Burberry has launched a new Google Search AR feature for its products

Burberry has released its latest augmented reality (AR) feature enabling customers to view 3D renders of its items in the real world via Google Search.

Google announced at its I/O 2019 developers conference in May last year that it was introducing AR functionality to its search results, with brands including New Balance and Samsung pledging to launch initiatives.

Luxury fashion retailer Burberry is now seeking to capitalise on this feature, allowing customers who search for its Black TB bag or Arthur Check Sneaker on Google to view the items in AR.

While Burberry has launched two previous AR activations in Tokyo and London, these required customers to be at the physical locations.

READ MORE: Burberry’s new app lets employees text customers directly

This will mark the brand’s first foray into remote AR activation, letting customers in the UK and US accurately superimpose the virtual renders of the items onto their surroundings.

Its launch represents Burberry’s latest major foray into technology to boost its brand interactivity, having launched a playable branded video game last October.

In September it also launched a new messaging service allowing its store staff to contact its most high-value customers directly.

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