With the advent of augmented reality systems, unique opportunities exist for retail businesses. The ability to provide dynamic and layered advertisements can add a new dimension and effectiveness to attracting consumers to a brick-and-mortar retail location. However, a number of intellectual property pitfalls appear to be awaiting those retailers that utilize the emerging augmented reality platform to reach and attract customers. For instance, a retailer may find that they do not own the exclusive rights to display augmented reality content to customers despite the customers being physically present in their own store.
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