Third Aurora’s Technology Lets Shoppers Read Labels in Any Language

Thanks to artificial intelligence and augmented reality, Third Aurora is introducing a technology that gives consumers the power to read any wine label, in any language, setting a new precedent for packaging in the wine industry and beyond. Demonstrations of the self-translating technology, which will be introduced to Third Aurora’s Winerytale platform in 2020, show bottles with text in English seamlessly translated to Chinese characters. In all, the technology boasts the ability to translate more than 100 languages instantly with AR and a smartphone display.

According to Third Aurora co-founder Dave Chaffey, “this sort of technology will reach tipping point very quickly” and is set to become a new standard in packaging in a matter of years and “is widely anticipated to win over the Millennial market.”



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