Image tracking - New paradigm for Mixed Reality

Thetracciamento delle immagini is a technology that allows devices to recognize physical images and use them as anchors to overlay interactive digital content. This feature, which has rapidly evolved in recent years, represents a fundamental step for Augmented Reality (AR), enabling more precise and dynamic immersive experiences. Today, image tracking is at the core of many applications, from interactive museums to experiential marketing, to integration in Mixed Reality headsets like the Meta Quest 3.

How does image tracking work?

Image tracking leverages advanced computer vision algorithms to recognize predefined images in the real world and use them as markers for the positioning of digital content. The process is divided into three main phases:

1. Image recognition: the software analyzes a photo or an illustration and compares it with a database of reference images.
2. Space anchoringOnce recognized, the image becomes a reference point onto which digital elements such as videos, 3D models, animations, or interactive experiences are projected.
3. Real-time update: thanks to the use of advanced sensors and artificial intelligence, the digital content remains stable relative to the image, even if the user changes angle or moves.

This technology allows for the transformation of physical objects such as postcards, posters, paintings, or even product packaging into gateways to engaging AR experiences.

Artivive: the first successful example in image tracking

One of the first software to demonstrate the potential of image tracking in the artistic field was Artivive, an app that allows you to animate works of art through Augmented Reality. Using a smartphone or tablet, users can frame a work of art and see it come to life with animations, videos, and interactive content.

Artivive has paved the way for a new way to experience art, encouraging museums, galleries, and artists to explore the possibilities offered by AR. This tool has demonstrated how the combination of the physical and digital worlds can enhance visual storytelling and increase audience engagement.

Sopra la Realtà integrates image tracking into its Land AR

Recently, Over the Reality has announced the integration of image tracking into its Augmented Reality experiences. This innovation represents a huge step forward for the Web3 platform, which already allows for the creation of geolocated content in AR.

The addition of image tracking in the Land AR by Over the Reality paves the way for countless innovative use cases:

• Museums and interactive exhibitionsUsers can discover exclusive multimedia content simply by scanning a work of art or a sculpture.
• Immersive advertising and marketingBrands can transform their advertisements into engaging AR experiences, bringing packaging and advertising posters to life.
• Gaming and interactive storytellingThe Lands of Over the Reality will host games and digital narratives that are activated based on recognized physical elements.
• Events and fairs: exhibitors will be able to create virtual stands with AR content anchored to physical images.

Thanks to this innovation, Over the Reality positions itself as one of the most advanced platforms in the mobile Augmented Reality landscape, offering increasingly sophisticated tools for creating immersive experiences.

Meta Quest 3 and the leaks about the APIs for image tracking

Also Meta seems ready to make a big leap forward in integrating image tracking into its Mixed Reality headsets. According to recent leak, official APIs for native image tracking support could be released soon on Meta Quest 3.

This integration would open revolutionary scenarios for Mixed Reality:

• Simplification of multiplayer and colocationThe image tracking would allow users to easily synchronize in the same AR experience, making multiplayer smoother and more intuitive.
• Advanced museum and exhibition experiences: museums and fairs will be able to use image tracking to offer experiences on headset that activate based on existing images in the physical space.
• Navigation and wayfinding in Mixed RealityThe image tracking could improve navigation systems in MR, allowing users to orient themselves through real visual landmarks.
• AR persistent in the real world: users will be able to walk in the city and continue to trigger seamless AR experiences, creating a seamless experience between the physical and digital worlds.

The New headset by Google and Samsung: Image Tracking + AI as Standard?

The evolution of Augmented Reality is taking an increasingly clear direction: thenative integration between image tracking and artificial intelligence. The new headset that Google and Samsung are developing seems to perfectly embody this trend, implementing image tracking as a default feature and pairing it with the generative AI Gemini.

This choice represents a paradigm shift from the past. While devices like Google Glass attempted to introduce AR in a limited way, today the combination of AI and image tracking could finally make these headsets powerful and versatile tools, capable of recognizing the real world and enriching it in real time with useful information and contextual interactions.

The approach seems to be similar to that of Meta, which could integrate Llama, its AI model, directly in the headsets Meta Quest for a completely AI-assisted experience.

