In contrast to VR and MR, augmented reality has the huge advantage of being available through a standard smartphone, removing any technological barrier for both the consumer and the retailer. Most people have already used an AR app, at least in the form of a face filter.
For this technology to work, algorithms are needed which recognize targets and track these in the real world, so that a digital object can be placed in that position in real time.
Aside from facial recognition, images and flat surfaces can be discerned. Animations can be placed on top of images, thereby bringing the image to life; digital objects can be placed on surfaces (which goes fluently into MR).