As part of our Innovation Initiative, Union took a look at how brands are incorporating brand journalism into their content production. See the results.

Exploring Gesture-Based Technology and Its Future | Union

Union Explores Gesture-Based Technology

Gestures have <a href="https://www.embedded-vision.com/platinum-members/embedded-vision-alliance/embedded-vision-training/documents/pages/gesture-interface-compelling">long</a> been part of humankind’s interactions. As far back as 95 AD, the Roman rhetorician Quintilian <a href="https://books.google.com/books?id=hDXnnzmDkOkC&amp;pg=PA18&amp;lpg=PA18&amp;dq=though+the+peoples+and+nations+of+the+earth+speak+a+multitude+of+tongues,+they+share+in+common+the+universal+language+of+the+hands&amp;source=bl&amp;ots=RK2Wt73QhG&amp;sig=ACfU3U0jkZgVyC1OcacObhIziXiiMlUz0w&amp;hl=en&amp;sa=X&amp;ved=2ahUKEwjkmcfvguzkAhUSd98KHbZXC7EQ6AEwAHoECAgQAQ#v=onepage&amp;q=though%20the%20peoples%20and%20nations%20of%20the%20earth%20speak%20a%20multitude%20of%20tongues%2C%20they%20share%20in%20common%20the%20universal%20language%20of%20the%20hands&amp;f=false">suggested</a>: “Though the peoples and nations of the earth speak a multitude of tongues, they share in common the universal language of the hands.”In present day, with gesture technology on the rise in marketing interactions between brands and consumers, Union opted to further explore this topic as part of the innovation initiative we launched at our agency. This exploration follows closely on the heels of our <a href="https://union.co/articles/augmented-reality-apps">deep dive </a>into augmented reality apps.

<ul><li>How does gesture technology work? Several technologies are in use for gesture recognition, with most featuring a combination of 3D depth-sensing cameras with IR cameras.</li><li>Who’s using it now? Brands inspired by safety regulations, mostly in the <a href="https://cms.union.co/industries/automotive-aftermarket">automotive</a> and healthcare industries, are leading the movement. Think BMW.</li><li>Should your brand try it? If you’re prepared to handle onsite installations, then yes. This is a viable undertaking.</li></ul>
Continue reading for our in-depth look at gesture-based technology.

The short version

Since the advent of computing, technology has moved toward a more natural user interface. From <a href="https://whatis.techtarget.com/reference/History-of-the-punch-card">punch cards</a> used for statistical tabulation and data processing in the 1950s by IBM, to the invention of early graphic user interfaces (GUIs) and mice to interact with them, humans have worked toward more instinctive ways to interface with the machines they operate.As with many advances in technical ingenuity, ideas and creative conceptions can outpace the technology needed to bring those ideas to fruition. Children of the ‘90s may remember the futuristic film “Minority Report,” in which Tom Cruise’s character interacted seamlessly with the glass screens in front of him using a set of sensor-laden gloves. The director of the film, Steven Spielberg, told the designer of the interface to make the experience similar to <a href="https://web.archive.org/web/20110514220445/http://dir.salon.com/story/ent/movies/int/2002/07/10/underkoffler_belker/index.html">conducting an orchestra</a>.While we do not yet have seamless gesture control integrated into our daily lives, we (brands with marketing strategies, included) are closer than many realize to living in a world where humans can interact with computers as they would interact with each other. Adding support for various types of gestures toward electronic devices enables us to use our natural "language" to operate these devices, which is much more intuitive and effortless when compared to touching a screen, manipulating a mouse or remote control, tweaking a knob or pressing a switch.

How did we get here with technology?

Several technologies are being used for gesture recognition, each of which has its own unique advantages and disadvantages. Most computer vision peripherals on the market today combine 3D depth-sensing cameras with IR cameras to extend their range of gesture recognition.The first modern motion-sensing peripheral available for commercial use was the <a href="https://developer.microsoft.com/en-us/windows/kinect">Microsoft Kinect</a>, introduced in 2010 as a motion-sensing gaming accessory for Xbox 360. Two years later, Microsoft released a similar hardware version for use in more generic commercial applications. Since the Kinect was originally developed for gaming, the onboard software that processes that raw data focused on hand and body detection, and lacked the ability to process fine motor control.

So what does the current landscape of gesture technology look like?

