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Has Augmented Reality finally come of age?

The other day I overheard someone in the supermarket telling their friend that they had spent the weekend killing zombies all over their house. It turns out that these weren’t real zombies (quietly relieved) but characters in a smartphone game that uses augmented reality (AR) technology to make it look as if the un-dead are creeping up the stairs and clawing at your windows in droves. That reminded me of a new marketing campaign I had read about that could place brightly coloured dancing animals all over your box of breakfast cereal just by pointing your phone at it. As I walked down the aisle in the supermarket I was struck by just how awful a prospect that is.

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