Augmented reality has been a major game-changer in the marketing industry. However, given its early stages and potential for the future, we are possibly yet to witness more interesting outcomes in the coming years. But one thing is evident—pairing cutting-edge technologies could bring surprising changes that could potentially transform the way we perceive the world.
One brilliant example of such technology pairing has come under the spotlight with Pinterest’s venture to boost diversity and inclusion. In their latest effort, the social media giant has reportedly combined augmented reality with artificial intelligence to support innovation and change. The outcome, much to consumers’ delight, has resulted in a better and improved representative shopping experience that advocates for diversity and inclusion.
Incorporate diversity
Jeremy King, Pinterest’s Head of Engineering has stated in a recent interview that the new venture, combining AR and AI, has dramatically helped them incorporate diversity in a way that visibly helped the organization’s bottom line. The social media platform boasts over 80 million users across the globe. With that many people looking for beauty items on the platform, Pinterest had to look for an innovative and more appealing way to retain their customers. The major goal in this regard was to develop a way where people could visualize themselves using the products in which they are interested. But advertisement has its own limitation, for it cannot always represent the diversity that people could easily relate to.
Try On tool
To overcome the hurdle, Pinterest has developed the Try On tool. This unique AR-powered tool allows users to visualize themselves sporting the product of their choice using their smartphones. Imagine trying on a dress at a store or testing a nail color before making the purchase—the innovative Try On tool gives you the same experience, but virtually. Unlike looking at a model portraying a beauty item, customers can now virtually try the product themselves and get a clear idea about how they would look in it. Using AR and AI, the Try On tool offers a broad palette of skin tone and textures so that users can relate more easily.
AR feature
The Try On tool is essentially an AR feature enhanced by artificial intelligence. It allows customers to use their smartphones’ cameras to try on various shades of lipsticks, eyeshadows, as well as makeup filters. Using the tool is relatively simple. Say, you want to test a particular red lipstick. All you need to do is search the shade, point your camera to your face, pick from the extended palette of skin tones that matches with yours, and press the button to try on.
Eliminate bias
King said that Pinterest has worked hard to eliminate bias from the data by thoroughly diversifying the data sources and further, testing machine learning algorithms and computer visions on a wide range of makeup colors and skin tones. As a result, Pinterest has been able to successfully serve diverse demands across the board, creating a better representative shopping experience. King added that this was not just a good thing for the business. Rather, it was the right thing to do.
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