In 2012, <a href="https://www.leapmotion.com/">Leap Motion</a> announced its first product, The Leap, a small form factor device for <a href="http://blog.leapmotion.com/hardware-to-software-how-does-the-leap-motion-controller-work/">sensing</a> hand and finger motions as computer inputs. While Leap failed to reach large-scale market adoption, the device has been explored as an accessory and has been built directly into laptops and keyboards.Intel is now leading the charge on computer vision peripherals with their <a href="https://www.intelrealsense.com/">RealSense™ Technology</a>, having released a suite of depth and tracking technologies that allow devices to “see” and understand the world around them. What distinguishes RealSense™ from past peripherals is the focus on providing the <a href="https://www.intelrealsense.com/developers/">developer communit</a>y with <a href="https://github.com/IntelRealSense/librealsense">Open Source tools</a> on a variety of platforms.

At this point, most uses in the public sphere aren’t necessary. Rather, companies that use gesture technology create a sense of intrigue, especially in the marketing realm. Consider <a href="https://www.douwe-egberts.com/">Douwe Egberts</a>, who <a href="https://www.youtube.com/watch?v=HOTQ8z0fQHo&amp;feature=youtu.be">created</a> a coffee machine with gesture recognition capabilities and positioned it at an airport to provide coffee to travelers who yawned. Surprise and delight experiences such as these can have a lasting impact on <a href="https://uxmag.com/articles/touch-free-interactions-as-an-innovative-approach-to-audience-engagement">consumer brand engagement</a>.But the biggest movers in gesture technology are actually in the automotive and healthcare industries, driven by safety regulations. BMW, for example, <a href="https://www.youtube.com/watch?v=szyrQfgAaWo">built</a> their 7 Series with a combination of heat and motion sensors to recognize five gestures that control items like music volume and incoming calls. Similar to voice control, intuitive gesture technology may be the next phase in creating a safer driving experience, allowing users to change settings with the wave of a hand rather than by fumbling with a touch screen.

With all of this gesture technology available, how can my brand use it?

The challenges for successfully implementing gesture technology are not insurmountable. The largest barriers to entry are ensuring the accuracy of the technology, managing the logistics of setting up peripherals and dealing with physical space limitations. There’s also public perception to overcome, if individuals find it awkward to interact with an abstract input device.These technologies also require constant user attention to avoid registering accidental motions. Furthermore, most hardware is still external, locking in the user to where that peripheral is installed. Until everyone can wear a gesture controller or interact with objects that contain motion sensors, large-scale adoption will be limited. Nonetheless, the computer vision technology needed to make gesture recognition continues to improve and the hardware required is starting to be integrated into our devices. Google released the Pixel 4 on Oct. 15, 2019, <a href="https://www.digitaltrends.com/mobile/google-pixel-4-gesture-controls-teaser/">with</a> built-in gesture controls based on radar technology called <a href="https://atap.google.com/soli/">Soli</a>.

Challenges of gesture-based technology

With gesture technology, a “rapid pace of adoption” is expected due to low technical complexity for end users, as well as its broad range of applications. According to <a href="https://www.grandviewresearch.com/industry-analysis/gesture-recognition-market">industry reports</a>, the global gesture recognition market will likely reach a value of $30 billion by 2025 as the automotive, healthcare and consumer electronics industries stimulate the majority of market growth.

The future of gesture-recognition technology

If your brand is set up to do on-site installations, then gesture technology is viable now. Examples such as the yawn-based coffee dispenser demonstrate that existing technology coupled with the right idea can have goal-oriented results.While gesture technology has yet to reach large-scale consumer adoption, the technology is still young, and will only continue to improve. Google’s Pixel 4 is the first mainstream device to have native gesture recognition, which then opens the door to have gesture control in the browser. Mark Janson, with digitaltrends.com, summarized Google’s intent well. He <a href="https://www.digitaltrends.com/mobile/google-project-soli-fcc-approval/">said</a>, “Touching our devices is so last decade.” Such a world was predicted in the <a href="https://www.digitaltrends.com/mobile/google-project-soli-fcc-approval/">famous scene </a>from “Back To The Future II,” where Marty McFly shows two children how to play a video game from the 1980s. One of the children responds with disgust and confusion: “You mean you have to use your hands? That's like a baby's toy.” That is to say, technology moves fast, and brands should keep a pulse on the emerging technical applications of gesture on the web, lest they become irrelevant. The next generation will be expecting more from their digital experiences.Considering gesture technology for a brand initiative and need help determining if it’s the right interaction medium? <a href="https://union.co/contact">Contact us</a>.

Time to try it?

Union is a creative &amp; performance marketing agency that creates omni-channel campaigns, unleashing creativity on a data-driven world, helping brands produce memorable, measurable and repeatable results. Obsessed with data-driven performance, we believe every marketing dollar should be viewed as an investment. Our clients expect a meaningful return and we prove the ROI of our work with quantifiable data.

About Union

WWII Gesture Technology Installation by Union agency