How Brands Can Harness AR In 2017 - Weekly Mash-Up 170

Why brands can dive deeper into augmented reality in 2017
BizCommunity

For businesses in particular, augmented and mixed reality applications have become more tangible and commercially viable, paving the way for increased investment in a fast moving environment. Leading investment bank, Goldman Sachs, has predicted that the augmented and virtual reality industry will be worth a whopping $80 billion by 2025. Read more

Here’s What Happens When You Add Scent to Virtual Reality
Technology Review

As if virtual reality could not get any more immersive, researchers at Stanford University are investigating introducing scent to the VR experience, specifically how the introduction of smell and touch to VR is able to influence our perceptions of food. This could have intriguing implications for those trying to diet and eat healthier, or even satisfy cravings for foods that may become extinct! Read more

Microchips lined with live human cells could save lab rats everywhere
Mashable

Say goodbye to animal testing and hello to microchips! Scientists at the Wyss Institute at Harvard University have discovered a new and improved way to test out drugs using microchips, which not only abolishes the need for animal testing, but can also speed up the process of creating new and more effective medicine. They even come in all types of organs, ranging from bone marrow chips to a kidney chip. Read more

Drive a Car Like You’d Fly an F-35 With Augmented Reality
Wired

Although the applications for augmented reality are endless, it is argued that transportation will benefit the most out of the technology. A particular beneficial area is flying. Given that pilots cause two-thirds of plane crashes, introducing AR glasses to pilots can reduce these risks and it can decrease pilot workload and boost situational awareness. Read more