Orange, Calif. -- MSI’s augmented reality tool is now available on the company’s recently modernized website. With a few clicks or taps, the tool allows users to see any of MSI’s flooring products on the floor of their choice.

“Technologies like AR are quickly becoming an integral part of the consumer buying cycle,” said Rup Shah, president of MSI. “With the release of MSI’s AR Tool, we’re giving consumers the unique opportunity to engage with MSI products on a personal level, from the convenience of their mobile device. During beta testing, user response was literally jaw-dropping—consumers couldn’t believe the quality and speed of the rendering. We’re incredibly excited to take the customer experience to entirely new heights with the help of AR technology.”

Unlike many AR tools, MSI’s AR feature does not require the user to download an app, nor does it require the user to select the corners of the surface they want to alter. Instead, the tool automatically detects the space. To get started, the consumer finds a flooring product they like, then clicks the “See This on My Floor” button, located under the product image. Next, they choose “Take a Photo of My Room” then “Use Photo” and immediately (no waiting like other AR tools) the flooring product is rendered into the image of their room. Alternatively, rather than uploading an image, the user may choose from six prepopulated room scenes including a spacious kitchen, contemporary master bathroom, and grand foyer.

Once the image is rendered, users can select a different-sized tile, rotate the tile ninety degrees, select a new product, or filter by look, color, or material type—all without leaving their rendered room scene. This makes the tool incredibly valuable when comparing how several different tiles may look in the same room.

Once the user has decided on the products they’re interested in, they can find their nearest MSI dealer or showroom to see the products in person, order a sample, share the products via email, or post them to social media. Although optimized for mobile, the AR feature also works well on desktop.

For more information, visit