Track: Entrepreneurship and Innovation

Abstract

Abstract: The present work aims to present possibilities for the innovation process of activities developed by the graphic industry in Brazil, using augmented reality technology (AR). A literature review was carried out and two methods were used to collect data: a survey questionnaire and semi-structured interviews. The first method was the elaboration and application of a survey questionnaire among representatives of companies in the Brazilian printing industry. The other method used was the development of semi-structured interviews between representatives of technology companies in Brazil specializing in AR technology. The results of the work present the data obtained with the methods used for data collection. The results obtained from the survey questionnaire indicated that the application of augmented reality in printed products is a resource little explored by the printing industry in Brazil. The technology companies participating in the study had a consensus about the possible offering of all technical support necessary for the functionality of AR technology. The researchers believe that the results obtained in this work consolidate relevant information about possibilities for innovation in the activities carried out by the Brazilian printing industry.