Live streaming is a relatively new and innovative technology. That said, technological developments are quickly evolving live streaming trends. So, what technology is transforming the landscape of live streaming? Let’s take a look.
Augmented reality (AR)
While virtual reality (VR) creates a whole new virtual environment, AR superimposes digital aspects onto the users’ real environment. Due to this combination of the virtual and the physical, this has begun to be included in virtual alternatives to traditionally in-person experiences. Just take live casino gambling games which utilize live streaming technology. As they are streamed in real-time to players, AR can be used to incorporate immersive features into the live stream.
For example, players trying their hand at All Bets Blackjack will find that physical cards are dealt by the host at a traditional card table. The card disappears into the table, reappearing in the individual players’ virtual hand as a digital icon as if it were actually on the card table. Elsewhere, Treasure Island uses AR for the scavenger gem feature, superimposing a digital multiplier reel onto the stream of the physical set. With this in mind, AR can be combined with live streaming to provide interactive and immersive experiences that further blur the line between the real and the virtual.
Artificial intelligence (AI)
Live streamed events are traditionally hosted by a human, who either imparts their expertise onto the attendees, assists them in their journey, or controls the narrative of the event. However, as with any other job, human beings all need downtime. We can only work so many hours in a day, we all need to sleep at night, and a lunch break is a given. This can then limit the length and times at which brands can provide live streamed events.
With this in mind, AI live stream hosts are becoming increasingly popular, particularly in China’s e-commerce sector. These AI hosts can live stream 24/7, and some can mimic human facial expressions, behaviors, and movements in a way that is almost indistinguishable from real humans. This widens the reach of brands’ live streams to audiences across different time zones and ensures that real-time customer support is available whenever required, boosting consumer experience.
Social media
Live streaming things like product launches once upon a time would have been done through brands’ own websites. In addition, marketing streams would need a strong call-to-action as users would need to navigate away from the page in order to make a purchase. However, thanks to social media, everything can be done in one place, at one time, at the press of a button.
This phenomenon is known as livestream social commerce, or live shopping. As the name suggests, brands can either live stream themselves or involve influencers to promote their products and services. Without navigating away from the platform or indeed the live stream, viewers can make real-time purchases. This comprehensive and immersive technique capitalizes on impulse purchasing behavior and provides instant gratification simultaneously.
As you can see, what once was a groundbreaking technology in its own right is seeing a digital transformation thanks to technology like AR, AI, and integrated social media functionality. All that’s left to do is wait and see what the future has in store for live streaming, and the impact it might have on our new normal.
Featured image credit: Libby Penner/Unsplash
