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The Impact of Augmented Reality on the Human Brain

Agumented reality


There's no denying that Augmented Reality (AR) has been a game-changer in the technological landscape. From retail and marketing to events and learning, AR has redefined how we interact with the digital world. However, how exactly does AR influence our brain function? This article dives deeper into the neurological effects of AR, exploring its influence on attention, surprise response, and memory retention.

The Rise of Augmented Reality (AR)

The world of technology is constantly evolving, and one of the most significant advancements in recent years has been the development of Augmented Reality (AR). It's been employed across a wide range of industries, from product packaging and retail to marketing and learning development.

The Study: AR and the Brain

Augmented reality

Neuro-Insight, a leading neuro-marketing company, partnered with Mindshare UK and Zappar to conduct a groundbreaking study named 'Layered'. The study sought to understand the neurological impact of AR and how the brain responds to different AR tasks and experiences.

The Methodology: How was the Study Conducted?

151 UK smartphone users between the ages of 18 and 65 were recruited for the study. Participants were divided into two groups, with each group comprising around 75 individuals with similar demographic, attitudinal, and behavioral traits.

The study used Steady State Topography (SST) brain-imaging technology to measure how the brain responded to different stimuli. SST measures the electrical activity in the brain, providing second-by-second reports on several cognitive functions, such as attention, personal relevance, emotional response, and memory encoding.

The Tasks: AR vs Non-AR

Participants were tasked with completing six AR and non-AR tasks to measure the brain's reaction to AR. These tasks ranged from using the Google Translate AR version to playing the AR version of the game 'Stacks', and browsing the Ikea AR app and BBC Civilizations website AR experience.

Key Findings: How AR Affects the Brain

The study unearthed three significant ways augmented reality impacts the brain:

  1. AR drives high levels of visual attention in the brain: AR elicited almost double the levels of visual attention compared to non-AR tasks. This finding suggests that AR's ability to capture attention surpasses most other mediums of communication.

  2. AR elicits a 'surprise' response in the brain: The study found lower measures of 'approach/withdrawal' during AR tasks, indicating a surprise response in the brain.

  3. Memory encoding is 70% higher in AR experiences: The study revealed that AR significantly enhances memory encoding, making it a powerful tool for delivering information that is retained for longer periods.

A Closer Look: Understanding the Findings

To further understand the implications of these findings, it's critical to dive deep into each point.

1. AR and Visual Attention

Attention is a prerequisite for any form of communication. If a brand message isn't registered, it can't possibly have any lasting impact. Therefore, AR's ability to drive high levels of visual attention and engagement compared to non-AR tasks is a significant finding.

2. AR and the 'Surprise' Response

The capacity for AR to deliver surprising and emotionally powerful experiences is likely to endure as AR software continues to improve. This will allow creatives to build more compelling and immersive AR experiences. This 'jack in the box' effect, as it's often referred to, is expected to decrease over time as AR becomes a more integral part of our everyday lives.

3. AR and Memory Encoding

If any branding or communication is to be effective, it must be encoded into long-term memory. The study found that memory encoding was 70% higher in AR tasks compared to non-AR tasks, suggesting that AR can be a powerful way to deliver information that is subsequently retained.

Implications for Brands

These findings have significant implications for how brands should think about their long-term commercial strategies. As AR experiences are considerably more engaging and memorable than non-AR experiences, brands have a huge opportunity to leverage this technology.

Tezda: Revolutionizing E-commerce with AR


As we explore the future of AR, it's also important to highlight companies that are leveraging this technology to revolutionize industries. Tezda, a startup at the forefront of e-commerce evolution, is one such company. Merging the potential of Web 3.0 with Social Commerce, Tezda is on a mission to revolutionize the shopping experience by integrating instant messaging, focused group interactions, and dynamic video sharing into the heart of online commerce. With AR at its core, Tezda is not just creating a marketplace, but a vibrant space where users can form focused groups, communicate in real-time, and share their stories through compelling video content.


In conclusion, AR has a profound impact on the brain, affecting attention levels, surprise response, and memory encoding. As more research is conducted in this field, we can expect to see even more innovative uses of AR across various industries, including e-commerce. Companies like Tezda are already leading the way, proving that the future of AR is not just promising—it's already here.  Be a part of this revolution with Tezda. Join us today!



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