Is Augmented Reality the future of business? A qualitative study on factors affecting the potential for mass adoption of augmented reality in business processes

Augmented Reality (AR) is one of the emerging technologies of the Fourth Industrial Revolution that might bring radical shifts to the way we live and interact with the world around us. This thesis examines the benefits and use cases of AR in business processes. Furthermore, it examines the limitations and barriers that can explain why more companies are not committing to the technology. The aim of the thesis is to determine if AR belongs in the future of business, and if so, when there will be mass adoption. To do so, we interviewed 10 individuals with experience and expertise in AR. Using thematic analysis, we divided the findings into three different time periods, yesterday, today, and future. Limitations and barriers were further divided into four categories: hardware, UX and software, culture and society, and company. Our findings reveal several benefits to AR, for example improved efficiency, accelerating training and reducing costs. More importantly, AR is set to drastically change how we see and interact with our surroundings. It has the potential to become an integral part of our daily lives. However, findings highlight several limitations and barriers that must be overcome for AR to reach mass adoption. Most prominently, cumbersome hardware, and the need for acceptance and a normalization of AR in both companies and society. Nevertheless, we conclude that mass adoption of AR is likely to happen in the next 10 years. Consequently, the thesis imply that companies should prepare themselves proactively for an AR revolution, so that once the limitations and barriers are softened, companies are able to keep pace with the technological advancements and thrive in the years to come.