In the web space, Chrome AR is a highly anticipated product of 2020. Instead of needing to use specialized apps, users can simply log on to AR-enabled websites to access the same level of functionality. In order to foster adoption, an unofficial and unsupported version of the WebAR code is made available to developers on GitHub, too.

Mozilla is also engaged with WebAR and trying to bring AR solutions to Firefox. The goal is to make AR adoption significantly more friction-free by using the installed user bases of web browser audiences. Apple, Samsung and Microsoft web browser offerings are also rapidly adopting the WebAR standards.

Web developers now have a fairly straightforward way to bring AR to users across platforms without resorting to native apps. The underlying framework had been present before, but required enabling flags — this will make AR available to Chrome users once site creators make use of it.

This also opens the door to tap-based interactions. A new Web NFC framework lets mobile devices interact with tappable objects, again without using a native app or system-level features. You could learn more about a museum piece or check into a conference without needing special software. Again, this won’t be useful until site developers take advantage of it, but the platform will be there.

The more use cases demonstrating how brands can successfully leverage the technology, the more businesses can see WebAR’s clear benefits. Compared to traditional AR campaigns with native apps or social media platforms, for example, WebAR offers unmatched reach and scale. The distribution opportunity alone should be enough to turn brands’ heads as they look to free themselves from apps and platforms and imagine more seamless executions across the mobile web.

One major advantage of 5G is its ability to unchain AR from reliance on a strong WiFi connection. Large scale experiences like sporting events and outdoor festivals struggle the most with maintaining a strong WiFi connection throughout. As a result, the kinds of AR campaigns possible in such settings have had limited potential. In theory, 5G would lift these limitations and make way for bigger, more powerful AR campaigns to be engaged with.

Accessibility is one of the biggest perceived barriers to entry for businesses exploring AR. Small businesses, in particular, are turned off at the thought of budgeting and developing for a native app from the ground up. That said, today’s AR platforms offer feature-rich, intuitive tools. They also offer custom solutions such as branded WebAR splash pages, variable triggers via web links, QR and branded codes.

The future is looking very positive for this technology, due to the wide mobile browser support there are very few barriers preventing companies from implementing WebAR into their advertising strategy. Because WebAR by definition works in-browser we can easily integrate it with existing technologies like AJAX/Sockets and social media APIs for an interactive experience. We are very excited to see what solutions we can create for our clients using this powerful emerging technology.

Augmented Reality 2020 Trending: Expanding WebAR was originally published in AR/VR Journey: Augmented & Virtual Reality Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.