Google AR Shopping Tech: Alphabet Inc. Partners With BMW, Gap

Google is working to create new shopping experiences for consumers. The company announced retail partnerships with BMW and Gap Inc. to use its augmented reality (AR) platform Project Tango and work towards creating a shopping experience in which shoppers do not need to be physically present at the retail outlet, but they can choose products as if they were.

“We see a lot of use of this technology in retail, for measuring your garage or buying big-ticket items like kitchens for example,” Eric Johnsen, business development executive, augmented reality at Google, spoke at CES in Las Vegas on Wednesday, where the deals were announced.

Tango uses computer vision comprising of technologies such as 3D mapping, motion-tracking and AR instead of GPS to help devices sense their environments.

Google’s technology venture will use cameras and sensors in smartphone to create digital images in physical spaces, the best example of which is the AR game Pokémon Go.

While Google’s deal with Gap Inc. will help consumer shop in Gap stores just like they would usually do — checking out and trying out merchandize, its deal with BMW is a little different.

With BMW, Google is trying out an AR app which will display its i3 and i8 cars on smartphone screens.

Car buyers will be able to check out superimposed vehicles and will not just be able to choose from different colors, trims and wheels but will also be able to place a high-resolution image of the vehicle inside their garage or driveway. BMW says that the app will be available at dealerships globally.