Baidu gets serious about AR marketing

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Leading Chinese Internet search giant is betting huge on augmented reality (AR).

The NASDAQ-listed company recently launched a new AR lab in Beijing, China to explore and discover new related technologies and applications for various industries.

Its efforts will help CMOs and marketers to take customer engagement and interaction a notch further on their mobile devices.

The establishment of the AR Lab, which currently employs 55 people, is an offshoot of Baidu’s Institute of Deep Learning (IDL).

It aims to help shore up revenues by helping CMOs to use AR for better marketing, following on the foundations and possibilities highlighted by the popularity of Pokemon GO, the global AR sensation still unavailable in China.

The launch of the new facilities follows the company’s launch of a mobile AR platform DuSee in August last year.

Essentially, the technology allows Chinese mobile users to interact with traditional media in new ways without having to use any headsets.

According to earlier reports, major brands such as L'Oreal China, KFC China, and Lancome, are using the technology to provide customers with fun, interactive experiences to learn about products and offerings.

AR features are also available in Baidu's Mobile Baidu app, Baidu Maps, and Baidu Nuomi.

The new facility aims to build on this platform and explore new ways to engage customers using AR while making the new technology a vital part of its search engine.

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