AR technology holds greater development potential than VR, despite experiencing a temporary downturn. Its future growth remains promising. With Apple and Google advancing in the augmented reality space, and now Alibaba joining the race, the AR wave is set to rise again.
At the sub-forum of the Ali Yunqi Conference, Alibaba’s AI Lab officially launched an AR open platform, offering developers comprehensive support. Major companies are increasingly launching their own AR developer platforms, signaling that AR might soon become a major trend.
[Image: Following Apple and Google, Alibaba entered the augmented reality field, reigniting the AR trend.]
Recently, the interest in AR has surpassed that of VR, with big companies shifting their focus toward this area. After Apple and Google introduced their own AR platforms, Alibaba became the third major player by launching its own AR open platform.
The AR open platform showcases strong capabilities, including cloud recognition, one-stop solutions, and SDK technologies—highlighting Alibaba’s strengths in cloud computing. Alibaba mentioned that the platform has accumulated three years of AR services and has served 200 million users. It also collaborates with the National Library, offering technologies in digital content, cultural education, and multimedia.
In a Starbucks workshop in Shanghai, customers can watch the entire coffee-making process through their mobile phones using the "Scan" function. AR technology allows them to experience every detail of the 20,000-square-meter facility.
Starbucks aims to help young people rediscover coffee culture through this interactive AR experience. The AR solution was developed jointly by Alibaba AI Labs and Starbucks, described as the latest large-scale AR identification technology.
This new form of consumer interaction is an effective way to attract younger audiences. Starbucks is not just selling coffee—it's rebranding its culture through Alibaba’s AR technology to capture attention.
As a new hardware-software interaction platform, AR brings more ways for users to engage with content. It adds numerous information acquisition methods, leading to diverse business models and significant room for innovation.
Alibaba’s investment in AR over the past two years has been substantial, including nearly $800 million in Magic Leap. However, the project has dragged on without a product launch, and returns have yet to materialize.
The widespread adoption of AR technology may not be at a turning point yet, but once it becomes a necessary skill in the future, it will be hard to ignore. People may eventually need devices equipped with AR hardware and software, making it an essential tool.
Alibaba’s core businesses are e-commerce and Alibaba Cloud. Its investments in VR/AR and AI all support these areas. While AI is currently more prominent, VR/AR still faces challenges. Focusing on AI makes sense for Alibaba.
Beyond technical solutions, Alibaba’s AR strategy benefits from its traffic and data accumulation in e-commerce and cloud computing. Its AR open platform has the potential to empower various industries. Unlike Apple, Google, or Facebook, which focus on social networks and mobile communications, Alibaba has a stronger industry foundation. However, it also faces significant challenges.
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