On the evening of August 3, 2016, the Baidu Smart Marketing Solutions Conference was held in Beijing to focus on the “Beyond Imagination†theme. Bai En’s chief scientist Wu Enda and Baidu’s general manager Zeng Hua attended the event together with hundreds of Baidu’s major customers. It is reported that Baidu at the meeting released the AR application platform for the development of smart phones DuSee (degree).
The heat of Pokémon GO has made AR applications more and more important, but these primary AR technologies simply superimpose virtual images on real-world images. Baidu said that DuSee has used more sophisticated computer vision and deep learning technologies to use the hardware of existing smartphones to understand the real world in real time and build a 3D environment to achieve real-time interaction between AR objects and the real environment.
Wu Enda said that compared with VR, AR has three characteristics: transparent screen, strong mobility, and wide application, and the market application scale is far greater than VR. In his view, AR is more realistic than VR, can bring user experience into the real world, and enhance the efficiency of human understanding of the world, such as remote collaborative office and furniture display. According to him, the focus of Baidu is not the hardware of VR and AR, but the AR of mobile phones. "Baidu's products already have hundreds of millions of users. We can put 2C's technology into Baidu's products with mobile phone hardware, and we can provide extremely good AR experiences for hundreds of millions of users very quickly."
Wu Enda is one of the most authoritative scholars in the field of artificial intelligence and machine learning. He once served as the director of artificial intelligence laboratory at Stanford University and founded the online education platform Coursera with Daphne Kohler. In 2011, Wu Enda founded the Google Brain project at Google to develop ultra-large-scale artificial neural networks through distributed cluster computers. In May 2014, Wu Enda joined Baidu in charge of the “Baidu Brain†project and served as chief scientist of Baidu.
Wu Enda gave a speech at the conference | Image Source: Baidu
Wu Enda said that better AR needs to be achieved through better AI. “We have seen that AR is now a technology for image and machine learning. There will be more scenarios and applications in the future. For example, if you look at the bear in a mobile phone in the future, you hold your mobile phone in your left hand, and your right hand sticks out and wants to interact with bears. Typing is very inconvenient, but if you want to interact with this bear, it is very convenient. So, hopefully in the future we will also put voice and natural speech recognition technology into this AR system."
Benefit from artificial intelligence technology, DuSee will play a leading role. DuSee was developed by the Baidu Deep Learning Institute (IDL) and the Baidu search product, sales, and marketing team and is the result of a 3D visual research project launched two years ago. DuSee is developed on the basis of Baidu's brain. Baidu's brain is the world's largest neural network with trillions of parameters, leading the world in image recognition and voice interaction. Using the technology and computing power of Baidu's brain, DuSee has established an absolute advantage in such core directions as object recognition, 3D environment perception, and human-computer interaction.
DuSee will be integrated with Baidu’s flagship platform application. Baidu, Baidu Maps and others will integrate AR functionality to cover hundreds of millions of users, which will enable DuSee to establish its advantages in products and channels. Take “AR+ Search†as an example. Combining with the display of search results can maximize the exposure of AR content, and can also improve the user experience of search in a more natural way. In the future, when users search through Baidu for “How to Replace Vacuum Cleaner Filtersâ€, a three-dimensional filter replacement animation will be added to the search results.
On the smart phone with DuSee enabled, the 2D map of Shanghai can be turned into a cartoonized 3D image. The video clip provided by Baidu shows a more interactive application: A virtual petal pattern appears on a shampoo ad, which is like using a filter to modify a human face.
Baidu has created a DuSee-based search advertising marketing solution for the new Mercedes-Benz long wheelbase E-Class and L'Oréal's new hair care brand Ultra Doux. Zeng Hua, general manager of Baidu's large account department, said: "DuSee supports many applications, including interactive advertising, education, manufacturing and interior design. DuSee allows our customers to provide high-quality real-time AR experience to users of hundreds of millions of Baidu mobile applications. This will promote the rapid spread of AR."
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