AR Innovation: Google and Magic Leap to Collaborate

In a relevant strategic collaboration, Alphabet, the parent company of Google, and Florida-based augmented reality company Magic Leap are developing a fresh AR project that will offer real-life experiences mixed with virtual ones.

As cited by a Google spokeswoman, the initiative will aim to leverage some of the best attributes of both firms, Google and Magic Leap, including Magic Leap’s capabilities in developing excellent optics and designing and building innovative devices and Google's robust technology offerings. This can be a chance for Alphabet Inc.’s Google to regain the position it has lost in the AR/VR market to companies such as Meta and Apple.

In an interview with Fortune magazine, Julie Larson-Green, CTO of Magic Leap, did look forward to this partnership. She added that combining their different skills might help come up with some great concepts. She stated that Magic Leap had been selling some AR tools before this and, at the same time, was referring to Google company’s long-standing experience in platforms.

Further, she spoke about ‘cool AI tie-ins’ with AR, which Google showcased during its recent annual developer conference on its newest AR Innovation, Project Astra, an AI agent.

However, both companies, Google and Magic Leap, have declined to discuss their partnership further and whether they will launch a consumer AR device next. The Google and Magic Leap partnership is neutral for Samsung Electronics as Google has previously worked on MR technologies with it.

In an interview with Fortune magazine, Julie Larson-Green, CTO of Magic Leap, did look forward to this partnership. She added that combining their different skills might help come up with some great concepts. She stated that Magic Leap had been selling some AR tools before this and, at the same time, was referring to Google company’s long-standing experience in platforms.

Further, she spoke about ‘cool AI tie-ins’ with AR, which Google showcased during its recent annual developer conference on its newest AR Innovation, Project Astra, an AI agent.

However, both companies, Google and Magic Leap, have declined to discuss their partnership further and whether they will launch a consumer AR device next. The Google and Magic Leap partnership is neutral for Samsung Electronics as Google has previously worked on MR technologies with it.

Consequently, this is another episode of Google’s inconsistent conscientiousness toward augmented reality after early experimentation with Google Glass and the subsequent troubles. The new strategy could be the critical stepping stone in revolutionizing how people engage with Augmented Reality Systems.