Beyond Virtual and Augmented Reality: AI-Assisted Mixed Reality and Its Impacts on Society

Beyond Virtual and Augmented Reality: AI-Assisted Mixed Reality and Its Impacts on Society

Arnold Japutra (The University of Western Australia, Australia), Ricardo Godinho Bilro (Instituto Universitário de Lisboa (ISCTE-IUL), Portugal), and Sandra Maria Correia Loureiro (Business Research Unit (BRU-IUL),Instituto Universitário de Lisboa (ISCTE-IUL), Lisbon, Portugal)
DOI: 10.4018/978-1-7998-2874-7.ch015
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The chapter presents how Artificial Intelligence (AI) is combining with Virtual Reality and Augmented Reality. The evolution of AI is discussed, as well as its consequences. The chapter also provides an overview of the four types of intelligence in AI, and provides positive and negative impacts for society. The discussion on positive and negative effects of AI brings to light how it can help humans, but at the same time, how it can also transform society and firms. The rise of hybrid humans may be a turning point to develop a new global order, with new laws, justice, rights, and duties.
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Four types of intelligence may be considered when talking about AI: mechanical, analytical, intuitive, and empathetic (Huang & Rust, 2018). Mechanical AI is the ability to perform routines and tasks automatically. These mechanical processes are not associated with creativity and are operationalized without any extensive thoughts (e.g., del Prado 2015; Kim, 2007). Retail salespersons, waiters or call-center agents are jobs that do not require much more than mechanical skills. Mechanical AI may perform automated tasks better than human beings as they do not have human fatigue and are very reliable in responding to external stimulus.

Key Terms in this Chapter

Virtual Reality: Simulating the real world using high-performance computers and sensory equipment, like headsets and gloves.

Marketing Intelligence: The process of gathering, analyzing and disseminating data relating to customers, products and services, experiences and business, for instance, competitor intelligence, product intelligence and market understanding.

Machine Learning: An application of artificial intelligence (AI) that provides systems the ability to automatically learn and improve from experience without being explicitly programmed.

Artificial Empathy: A model-based approach to infer a consumer’s internal states (cognitive, affective, physical) based on the information he or she emits (audio, video, or other formats) as well as to infer a consumer’s reaction given a particular set of stimuli.

Artificial Intelligence: Machines that exhibit aspects of human intelligence.

Augmented Reality: Interactive experience of a real-world environment where the objects presents in the real world are enhanced by computer-generated perceptual information.

Analytical Intelligence: Refers to the ability to process information for problem-solving and learn from that process.

Intuitive Intelligence: Refers to the ability to think creatively and be able to adjust to novel situations, which requires insights and creative problem solving and includes elaborate thinking.

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