Augmented Reality (AR)
Description
AR enhances how users perceive and interact with physical spaces by merging real and virtual worlds in real time. Unlike virtual reality, which creates a fully simulated environment, AR enriches the user’s view of reality with computer-generated information and visuals. This technology relies on cameras and sensors to map the physical environment, allowing digital objects to be anchored to specific locations or markers.
In localization, AR presents new opportunities and challenges. It requires not only accurate translation but also cultural and contextual adaptation of the visual and textual elements that appear within augmented experiences – from product instructions and signage to in-app interfaces and training simulations. Text expansion is a critical concern; German text might overflow a UI box designed for English, obscuring the real-world view.
Organizations use AR to improve learning, marketing and product engagement – particularly in training content, manufacturing and retail. Localization experts ensure AR experiences feel natural and intuitive for users everywhere, maintaining linguistic precision while respecting cultural context. For example, ensuring that symbols or gestures used in an AR overlay are culturally appropriate for the target market.
Example use cases
- Field service: Overlaying repair instructions or schematics onto physical machinery for technicians.
- Retail: Allowing customers to visualize furniture in their homes or try on makeup virtually via an app.
- Training: Guiding employees through complex assembly tasks with step-by-step visual prompts.
- Marketing: Creating immersive brand experiences where packaging or posters come to life when scanned.
- Navigation: Projecting directions onto the street view through a phone camera or smart glasses.
Key benefits
RWS perspective
Within RWS’s creative and digital localization services, AR content is adapted through workflows that blend linguistic, cultural and technical expertise – ensuring seamless user experiences in every market.
We understand that AR is more than just translation; it is about spatial adaptation. Our teams verify that localized text fits within the visual constraints of the AR display and that the user interface remains intuitive in all languages. By testing AR applications on real devices in target markets, we ensure that the illusion of augmented reality is never broken by a linguistic or layout error.