Learn how ZAUBAR is developing a flexible augmented reality content management system for the XReco project – explore key features, design considerations, and real-life use cases.

Table of contents

  1. What is an AR CMS, and why is it needed?
  2. What are the key features of an AR CMS?
  3. Implications and real-life use cases
  4. Conclusion
  5. About ZAUBAR

XReco project brings together a large set of businesses from European XR and media landscape aiming to build the ultimate XR content creation tool. Project members have specialized in various subfields, such as neural media repositories (NMR), 3D reconstruction, copyright management, database administration, search querying and multimodal search, holoportation, free viewpoint video, and neural radiance fields (NeRF). In the center of all these pieces, a shared way to import, organize, and place XR content is necessary. Enter augmented reality content management system (AR CMS).

What is an AR CMS, and why is it needed?

Creators need a way to upload, store, create, and manipulate all forms of content on the web. Previously, web content has been predominantly in text form. For example, creators needed to upload their text documents (say, for a blog post), store them for a while, make changes, and be able to access and share them later on. The content types and creator demands have diversified since then. Old frameworks are not sufficient for managing 3D or XR content. Hence, a new CMS dedicated to AR content is necessary.

What are the key features of an AR CMS?

An AR CMS has several features.

  1. Content creation: Tools for creating and editing AR content (including generative AI), often with drag-and-drop interfaces, import/export options for 3D models, and integrating other multimedia assets.
  2. Content transformation: Optimizing legacy 2D multimedia files to meet AR experience needs via carving, animating, 3D reconstruction, or adding depth and interactivity. Also see NeRF, a keystone of the XReco project.
  3. Content organization: Systems for categorizing and efficiently managing AR assets to make it easier for users to find and update content. See multimodal search by vitrivr.
  4. Templates and designs: The ability to use ready-made templates and design to speed up and simplify the creation process for AR content.
  5. Integration and multi-platform support: Compatibility with different AR devices, smartphones, tablets, and operating systems to enable seamless deployment in different hardware and software environments. See infotainment displays by Continental as an unconventional and innovative XR medium.
  6. Interactive elements: Tools for integrating interactive elements such as buttons, links, or animations to improve the user experience in AR applications.
  7. Real-time collaboration: Functions for real-time collaboration of several users when creating and editing AR content, especially in teams or distributed work environments.
  8. Publishing and distribution: Options for implementing AR content location-based, via VPS or image markers.
  9. Analytics: Tools to tracking and reporting users’ interactions with AR content. Helping organizations understand engagement and performance.

An overview of the technical architecture of XReco can be found here.

Implications and real-life use cases

[The] XReco platform merges the expertise of more than a dozen reputable European businesses and research institutions of different scales. The end product will open many venues for industry professionals from media, tourism, mobility, gaming, and automotive verticals.

Tourism is one such strong use case for XR media. Tourism and culture businesses can benefit from XR in three ways. (1) Highlighting their venue with location-based AR experiences, (2) creating self-guided tours that are accessible via mobile devices, (3) and convey information in an interactive and engaging way. With these benefits, organizations can attract more visitors to their physical premises, increase engagement time, and target younger age groups.

Artists can use AR to create low-cost installations, place digital art pieces on streets without worrying about taking care of the artwork and merge physical and virtual worlds to create more immersive experiences anchored in the real world. Having a CMS at hand alleviates the technical burden and lowers the barrier of entry to immersive XR media/art production.

Large archive holders, such as museums, memorials, cultural institutions, news organizations, national archives, and libraries; should closely monitor XReco project outcomes. The project will allow large archive holders to open their archives, and responsibly facilitate reuse of their media assets, with sound monetization and copyright management schemes. For example, a news organization may grant tour guides access to historical photos of a neighborhood, which can be used by the tour guides to offer a richer storytelling experience by utilizing the archival data, transforming it into XR, and presenting it to their clients.

A dedicated consortium member Continental is working on modern infotainment systems for automobiles. Large smart displays on cars allow passengers to experience AR during the ride. In-car smart displays is a novel platform for presenting AR content. In practice, a car ride can become a touristic experience with the right content at the right time.

Figure 2: ZAUBAR software running on Continental smart infotainment display as part of the XReco Romania excursion.


In summary, ZAUBAR develops an augmented reality content management system (AR CMS) for the XReco project. The collaborative effort of European businesses aims to deliver the ultimate XR content creation tool with next-gen features, such as multimodal search, NeRF, 3D reconstruction, holoportation, content enhancement, and finally, an AR CMS. XReco’s real-life applications span diverse industries, benefiting tourism, fine art, media, mobility, and automotive.

Note: ZAUBAR’s AR CMS for XReco project is currently under development and the features presented in the article may not completely correspond to the end product.


ZAUBAR is an augmented reality software company building an easy way for brands and agencies to create, distribute, and monetize AR experiences anywhere in the world. Using ZAUBAR software, businesses can build captivating metaverse experiences anchored in the real world. ZAUBAR’s use cases span retail, culture, tourism, entertainment, sports, media, and eLearning businesses, focusing on businesses with physical premises. Now much more powerful with App Clips/Instant Apps and Generative AI. Do you have a question about the blog post? Reach out to the author here.