Image Tracking + AI: A Winning Combination?

The idea of combining AI and image tracking is simple yet revolutionary. Here's how the system could work in the Google-Samsung headset:

1. Advanced context recognition: The headset uses image tracking to identify objects, monuments, products, texts, and real environments.
2. Smart interactionGemini analyzes the context in real time and provides answers, insights, or contextual suggestions.
3. AI-powered visual assistance: The headset could translate texts in real time, recognize faces or places, suggest actions to take or even generate immersive content at the user's request.

A concrete example? You are in a museum and observing a painting: the headset recognizes it, and instead of just showing you a pop-up with the title and the artist, Gemini generates an in-depth analysis, telling you details about the painting technique or even offering you an immersive experience in Mixed Reality where the artwork comes to life.

The potential of this technology is not limited to the cultural field. Let's think about urban navigation: walking through an unknown city, the headset could recognize signage, stores, and points of interest, offering optimized paths or automatically translating texts into a foreign language.

Snapchat and Spectacles: The Same Direction?

Also Snapchat, with its Spectacles, is focusing on the combination of image tracking and AI, leveraging the skills developed in the field of AR filters. Its strategy appears to be centered on an experience more social and creative, allowing users to overlay generative content onto the real world, transforming any location into an interactive space.

Snapchat may succeed where Google Glass failed, thanks to:

• A playful and social approach: invece di posizionare gli Spectacles come un headset professionale, Snapchat li sta progettando come a tool for creative expression, integrated with its ecosystem of AR Lens and interactive content.
• Less problematic privacyUnlike Google Glass, Spectacles are perceived as a content creation device, not as a surveillance tool. Transparency in the use of the camera and AR functions could reduce privacy concerns.

Google, Meta, and Snapchat: Will They Succeed Where Google Glass Failed?

The main obstacle that Google Glass encountered was the failure in the privacy testIn 2013, the public perceived the device as a threat to privacy, as the camera could record continuously without a visible indication. This led to the rejection of the technology in public places and even to bans in restaurants and venues.

Today, however, the scenario is very different:

• The company is more accustomed to wearable technologySmartwatches and smart glasses are no longer viewed with suspicion as they were ten years ago.
• AI justifies new interactions: today the perceived value of a visual AI assistant is higher than in the past, and people may be more willing to accept always-on headsets, as long as they concretely enhance their daily experience.
• Image tracking can replace video tracking: instead of continuously recording the world around, the new headsets could limit yourself to tracing static images and activate content only when the user requests it, reducing privacy concerns.

If Google and Samsung manage to demonstrate that their headset is not an invasive tool, but rather a immersive AI assistant, then they will have the opportunity to conquer a market that Google Glass failed to penetrate.

The Future: Image Tracking, AI and Mixed Reality

The convergence between image tracking, generative AI and Mixed Reality is transforming the way we interact with the digital world. If Meta, Google, Samsung, and Snapchat manage to integrate these technologies while respecting user privacy, we could witness themass adoption of AR/MR headsets, with an impact comparable to that of smartphones.

This would mean a future in which AR experiences would no longer be confined to smartphone screens, but integrated directly in our perception of the real world, with AI assistants capable of enriching every moment of our day.

Metagate and the Role of Mixed Reality in This Scenario

 

Image tracking is set to become one of the most important technologies for the development of Augmented Reality and Mixed Reality. With Over the Reality introducing this feature in its Land AR and Meta preparing to release dedicated APIs, the future of AR is increasingly integrated with the real world.

In a context where image tracking is becoming a standard, Metagate positions itself as a pioneer in the development of Mixed Reality experiences on Meta Quest 3 and Over the Reality. With the adoption of this technology by major players, the creation of immersive and contextual experiences will become even simpler and more powerful.

Metagate will continue to explore the potential of image tracking in museums, events, fairs, and artistic installations, leveraging emerging innovations to bring Mixed Reality beyond the current limits and will continue to monitor these developments and explore new possibilities to create increasingly immersive and innovative experiences. Follow us to stay updated on the latest evolutions of Mixed Reality and the opportunities that image tracking will offer in the coming months!