The arrival of AR and VR technology marks a new era in advertising and marketing, one that diverges significantly from traditional methods. In 1704, the first advertisement appeared, and since then, marketers have remained within the boundaries of conventional media, delivering messages through magazines, TV, the internet, and mobile platforms—all confined to a two-dimensional space. However, AR and VR break these limitations by allowing consumers to choose their environment and interact with brands as part of that experience. When used effectively, this creates endless possibilities for engagement and connection.
As AR technology matures, more businesses are embracing its potential, and consumers are increasingly looking for creative and unexpected experiences. Ant Agent has excelled in this space, showcasing successful campaigns such as the “Golden Car Gold Winning Award†on Alipay’s cashless day, the 18th anniversary celebration for Alibaba, and the promotional efforts for the film *Sansei III*. These examples demonstrate how AR can transform traditional marketing into an immersive and interactive journey. But how exactly do they do it? What lessons can be learned? Today, we spoke with Lin Tao, partner and marketing director at Ant Agent, to find out.
[Image: Welcome to the new era of AR marketing - see how the shared AR marketing model solves marketing pain points?]
Note: The respondent has confirmed the accuracy of the data provided. ARC has made an objective record and retains backup copies of the original content.
ARC: Can you tell us about your team and what you're currently working on?
Lin Tao: Our AR operation team consists of experts with over 13 years of experience in Ali's operations, along with seasoned entrepreneurs who have been in the industry for more than a decade. We also have researchers specializing in various levels of AR technology. Our technical development team includes over 40 people, while our content production team has more than 120 members, with numbers continuing to grow. As one of the first teams in China to invest in the AR industry, we've provided AR marketing solutions for top-tier brands like Coca-Cola, Disney, and Starbucks. We're also a deep partner of Alipay AR and have received awards such as Actor Gold Medal Partner and Brand Customer Word of Mouth Partner.
[Image: Welcome to the new era of AR marketing - see how the shared AR marketing model solves marketing pain points?]
ARC: You’ve provided technical support for Alipay AR scanning. How does your team address different product challenges and similar marketing issues based on the "Alipay AR Scan" function?
Lin Tao: The product is no longer just a flat, one-way ad—it's not about forced information delivery anymore. Instead, we focus on:
1. **Business Closed-Loop**: Combining online interaction with offline redemption to create a seamless consumer experience.
2. **Sensory Marketing**: Using refined visual design to engage curiosity and drive consumption.
3. **Sales and Goods Integration**: Merging insights with emotional resonance to deliver unique AR experiences.
4. **Data Analysis**: Leveraging feedback to improve performance and expand merchant reach.
ARC: What are the application scenarios for your products, and what is the concept behind the shared AR marketing model?
Lin Tao: AR marketing is applicable across various industries—catering, exhibitions, entertainment, films, travel, fashion, transportation, and shopping. With Alipay AR-scan, users can access our products anytime and anywhere, experiencing different AR animations and receiving unique benefits.
The shared AR marketing model focuses on resource sharing, enhancing both consumer experience and brand quality. Through a "shared marketing system," we integrate ecological resources, display, information, and user interaction, presenting engaging and dynamic processes. This model not only promotes products but also fosters a shared economy, highlighting brand identity. The future of marketing lies in the fusion of physical and virtual experiences.
[Image: Welcome to the new era of AR marketing - see how the shared AR marketing model solves marketing pain points?]
ARC: Which of your AR interactive solutions have received better user feedback, and what makes them stand out?
Lin Tao: For example, the 2018 campaigns for Coca-Cola, Meijiyuan, Sprite, and Daily C used innovative interactive methods. Coca-Cola and Meijiyuan were among the first to apply product slam technology for product upgrades, integrating Fuwa into real environments. Sprite used face recognition to move from 2D to 3D marketing, while Daily C utilized low-poly animation for a full-day interactive experience.
ARC: How do you connect with consumers and brands through AR? What are your design ideas?
Lin Tao: Take Nestlé’s Student Nutritional Breakfast Milk Series as an example. Through AR, consumers can view 3D images of the product on their phones, enhancing children's learning with interactive questions and answers. This approach blends brand tone with educational content, creating a meaningful connection between parents and kids during breakfast time.
[Image: Welcome to the new era of AR marketing - see how the shared AR marketing model solves marketing pain points?]
ARC: What do you think is the most significant difference between AR interactive marketing and traditional methods?
Lin Tao: AR strengthens brand image through visual output and immersive experiences, making it memorable. It offers cross-border product displays, enhances daily life quality, and improves customer engagement, conversion rates, and user retention.
[Image: Welcome to the new era of AR marketing - see how the shared AR marketing model solves marketing pain points?]
ARC: What do you see as the future of AR marketing?
Lin Tao: AR will soon become mainstream, transforming from high-tech to a fun and accessible lifestyle. It will offer immersive visual experiences, move from 2D to 3D, and enhance understanding through intelligent positioning and tracking technologies. Ant Agent will continue to explore brand tonality and interactive experiences, creating the most engaging AR marketing solutions and deepening brand identity. We aim to build stronger connections between brands and consumers, offering sustainable and inclusive AR strategies.
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