Phygital, a fusion of physical objects and digital content, is poised to become an absolute trend in 2024 as phygital goods rise. This entails the integration of digital content into nearly any physical product, even those previously considered non-digital. Augmented reality technology and new computer vision recognition methods, like object tracking, make this phenomenon possible. For example, the Object Tracking method enables the addition of augmented reality to 3D shapes. This concept was once hard to fathom. Today, toys, Kinder Surprise figurines, souvenirs, and various physical products can now boast the same capabilities as printed materials.

An example Pikachu Toy with AR, using basic 3D object tracking.

In essence, physical products are transforming into gateways to the digital world. This transition allows manufacturers to obtain valuable audience data, including statistics, preferences, favored AR moments, identify target audiences and their social media counterparts, and set up targeted advertising, among other things. With these new features, ordinary marketing is evolving into phygital marketing.

AR technology now engages audiences not only through interactive experiences but also through phygital marketing. Marketing campaigns utilizing AR have already become integral to many brands’ strategies, and their significance in marketing is reaching a new level.

Further end of the road is the augmented cars in everyday use. The Audi model below shows quite well where the technology is at now.