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Digital Counterfeits

Some Burberry products are showing up with high-quality 3D models in Google search results. Burberry is, as far as I know, the first brand in the UK to take advantage of the AR search feature that Google announced back in May last year. You can see an example of how it works in the video below.

Product previews and try-ons are a genuine use-case for AR, contingent on them being the right product; shoes and accessories (Burberry), spectacles (Snap), electronics (Apple), and furniture (IKEA) are all good examples.

What’s really interesting, though, is the possible emergence of a new behaviour: digital counterfeiting.

Can’t afford $645 glasses? Wear a digital counterfeit instead. If you post a video or photo to your social channels, who’ll know the difference?

As with physical goods, the quality and the detail will be the things that give away fake models. Businesses might have to rush to release high-quality 3D models of their products to avoid a flood of knock-offs.

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Trends in Consumer Digital Technology for 2019

For the past few years I’ve got into the habit of starting the new year with an article consolidating my thoughts on where we’re at with consumer digital technology; looking at the landscape, and at what the biggest players are doing—my focus is mostly on Amazon, Apple, Facebook, and Google, but it’s not exclusively on them. I want to tease out a few trends to help orient myself in my role for the year ahead. I try not to make predictions, but perhaps play out some possibilities.

There are two big declines at the core of this year’s trends, which I think set the tone for where consumer tech might head in 2019. They are the smartphone decline, and the Facebook decline.