The CMO and Founding Director highlights that ability of technology to enliven old mediums.

If you think augmented reality (AR) is the way of the future, Jess Butcher, CMO & Founding Director at Blippar, will tell you otherwise. Butcher spoke at PSFK CONFERENCE LONDON about Blippar, an app that uses augmented reality to help users interact with print media, mainly advertisements and photographs; however, she says, AR isn't the point – it's merely a tool that leads to larger, exciting advertising campaigns and a digital forum that could change the way in which we experience print.

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