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Augmented reality is defined as a technology that layers digital enhancements atop a consumer’s view of the real world and enables its user to interact with these enhancements. Luxury brands are using augmented reality in combination with their physical retail stores to elevate the shopping experience.

New AR technology, such as smart mirrors, is allowing affluent customers to naturally interact with luxury products and rapidly gather relevant information such as price, components, or origin.

Augmented reality is also expanding the reach of brands, by enabling consumers to visualise and “try” new products at home before making a purchase. Design app Morpholio Board, for example, created an AR platform for designers and shoppers to easily create new home interior models and share their work with a vibrant community.

Artificial intelligence assistants such as Amazon’s Alexa, Google’s Assistant, and Apple’s Siri are seeing their market penetration accelerating drastically over the past two years. This is driven by both new smartphone sales – latest smartphone models often come with personal assistants pre-installed – and smart home speakers adoption. Devices such as Amazon Echo, Google Home, and Apple HomePod are indeed bringing their AI-based assistant into consumers’ living rooms.

A study by Verto Analytics found that 98.6 percent of consumers in the US with access to a smartphone-based AI assistant used it an average of 10 times per month. And this trend is expected to accelerate as customers upgrade their smartphones over the coming years.

Closely intertwined with the market penetration of artificial intelligence, the adoption of voice-controlled eCommerce is enabling consumers to make ad-hoc and spontaneous purchase decisions in a new shopping environment.

Voice commerce means that a customer’s voice is used as a new user interface. This is a new platform for interacting with services.

Half of all online searches use voice or image search rather than text. “More efficient and often more convenient than typing, voice-based interfaces are ramping quickly and creating a new paradigm for human-computer interaction,” says Mary Meeker of KPCB, a venture capital firm that specialises in tech investments. Voice commerce is indeed providing a frictionless customer experience, with purchase completed as a single conversational stream rather than multiple clicks on a website.