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IT solutions like augmented reality (AR) significantly increase the flexibility of
running business. AR is a system that connects the real world with computer generated
visualizations supported by an object recognition software. The real word video is merged
with 3D computer graphics generated in real time. As a result the user gets interactive
and digitally manipulable information about the surrounding world. AR has many areas
of application. It can be used in architecture, commerce, education, emergency, industry,
medicine, military, navigation, sport and tourism. It can be also a very useful tool in market
- ing e.g. interactive dressing rooms, smart mirrors, AR catalogues, furniture visualizers, shoe
and clothes samplers. Therefore augmented reality can meet the new needs of customers
and generate profits for business. The aim of the article is to present recent trends in using AR. The paper contains char -acteristics of augmented reality, recently developed AR tools for marketing purposes, ben-efits and risks (barriers) of AR tools adoption. At the end of the article the authors present conclusions derived from the analysis of recent scientific AR publications and AR related projects available on crowdfunding platforms and the proposal for the future research.
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