.org/event/2023AC

Keywords

Augmented Reality
Digital Assistants
Anthropomorphism

Access to Document

Augmented-Reality-Digital-Assistants-(ARDAs)-examining-the-role-of-anthropomorphismAccepted author manuscript, 148 KBLicence: Strath_1

Cite this

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title = "Augmented Reality Digital Assistants (ARDAs): examining the role of anthropomorphism",

abstract = "The role of Augmented Reality (AR) has expanded dramatically across contexts in recent years, with the rise of AR games (e.g., Pok{\'e}mon Go), AR shopping (e.g., IKEA app) and AR social media (e.g., Snapchat), and product demonstrations (e.g., Toyota and Hyundai). AR is slowly becoming a part of everyday life, from us-ing filters on social media to being an educational tool, and is ex-pected to continue to grow. In 2021, the mobile AR market was worth approximately 12.45bn USD and is expected to reach over 36bn USD by 2026 (Alsop, 2022). Alongside AR, Digital Assistants (DAs) have also developed at a considerable rate, with an expected eight billion digital voice assistants being used globally by 2024 (Thormundsson, 2022). DAs can be categorised into two fundamen-tal streams, being (1) voice assistants (VAs) and (2) chatbots. ",

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AB - The role of Augmented Reality (AR) has expanded dramatically across contexts in recent years, with the rise of AR games (e.g., Pokémon Go), AR shopping (e.g., IKEA app) and AR social media (e.g., Snapchat), and product demonstrations (e.g., Toyota and Hyundai). AR is slowly becoming a part of everyday life, from us-ing filters on social media to being an educational tool, and is ex-pected to continue to grow. In 2021, the mobile AR market was worth approximately 12.45bn USD and is expected to reach over 36bn USD by 2026 (Alsop, 2022). Alongside AR, Digital Assistants (DAs) have also developed at a considerable rate, with an expected eight billion digital voice assistants being used globally by 2024 (Thormundsson, 2022). DAs can be categorised into two fundamen-tal streams, being (1) voice assistants (VAs) and (2) chatbots.

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