Raffael Dickreuter, CEO of Superba AR, a company at the forefront of Augmented Reality (AR) and Artificial Intelligence (AI), sat down in Bern, Switzerland, with DroneTalks’ CEO, Eszter Kovács, to discuss his journey as well as the progression of the AI and AR industries.
At DroneTalks, we consistently explore the intersections of cutting-edge technologies that shape the future of industries worldwide. While this interview with Raffael primarily focuses on advancements in Augmented Reality (AR) and Artificial Intelligence (AI), it opens an exciting dialogue about the shared synergies between AR and drones.
AR technology plays a growing role in drone operations, offering enhanced user interfaces, improved situational awareness, and innovative applications across industries. From facilitating real-time data overlays for infrastructure inspections to enabling immersive training simulations for drone pilots, AR and drones together represent a leap forward in how we interact with aerial data and manage complex operations. Research and practical implementations have shown AR's potential to revolutionize how drones are controlled, monitored, and utilized in fields like search and rescue, urban planning, and industrial maintenance.
With this shared focus on AR and innovative technology, we turn to Raffael Dickreuter’s journey. With a background rooted in Hollywood, Raffael has transitioned from enthralling global audiences with sci-fi tech to bringing that technology into the real world. His journey, from working on blockbuster movies to establishing a tech company with offices in both Switzerland and America, is a testament to the dynamic and evolving landscape of AR and AI.
Superba AR specialises in large-scale Augmented Reality solutions, using world, face, and object tracking to deliver complete applications that connect the virtual world with the real world. Superba AR also develops apps using the latest technologies, delivering high performance for IOS, Android, web and Apple Vision Pro.
From Hollywood to setting up his own high-tech start-up
Raffael’s entry into the world of AR and AI was anything but conventional. He began his career as a Previsualisation Designer and Virtual Production Supervisor, contributing to some of Hollywood's biggest films such as Iron Man, The Martian, and Fast and Furious 7.
In these roles, Raffael was at the intersection of creativity and technology, helping to bring visionary concepts to life on the big screen.
This experience laid the foundation for his future career, where movies are becoming a reality.
Speaking on how his cinematic experience translates to his role now, Raffael said: “After my time in Hollywood, I joined Snapchat during the early days of augmented reality mobile versions and then I started my own company and first started with mobile apps then with Apple vision Pro headsets and now of course the AI side too.
A lot of these ideas that were science fiction are now becoming a reality. You get to see, you get to create on the fly, what are interfaces of the future.”
A strategic choice to base Superba AR in Switzerland
While the United States, particularly Silicon Valley, is often seen as the epicentre of technological innovation, Raffael made a deliberate choice to base Superba AR also in Switzerland.
This decision was influenced by several factors, both personal and professional. Growing up in Switzerland and working in a movie theatre during his school years and returning with an innovative business felt like a full-circle moment.
Switzerland, and specifically Bern where Superba AR is headquartered, offers unique advantages for companies. The country is known for its stability and high quality of life, both of which make Switzerland an attractive base for world-leading talent who are crucial for the development of complex technologies. Moreover, Switzerland's collaborative ecosystem, particularly in sectors like space science, robotics, and precision engineering (exemplified by its world-renowned watchmaking industry), provides the perfect ground for innovation.
Commenting on the rationale behind basing Superba AR in Bern, Raffael said “You’re in the centre of Europe to spread knowledge. And I think it doesn't matter anymore where you are based for the customer as people buy worldwide, so it is the talent and the knowledge that makes Switzerland the place in Europe.”
Raffael also noted the presence of well-equipped universities in Switzerland which encourage practical innovation, playing a significant role in fostering a culture of creativity and excellence.
Bridging the best of the U.S. and Switzerland
Comparing the AR and AI markets in Switzerland and the United States reveals interesting contrasts.
Raffael characterizes the U.S. market as a culture of risk-taking, where the latest innovations are rapidly adopted and tested. This can lead to quicker iterations and developments but also carries the risk of instability. On the other hand, Switzerland is more cautious; businesses and consumers alike tend to wait until new technologies have proven their worth and minimized risks. Once they adopt a technology, however, they tend to stick with it, valuing reliability and quality over novelty.
Speaking on the differences, Raffael commented: “The US is ‘let's go, we want newer, faster, better’, for the Swiss that's not an argument, instead it’s let's make it 10% better than we had before.”
For Superba AR, these differences are both a challenge and an opportunity. Operating across both markets allows the company to balance the fast-paced innovation of the U.S. with the precision and stability of Switzerland.
Bern, Switzerland: A growing hub for AR and AI innovation
Raffael noted Bern, Switzerland as a growing hub for AR and AI innovation. With companies such as Almer Technologies, who build AR glasses for industrial applications, and Augment IT who specialize in mixed and augmented reality enterprise solutions.
The reason for the growing hub of companies is thanks to Switzerland’s high-quality education, Raffael suggests.
He mentions that universities are the starting point for attracting talent, and it makes sense for companies to capitalize from that, by basing themselves in Switzerland.
“As these things get more complex you need those kinds of people, you know, universities and technical schools, which in Switzerland are always well-equipped”
AR and AI: Current advancements and what lies ahead
The future of AR and AI remains a central focus, as various use cases enter almost every industry. The potential of AI to revolutionize industries is immense, with far-reaching implications for how people work, communicate, and interact with their environments.
While AR is developing at a slower pace, the integration of AI is expected to accelerate its progress, helping to overcome current limitations such as hardware constraints, Raffael explained.
Talking about real-world applications within the industry, Raffael raised the Helmet Mounted Display System used in the F-35 fighter jets.
“If you're a pilot in an F-35 and you have the plane obstructing your view you only see so much and now your headset which has cameras built into the plane so you would just see everything so you can make fast decisions.”
The pilots use a Head-Up Display (HUD) to provide them with unprecedented capabilities in the cockpit, including advanced spatial orientation, weapons targeting and the ability to constantly monitor critical flight information.
Looking ahead, Raffael envisions a massive shift across the working world as AI continues to evolve. As AI becomes more advanced, it will likely solve many of the current challenges facing AR, leading to more seamless and integrated experiences. This could result in significant changes in how industries operate, what skills are valued, and which technologies become obsolete.
“The whole world is going to change with AI, and AI will play a huge role for AR because the further along AI is the more it will solve all the AR challenges, and it will be able to create that. Also, I think there will be a massive shift in how people work, what is being paid for, and what is valuable.”
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