PointRoll and Oddcast have developed augmented reality technology that doesn't require a 'marker' for the webcam.  Via a new partnership, PointRoll, a provider of digital marketing services, is integrating Oddcast’s AR technology into PointRoll display advertising banners. But while existing AR technology requires a printable image, for example, or a barcode to serve as a marker in order to manipulate movement of the AR experience, Oddcast and PointRoll’s offering allows the user's face to act as that marker.

A car manufacturer could create an AR environment that mimics a new car model's interior where users can examine the interior freely, almost as if they were physically sitting inside the car, for example, the companies explain.

Ben & Jerry's

Ben & Jerry's recently used a similar technique with its updated iPhone app - an augmented reality platform called Moo Vision, which renders fun facts and more information about the product on four of B&J's best selling pints. The app uses markerless augmented technology - which the iPhone 4.0's camera is able to render - that is based on existing visual patterns on the product packaging.  Edelman Digital and Circ.Us created the app using the metaio platform.