Page - 33 - in Digital Entrepreneurship - Impact on Business and Society

As an example, the globalmedical technologyfirmBectonDickinson required an augmented reality software to aid thefield engineers andmedicalfirms that rely on their products. BectonDickinson uses the software Help Lightning, which allows them to give remote assistance and support through an application on a tablet that shows data and visual content about their machines (York 2020). Moreover, the laboratory technician can see the hands of the experts while being guided through the process of inspection, maintenance or repair. Augmented reality enhances interaction and the visualisation of ideas, which allows for increased creativity. It shows great potential in adding value for external activities, such as customer support andmarketing, as well as internal business activities like design, cooper- ation and efficiency (van Lopik et al. 2020). This technology not only benefits creative industries, such as arts, music, architecture or design, but can also be creatively utilised in any industry in various forms. Additionally,AR is a creative learningmethod that is very effective for training employees. Training with integrated AR technologies is more immersive and interactive, which can make employees more effective and time-efficient (Ham- douna2018). It allows trainees touse their imaginationandgive their input through digital content,whichboostsoverall creativity andcollaboration.Thesebenefits are further reinforced by the ability to simplify difficult processes and instructions. A potential risk is a reliance on such technologies in important processes, such as customer support. If the software does not work or is not understood by both parties, it can lose its value and may require personnel support. However, tech- nological advancement in the future will provide many opportunities for AR technology, as it could be integrated into many different daily usages both com- mercially and privately. In a matter of years, this tool has grown from its early adoption stage to standardisation in various industries andwill continue to have a great impact on creative processes. 2.6 Internet of Things According to Ernst and Young Americas (2018), the introduction of connected technologies over the last decade has changed our lives. Across all manner of physical objects, sensors are being embedded that can track and share information, self-optimiseand learnhowtobetterperform—withorwithouthuman intervention, creating a truly connectedworld of the IoT (EYAmericas 2018). The IoTnot only impacts many aspects of daily life but also leads to new opportunities for busi- nesses.Thismeans that newneeds and typesof consumerswill continue toemerge, andnewinnovationsand ideaswill emerge tomeet thoseneeds.Businesses that can fully adopt the IoT will be able to improve their bottom line by growing their overall productivity, lowering operating costs or entering new markets (Phaneuf 2020). The IoT allows for greater connectivity and the collection of data but will also have a significant effect on creative processes. Toexplore the relationshipbetween the IoTandcreativity, thedifferentpurposes ofusingsuch technologies increativeprocesses shouldbeconsidered.Additionally, 34 R. D. Hisrich andM. Soltanifar